BUAD 471 EXAM 3
Tyche Inc., an electronics manufacturer, wants to assess future revenues and profit streams from each of its customers. It is focusing on the satisfaction and retention of its more profitable customers instead of spending its marketing efforts on attracting uninterested customers. Tyche is using _____ as a measure of effectiveness.
Customer Lifetime Value
_____ is a simple formula that is used to assist marketers in determining the dollar value associated with a long-term relationship with a customer, thus evaluating his or her worth.
Customer Lifetime Value
Which of the following statements is true of personal selling on the Internet?
Customers can determine if a company's offering satisfies their needs through trial demonstrations or samples offered online.
Which of the following statements is true of a direct mail?
Direct mail is not restricted to small companies seeking business.
_____ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.
Direct marketing
_____ is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.
Direct marketing
Joy receives print ads from Beryl Inc., a manufacturer of computer printers, marketing its ink cartridges to him as he is a regular buyer of Beryl ink cartridges. Which of the following combinations of promotional media is Beryl using?
Direct marketing and advertising
_____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce their messages.
Support
Which of the following factors can be primarily attributed to the growth of guerrilla marketing?
Technology
Which of the following statements is true of the use of catalogs in the direct-marketing industry?
The emotional appeal of a traditional catalog exceeds that of online catalogs, and ultimately is one of the best ways to drive consumers online.
Which of the following statements is true of the use of broadcast media by the direct-marketing industry?
The two-step approach to direct marketing is common on radio particularly with local companies.
Which of the following factors has led to a dramatic increase in home shopping?
The widespread use of credit cards
Which of the following statements about product placement advertising is true?
There is a strong source association between actors and the products featured through product placements.
Which of the following statements is true of measurement in promotional products marketing?
There is no established ongoing audience measurement system for promotional products marketing.
Which of the following is true of QR codes?
They are being threatened by near field communication.
Which of the following statements is true of mailing lists?
They have the ability to segment markets on the basis of lifestyles.
Which of the following is an objective of direct marketing?
To maintain customer satisfaction
Which of the following is an advantage of outdoor advertising?
Wide coverage of local markets
Direct selling of goods and services on the Internet is known as:
e-commerce.
As postal rates increase, direct-mail advertising is replaced with:
e-mail.
Unlike traditional marketing, the typical goal of direct marketing is to:
generate an immediate behavioral response
Under the two-step approach of direct marketing, the first effort is designed to screen, or qualify, potential buyers, and the second effort:
generates the response
Direct marketing:
is a valuable tool in the integrated communications program
Like broadcast or print, the Internet:
is an advertising medium.
In general, a site that ranks higher on a search page:
is likely to receive more visitors.
The U.S. government has passed laws regulating the use of e-mail marketing because:
it results in high volumes of spam and many consumers consider it a nuisance.
Banner ads are also known as:
side panels.
The _____ approach of direct marketing involves the use of more than one medium to screen potential buyers, leading to a response.
two-step
Cosmetics company Street Smart Inc. uses skywriting over local beaches to promote its range of beauty products for women. In this scenario, Street Smart is using:
aerial advertising.
During a college football match, a giant blimp with the slogan, "Entreat Sandwiches—A treat for your taste buds" is on display for the spectators. This is an example of:
aerial advertising.
During the opening ceremony of a national skateboarding league at Harmon Beach, California, a hot air balloon with an advertisement for Fizzy soda is spotted by the spectators. This is an example of:
aerial advertising.
Skywriting is a form of:
aerial advertising.
Cassandra sees a 30-minute TV show on an entertainment channel which advertises various types of kitchen appliances manufactured by Evolve, a brand of home appliances. In the show, the host demonstrates the usage of different appliances and describes the features and benefits of each product. This is an example of:
an infomercial
Outdoor advertising would best be suited for a company whose communication objective is to:
attain brand awareness.
Advertisers can measure the relative effectiveness of a direct marketing program quickly by using:
cost per order (CPO).
In developing creative strategies specifically adapted to the medium, marketers have found it most difficult to:
create a brand image on the Internet.
When using the Internet as a medium, traditional marketers have experienced difficulties in:
creating brand images.
