Chapter 17

All of the following are benefits of direct marketing for sellers EXCEPT________.

Mass reach and immediate returns

________ companies use both offline and online marketing channels.

Omni-channel retailing

According to the "Privacy Promise to American Consumers "program, DMA members need to comply with which of the following consumer privacy rules?

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

Which of the following statements is true of viral marketing?

because customers find and pass along the message, viral marketing can be very inexpensive.

A(n) _________ is designed to present brand content that engages consumers and creates customer brand community.

branded community website

Which term best describes sites such as the New York Times on the web and ESPN.com?

content site

which of the following is the fastest growing form of direct marketing?

digital marketing

Neil Murphy sells his company's unique products on television programs. He hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?

direct-response television advertising

Refer to the scenario below to answer the following question(s). The Treble Clef sells music books, musical instruments, and Novelty Gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's product to schools that request a demonstration or presentation. "If we don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers. Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of Music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local music of the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs. After establishing a loyal customer base, Gary was convinced that a Treble Clef Website could benefit a variety of customers. He began with a simple website that provided information about the store and the types of gifts and services available. The site received so much response that Gary added a question and answer option. Questions Porton, ranging from where can I get sheet music for 'Hello, Dolly'? to "Do you carry clarinet reeds? " to "My saxophone needs to new pads. When will you be at Elmhurst school to repair it?" The website is now able to accept credit card orders, and gives can even be wrapped in chipped for no extra charge. This website idea was fantastic! Gary admitted. It allows us to be so responsive. And are Novelties sales have doubled! In addition to sending samples of sheet music to schools, Gary sends school music directors messages with links to sample digital clips of the compositions. What kind of marketing is this?

e-mail marketing

Which of the following is an advantage of using digital catalogs?

eliminates Printing and mailing costs

which of the following is NOT a specific goal of branded Community websites?

increase online sales

Donello Equipment hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their internet-ready smart televisions. Which of the following forms of marketing is evident here?

interactive television

what kind of website does Treble Clef use?

marketing website

What is a significant issue for social media and for companies using it as a marketing tool?

monetizing the tool

Online marketing includes marketing via the internet using company websites, email marketing, blogs, and________.

online video

Which of the following is an advantage of a well designed and targeted telemarketing plan?

purchasing convenience for customers

Online ads that incorporate animation, video, sound, and interactivity are called ________.

rich media ads

TRUSTe, a nonprofit self-regulatory organization, works with other companies to audit online privacy and security measures. It lends its TRUSTe privacy seal to all the following communication channels that meat is privacy and security standard EXCEPT________.

telemarketing

________ involves creating a video, email, mobile message, advertisement, or other marketing events that is so infectious that customers will seek it out or pass it along to their friends.

viral marketing

which of the following is most likely an advantage of viral marketing?

viral marketing produces engagement and positive exposure for a brand