Chapter 17 FINAL

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules? nclude the advertising option icon to let consumers know why they are being targeted educate consumers on the Can Spam legislation offer to register all customers in the National Do Not Call Registry agree to notify customers when any personal information is rented, sold, or exchanged with others make sure that consumers are adhering to the Children's Online Privacy Protection Act

agree to notify customers when any personal information is rented, sold, or exchanged with others

A(n) ________ is designed to present brand content that engages consumers and creates customer-brand community. online magazine branded community Web site podcast search engine digital catalog

branded community Web site

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing. niche individual mass direct multi-level

direct

All of the following are benefits of online direct marketing for buyers EXCEPT ________. access to numerous products convenience access to product reviews privacy live product demonstrations

live product demonstrations

All of the following are benefits of direct marketing for sellers EXCEPT ________. program flexibility access to small groups or individuals easy to personalize products low cost mass reach and immediate returns

mass reach and immediate returns

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________. low cost flexibility efficiency need for sales training speed

need for sales training

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario? permission-based e-mail marketing contextual advertising e-mail spoofing e-mail hosting service catalog marketing

permission-based e-mail marketing

All of the following are forms of traditional direct marketing EXCEPT ________. direct-mail marketing telemarketing point-of-purchase promotion kiosk marketing face-to-face selling

point-of-purchase promotion

All of the following are Internet marketing concerns EXCEPT ________. dentity theft phishing secure online and digital Web sites financial scams access by vulnerable or unauthorized groups

secure online and digital Web sites

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes. tweet blog spam catalog podcast

spam