The Internet:
is a direct-response medium.
A print ad of Accelerant Corp., a courier delivery service provider, read "Call 1-800-ACCEL (toll free) to send gifts this Christmas to your loved ones anywhere in the world." Which of the following promotional media is combined with direct marketing in the print ad?
Advertising
Which of the following statements is true of movie theater advertising?
Advertising in movie theaters offers lack of clutter as the number of ads is limited.
Which of the following support media should be employed if the objective is to achieve high levels of retention and make the communication a frequent reminder of a company's name and message?
Advertising specialties
_____ include(s) smaller signs that appear in restrooms, stairs, personal vehicles, and on specialty items.
Ambient advertising
54. Which of the following is employing a one-step approach to direct marketing?
An infomercial for a workout equipment urging viewers to phone a toll-free number to place an order immediately.
Which of the following products is likely to be sold using a non-repetitive person-to-person selling technique?
Animal encyclopedias
_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing patterns, such as which websites they have visited and/or searches they have made.
Behavioral targeting
Which of the following is true of the Internet as an advertising medium?
Blogs and discussion boards are considered particularly useful for providing information to evaluate products and brands.
_____ is a nontraditional form of advertising that blends marketing and recreation through television, film, music talent, and technology.
Branded entertainment
The Clement Network, a satellite television channel that broadcasts weather forecasts, pays money in return for its name association with Nahla.com, an Internet portal. The Clement Network also provides weather information for the site. Which of the following methods of advertising on the Internet is Clement Network using?
Content sponsorship
Which of the following is an Internet-specific measure that is used by companies?
Cost per conversion
Butterfly Wings Inc., a manufacturer of soft toys and greeting cards, planned to advertise its Valentine's Day merchandise in movie theaters. Based on the audience profile, one week prior to St. Valentine;'s Day, the company began screening its commercial before the start of two movies titled "The Vow" and "Perfect Sense." Since both movies were romantic dramas, Butterfly Wings' commercial evoked a positive response in moviegoers. In this scenario, which of the following advantages of movie theater advertising did the marketer exploit?
Demographic segmentation
Which of the following events is considered one of the major impetuses behind the growth of direct marketing?
Development and expansion of the U.S. Postal Service
Tristan Inc., a manufacturer of consumer appliances, engages in social responsibility activities. In order to solicit funds to charitable organizations, it uses telemarketing to contact its high-income, upscale customers and requests them to make donations. Tristan is using a combination of:
Direct marketing and public relations
Which of the following statements is true about direct marketing?
Direct marketing involves marketing research, segmentation, and evaluation.
Britney sees an infomercial for a home fitness machine. The infomercial provides a website address that one can access for further product information. Additionally, the website contains an order form where customers can fill in their mailing address. This is an example of combining:
Direct marketing with advertising
Bianca receives an e-mail notifying her of the end-of-season sale at Hop & Shop, a popular retail chain. The e-mail also informs her that she is invited to enter into a sweepstakes contest. In this scenario, Hop & Shop is using a combination of:
Direct marketing with sales promotion
_____ is the personal presentation, demonstration, and sales of products to consumers in their homes.
Direct selling
_____ are the tools by which direct marketers implement the communication process.
Direct-response media
Which of the following is an advantage of outdoor advertising?
Geographic flexibility
Which of the following is a disadvantage associated with branded entertainment?
High absolute cost
Which of the following is an advantage of promotional products marketing?
High recall of advertiser's name and message
Which of the following pieces of federal legislation resulted in the ban of interstate billboard advertising?
Highway Beautification Act of 1965
A particular research concluded that approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions?
In-store media
Which of the following media has lower cost and convenience that has raised concerns among traditional direct-mail marketers but at the same time created better opportunities?
Internet
_____ are ads that appear on a user's computer screen while he or she is waiting while downloading content from a site.
Interstitials
Which of the following statements is true of the use of direct mail on the Internet (e-mail) in the direct-marketing industry?
It attempts to reach consumers with specific needs through targeted messages.
Which of the following statements about aerial advertising is true?
It can be used to reach specific target markets.
Which of the following statements is true of Web 1.0?
It consisted mainly of static sites resulting in a one-way flow of communication.
Which of the following is a form of direct selling?
Party plans
Which of the following is true of movie theater advertising?
It has the ability to target specific demographic segments.
Which of the following is true of non-repetitive selling?
It involves selling products at a customer's workplace.
Which of the following is true of repetitive person-to-person selling?
It involves the sale of frequently purchased products.
Which of the following is true of e-commerce?
It is a direct sales strategy.
Which of the following statements best defines an infomercial?
It is a long commercial that is designed to fit into a 30-minute or 1-hour time slot.
Which of the following is true of social media?
It is built on the ideological foundations of Web 2.0.
Which of the following is true of telemarketing as an advertising medium?
It is typically used by nonprofit organizations to solicit funds
Which of the following is true of direct mail?
Keys to the success of direct mail are the mailing list.
While some marketers believe that the Internet will eventually replace traditional forms of advertising, others disagree. Which of the following weaknesses of the Internet would support the marketers who disagree?
Lack of reliability of research numbers generated
Which of the following is an advantage of indoor transit advertising?
Long length of exposure
Which of the following has been cited as an advantage of using the Internet?
Message tailoring
_____ searches are those that appear because of their relevance to the search terms, not advertisements.
Organic
_____ media include billboards, street furniture, alternative media, transit, as well as specific forms of radio.
Out-of-home advertising
The _____ categorizes billboards, street furniture, alternative media, transit, and specific forms of radio as out-of-home advertising.
Outdoor Advertising Association of America (OAAA)
Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency?
Outdoor advertising
Which of the following is true of outdoor advertising?
Outdoor advertising is a pervasive form of communication for residents of urban and suburban areas.
_____ are a form of transit advertising that appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars.
Outside posters
Which of the following is an advantage offered by direct marketing to advertisers?
Personalization of messages
_____ is a medium that uses the Internet to distribute audio or video files for downloading into iPads and other portable devices.
Podcasting
Which of the following is a disadvantage associated with direct marketing?
Poor image
In the context of personal selling, which of the following factors is compelling companies to reduce new hires and even cut back on their existing sales forces?
Poor reach
_____ are ads that appear underneath a webpage and become visible only when a user leaves the site.
Pop-unders
_____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet.
Pop-ups
Which of the following is a disadvantage of promotional products marketing?
Possibility of market saturation
Which of the following is a disadvantage associated with movie theater advertising?
Possible irritation to audience
Which of the following has been cited as a disadvantage of using the Internet?
Potential for deception
Cumulus Corp. wants to generate goodwill among its customers. It aims at gaining a favorable impression that can positively impact its sales and revenues. Which of the following forms of support media can help Cumulus attain its desired outcome?
Promotional products marketing
A(n) _____ organizes and formats web-based content in a standard way, sending out notification whenever new material is available.
Really Simple Syndication
_____ is a specification that uses XML to organize and format Web-based content in a standard way.
Really Simple Syndication
Which of the following is a traditional method of measuring the effectiveness of the Internet?
Recall and retention
_____ occur when a company pays to sponsor a section of a site.
Regular sponsorships
_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation"
Rich media
_____ include all content that is created in flash.
Rich media
Venus Airlines sends out mailers and e-mails to its customers announcing promotional airfares. Which of the following combinations of promotional media is Venus using?
Sales promotion and direct marketing
Swish Turbo Inc., an automaker, conducted a sweepstakes in which people could enter to win the car that Adam Gosling, a popular golfer, uses during tournaments. To enter the sweepstakes, consumers had to visit Swish Turbo's website. Which of the following promotional mix elements did the automaker use on the Internet?
Sales promotions
_____ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions.
Search engine optimization
Which of the following factors has increased the effectiveness of mailing lists?
Segmentation on the basis of geography and demographics
_____ sites are platforms that allow users to share interests, activities, backgrounds, or real-life connections.
Social networking
_____ is the electronic equivalent of a junk mail that is less-targeted and is considered as an unwanted e-mail.
Spam
_____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products that are distributed free.
Specialty advertising
_____ and direct selling are two methods of personal selling used to generate sales.
Telemarketing
Which of the following statements is true of telemarketing?
Telemarketing is effective for charitable organizations.
Which of the following is the best example of place-based media?
Televisions in classrooms
Which of the following is an example of direct-response media?
The Internet
Which of the following statements is true about the growth of direct marketing?
The Internet has made it easier for consumers to shop and for marketers to be successful in reaching the desired target markets.
Which of the following is true of the Internet as a medium for branding?
The Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation.
Which of the following statements is true of the Internet?
The Internet is an interactive medium that allows for a two-way flow of information. It can target very specific groups of individuals.
Which of the following factors has led to a rapid adoption of the Internet?
The ability to conduct e-commerce through one's personal computer
Which of the following statements is true of infomercials?
The lower costs on cable and satellite channels have led to the growth of infomercials.
_____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.
Transit advertising
Which of the following is a disadvantage of transit advertising?
Varying mood of the audience
_____ are specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free.
Videos on demand
The terminology used to refer to the early evolution of the World Wide Web, in which users could view webpages and interface with them but could not contribute to the content of the web page, is known as _____.
WEB 1.0
The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.
Web 2.0
_____ has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content.
Web 2.0
Which of the following statements is true of Web 2.0?
Web 2.0 has led to dramatic changes in the World Wide Web due to decentralization of communications and interactivity.
_____ are short featured films made by advertisers in which companies create their own content to advertise their products.
Webisodes
Which of the following statements best compares the cost per thousand (CPM) for movie theater advertising with that of other media?
When compared to other advertising media, the CPM is quite high for movie ads.
Which of the following support media should be employed if a consumer has already been provided with information about services offered by a company and now requires a directional medium?
Yellow Pages
_____ advertising is considered a directional medium because it points consumers toward where their purchases can be made rather than creating awareness or demand for products or services.
Yellow Pages
Woodlot Inc. is a furniture manufacturing company that has recently started its operations. It employs promotional strategies to create brand awareness and stimulate demand for its products. Since the company is still in its inception, it also wants to use a support medium that can point consumers in the direction in which they can purchase furniture for their household. Which of the following support media is best suited to Woodlot's purpose?
Yellow Pages advertising
Products such as free pens, calendars, and coffee mugs featuring a company's name and used as promotional tools are referred to as:
advertising specialties.
Regular sponsorship occurs when:
a company pays to sponsor a section of a site.
A City of Boston public transit bus was painted to look like a large loaf of Galaxy Bread. This is an example of:
a mobile billboard.
After Jones finished reading an article titled "101 Places To Visit Before You Die" in the travel website Excursion 2.0, he closed the page. Subsequently, he saw an ad on his screen that invited him to subscribe to the print version of Excursion 2.0 magazine. This ad is an example of:
a pop-under.
Jonathan visits iJaunty.com, a travel website, for information on the top ten tourist destinations in the United States. When he exits the website, an ad for Emblazon cell phones appears on his computer screen, inviting him to purchase the cell phone at a discounted price. This ad is an example of:
a pop-under.
While Ginger waited for Etenia.com's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of:
a pop-up.
Infomercials are:
ads that use both one- and two-step approaches.
The creation of video and/or music content by an advertiser in an attempt to engage viewers while advertising its product is known as:
advertainment.
Whizz Soda, a soft drink manufacturer, created a music video as part of its marketing campaign. The video featured several popular artists from the music industry. When the video was screened on satellite television, viewers could see the Whizz Soda logo prominently visible in the top left corner of the television screen. This video is an example of:
advertainment.
A magazine ad for pet health insurance contains both a toll-free number and a website URL in order to enable readers to obtain further information. This ad is an example of combining direct marketing with:
advertising
A television commercial for Vesta hair styling appliance features a toll-free number, which customers can call for additional product information. This commercial is an example of the combining direct marketing with:
advertising
Fervor Inc., a leading women's clothing line, has printed its company name and logo on ball pens, calendars, and key rings. As part of its promotional strategy, customers of Fervor are offered these items as complimentary gifts. These items are referred to as:
advertising specialties.
Ourea Inc., a financial consulting company, distributes free stationery items like ball pens, notepads, and file covers with the company logo to its customers. These items are known as:
advertising specialties.
Yoana is an online women's magazine that features an animated ad for Carmen's Cosmetics on its website. If a visitor clicks on the ad, it will take the visitor directly to Carmen's website. This ad is an example of a(n):
banner.
Clinton Steel Inc., a manufacturer of golf equipment, targets consumers based on their website surfing behaviors. The company places ads on websites where web traffic is highest for golf-related searches. In this scenario, Clinton Steel is using:
behavioral targeting.
Of all out-of-home media, _____ advertising enjoys the highest outdoor billings.
billboard
A _____ is a web-based publication consisting primarily of periodic articles normally, presented in reverse chronological order.
blog
The strategy behind place-based media is to:
bring an advertising medium to a consumer.
The rapid growth of branded entertainment tie-ins has led to an overwhelming number of product placements and integrations which will eventually result in:
clutter and loss of effectiveness.
Banner ads:
can be static, animated, or in flash.
Behavioral targeting can be done by:
compiling clickstream data and Internet protocol information.
Yellow Pages advertising has witnessed a decline because:
consumers have turned to search and online directories to seek information.
As a powerful social medium, YouTube is a:
content aggregator.
Gizmo World, a gadgets magazine, pays for name association on a section of TechAtlas.com, an e-commerce site that sells cell phones and accessories. Gizmo World features its own articles on Tech Atlas. This is an example of a(n):
content sponsorship.
Advertisers who target their advertising based on the information provided on webpages are using:
contextual advertising.
To successfully implement direct-marketing programs, a company must:
determine which markets to target through the use of a list or marketing database.
Britney visits a mall and notices an advertisement for Auburn Beauty shampoo on a large LCD screen. This is an example of a(n):
digital billboard.
Video advertising, digital billboards, and ambient advertising are forms of:
digital out-of-home media.
Yellow Pages advertising is referred to as a directional medium. This means that Yellow Pages ads:
direct buyers to where a product can be purchased.
Eli receives a mail offering a software program that helps in filing taxes online at a discounted price. This offer is an example of how the Internet and _____ can complement each other.
direct marketing
In _____, a product or service is offered and a sales response is solicited, through either the one- or two-step approach to direct marketing.
direct-response advertising
Direct marketing in the broadcast industry involves:
direct-response advertising and support advertising.
A television commercial for an apparel brand urges viewers to call its toll-free number to place an order, immediately. The commercial announces a free gift hamper to consumers who place an order before midnight. The apparel brand is making use of:
direct-response advertising.
DigiCell Inc. sells computer equipment to small- and mid-sized businesses. Its website provides in-depth information on its products, customer service, shipping policies, and suppliers. Like most business-to-business sites, the primary objective of this website is to:
disseminate information.
Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:
disseminate information.
While shopping at a local retail store, Jenna sees an ad for Aileen sunscreen lotion on the back of her shopping cart. This is an example of:
in-store media.
One of the reasons for the recent, rapid growth of direct marketing in American society is the:
increased use of consumer credit cards.
When major corporations first began to conduct business on the Internet, they put up websites primarily for:
information purposes.
The customer response to direct marketing can take the form of:
inquiries
While travelling on a commuter bus, Lauren notices an ad for Flare deodorant above her seat. This is an example of a(n) _____ used in transit advertising.
inside card
Advertisements for restaurants, TVs, radio stations, or other products and services placed above the seats and luggage areas in commuter buses are known as:
inside cards.
A major reason for the continued success of outdoor advertising is:
its ability to remain innovative through technology.
Due to clutter and relatively high costs, the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media.
magazines and newspapers
Keys to the success of direct mail are the _____, which constitutes a database from which names are generated, and the ability to segment markets and, of course an offer.
mailing list
Jimmy's, a grocery store, advertises its products by painting its name, logo, and abstract images of its products on the sides of its delivery vehicles. This is an example of:
mobile billboard advertising.
Ads on small hoardings that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as:
mobile billboards.
Advertisers employ search engine optimization (SEO) to:
more specifically target customers who may be interested in their offerings.
As defined by Wikipedia, _____ is "a web advertising in which an advertiser attempts to gain attention by providing valuable content in the context of a user's experience"
native advertising
The goal of _____ is to be less intrusive while catching the attention of a reader who is likely to be interested in the content matter he or she is reading.
native advertising
Pay-per- click advertising is an example of:
nonorganic search.
Another name for alternative media is:
nontraditional media.
All the television commercials and print ads that urge customers to pick up their phone and call a toll free number to place an order immediately make use of the _____ approach of direct marketing.
one-step
In the _____ approach of direct marketing, a medium is used directly to obtain an order.
one-step
Sophia watches a TV commercial for Missy 21, a women's magazine. The commercial asks viewers to call a toll-free number to place an order for a one-year subscription to the magazine. It also announces that the first 200 callers to place an order will receive an additional subscription of three months at no extra charge. This is an example of using the _____ approach of direct marketing.
one-step
The announcer on a television commercial said, "Get your credit card and call now to order an autographed copy of the Summer Dreams DVD." This is an example of using the _____ approach of direct marketing.
one-step
Erika sees an infomercial for Luster skin care products. During the infomercial, a toll-free number flashes on her television screen. She immediately picks her phone and dials the number to place an order for a body lotion and hair shampoo. This is an example of:
one-step approach to direct marketing.
While walking on the street, Carlos sees an animated electronic billboard in Spanish for Amado home appliances on top of a taxicab. This is an example of a(n):
outside poster.
In case of _____, a salesperson offers products or services to groups of people through home or office gatherings and demonstrations.
party plans
Atkins Auto, a dealer of automobiles, sends direct-mail pieces to its prospective customers, inviting them to visit its auto showroom to test-drive new cars. Customers who respond to the direct mail by visiting the showroom are provided with thorough information about the cars. Salespersons of the company receive extensive training and assume responsibility for the selling efforts in the showroom. This is an example of combining direct marketing with:
personal selling
The attractiveness of _____ would increase with the growth of market for iPads.
podcasting
A company promoting its product through product placements in movies would benefit from:
potentially high exposure.
In _____, a manufactured article is woven throughout a program or becomes the program itself.
product integrations
With reference to advertising media, _____ create(s) the strongest source association.
product placement
An agreement which states that Rochelle brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera Proclivity is an example of:
product placement.
In a movie, the lead actor is shown wearing Zelus Running Shoes in several scenes. Marketers of Zelus are using the nontraditional support medium of:
product placement.
Because advertisers have no say over how often and when their products will be shown, the lack of control is cited as a disadvantage of:
product placements.
As a part of its corporate strategy Helios Inc., an automaker, offers business gifts such as key chains, planners, and T-shirts to its customers for their patronage. In this scenario, Helios is using _____.
promotional products marketing
Cats Purr is a non-profit organization that provides shelter and care for abandoned cats and kittens. Cats Purr uses its website to display information about the cats that are available for adoption, how they are cared for at the shelter, and to spotlight various volunteer efforts. This is an example of how the Internet can be used as a(n) _____ tool.
public relations
Press releases about company growth prospects, recent innovations, and industry-related news are available at the website of Kinetics Inc., a manufacturer of automobile components for trucks. Anyone conducting research on the company has access to this information. In this scenario, Kinetics uses the Internet as a(n) _____ tool.
public relations
The Florence County Museum called a press conference to inform the public of the need for major repairs to prevent water damage to the museum's collection of primitive paintings. During the conference, the museum representative announced that each family in Florence County and neighboring counties could expect to receive a donation envelope in the mail within the next few days. This is an example of combining direct marketing with:
public relations
In case of _____, a salesperson visits a buyer's home, job site, or other location to sell frequently purchased products or services.
repetitive person-to-person selling
Direct marketing lets an advertiser:
reach a large number of people and reduce or eliminate waste coverage.
Ruminate Inc., an architectural design firm, pays for name association on a section of placeproperty.com, a real estate website. Ruminate also sponsors a section on assetplus.com, another real estate website. Ruminate is using:
regular sponsorship.
The website of WEmpower.com, an online women's magazine, has a book section sponsored by Spellbound.com, an e-commerce website. Spellbound.com has a similar arrangement with Valdivia.com and a few other sites. In this scenario, Spellbound.com is using a(n):
regular sponsorship.
Once a user visits a website and leaves without purchasing a product, a specifically targeted ad is displayed on subsequent participating websites the user visits. This phenomenon is known as:
retargeting.
Amanda, a florist, is the owner of Flush Inc. She receives a mail from Pluto Corp., a manufacturer of foam products, offering a water-soluble foam brick frequently used for arranging fresh flowers. According to the offer, if Amanda places an order with Pluto, she would be automatically registered to win $10,000 in a customer appreciation contest. This is an example of combining direct marketing with:
sales promotion
As defined in Wikipedia, _____ have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."
social media
Ether Inc., an electronics manufacturer, offers free T-shirts with the company's logo on them free of charge to its customers. Ether believes that this will help promote the company's products and attract more customers. This is an example of:
specialty advertising.
Digital Melody, an online digital media store, allows customers to "sample"; songs before they make a purchase decision. In this scenario, Digital Melody is trying to:
stimulate trial.
The manufacturer of "Allay"; pain reliever offered a free sample of the product to visitors who registered at its website. In this case, the communications objective of the website was to:
stimulate trial.
A television ad for Savory Sandwich instructs its viewers to look in their mailbox for coupon offers that will save them money on their next sandwich order. This is an example of:
support advertising
To encourage customers to open a mail offering them a subscription to Home Companion, a home furnishings magazine, the front of the envelope suggested that there was a gift inside. The envelope contained an attractively laminated bookmark. This is an example of combining direct marketing with:
support media
Ads placed on the backs of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas are examples of:
support media.
Media used to reinforce communications messages that may have been received from other forms of advertising are called:
support media.
The two methods of personal selling used to generate sales are:
telemarketing and direct selling
Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by:
the content on a webpage.
The cost of mobile billboards depends on:
the geographic area advertised in.
There has been a renewed interest in transit advertising over the last few years due to:
the increased number of women in the work force.
To purchase cookware, music CDs, and exercise videos advertised on television, consumers are asked to call a toll-free telephone number. Viewers are instructed to have their credit cards handy when they call to place an order. This form of direct marketing is referred to as:
the one-step approach
In direct marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use:
the two-step approach
Creative Crew is a direct-marketing company that sells merchandise such as T-shirts, customized coffee mugs, calendars, key chains, bags, and the like. It uses telemarketing to inform prospective customers about the range of products offered by the company. Interested customers are provided with a website URL, which contains a form where they place their purchase orders. This is an example of using:
the two-step approach to direct marketing.
Jason receives a call from a sales representative of Bell Chime Inc., a manufacturer of inflatable sofabeds. When Jason shows an interest in purchasing a 5-in-1 inflatable sofabed, the sales representative urges Jason to come over to the company's retail outlet. Bell Chime is utilizing:
the two-step approach to direct marketing.
Support media can be broadly categorized into:
traditional support media and nontraditional support media.
A cab service company uses a global positioning satellite (GPS) system to customize the advertising messages shown on top of its taxicabs. This is an example of technology-driven _____ advertising.
transit
An ad in a subway for a local Mexican restaurant is an example of:
transit advertising.
Floor displays, island showcases, electronic signs, and other forms of advertising that appear in train or subway stations and airline terminals are all forms of:
transit advertising.
Kevin sees an ad for Crixus Car Rental on a luggage trolley at the airport. The ad is an example of:
transit advertising.
While commuting by a local bus, Trevor notices an ad for "Tantalize Sandwiches" above his seat. This is an example of:
transit advertising.
While driving, Janice notices an animated, electronic billboard ad for Zesty Soda on top of a passing taxicab. This is an example of:
transit advertising.
The two-step approach to direct marketing:
uses the first effort to screen potential buyers
During a basketball game, Brendon sees an advertisement for "Swift" running shoes in a huge digital screen at Citygate Sports Arena. This is an example of:
video advertising networks.
Regular sponsorship occurs:
when a sponsor takes a corporate sponsorship of a page.
