MAR4802-Lesson 17: Direct, Online, Social Media, and Mobile Marketing
Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona? A) direct-mail marketing B) catalog marketing C) telephone marketing D) kiosk marketing E) direct-response television marketing
A
James is looking for a new suit for a job interview. He is shopping at Smith & Jones, a well-regarded menswear store. While he looks at various styles and uses his smartphone to scan codes, the menswear shopping app provides him with suggestions for shirts, ties, and shoes that would complete the ensemble he needs to make a strong, positive impact at his interview. The ability of the app to provide this information serves to ________. A) enrich the shopping experience B) annoy James C) complicate the shopping experience D) use James' data plan E) interrupt the shopping experience
A
Marketers publicize inbound toll-free numbers to consumers in television and print ads, direct mail, and catalogs. The benefit to sellers is that it presents an opportunity for consumers to order products and for the seller to build the relationship. A benefit to consumers is ________. A) increased convenience B) increased telemarketing calls C) decreased telemarketing calls D) 24/7 availability of support E) a discounted price on the product
A
Neal 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? A) direct-response television advertising B) telemarketing C) interactive television marketing D) podcast marketing E) kiosk marketing
A
Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here? A) telemarketing B) direct-mail marketing C) catalog marketing D) direct-response television marketing E) kiosk marketing
A
Social media are all of the following EXCEPT ________. A) expensive B) interactive C) personal D) targeted E) timely
A
Which of the following is a challenge of marketing through online social networks? A) Results are hard to measure. B) Users seldom have control over the online social networks. C) Most existing networks are already controlled by major corporations and therefore do not favor competitors. D) It is difficult to get the approval of the online advisory board to post an ad in a social network. E) Marketing via online social networks is expensive and time-consuming.
A
Which of the following is a disadvantage of using blogs as a marketing tool? A) The blogosphere is cluttered and difficult to control. B) Advertising on a blog is typically expensive and time consuming. C) Using blogs as a marketing tool offers minimum reach to a target audience. D) Blogs, when used as a marketing tool, have a low rank in Web directories and search engines. E) Blogs do not provide the kind of personalized approach that today's marketers are looking for.
A
Which of the following is a reason a consumer would follow a company's blog? A) The blog offers fresh insights or new ideas about the company or products. B) The blog provides the consumer with familiar information. C) The blog allows consumers to communicate with each other. D) A well-followed blog gives the company influence in the marketplace. E) Consumers know that companies want them to follow the blog postings.
A
While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________. A) contextual advertising B) rich media ads C) content sponsorship D) catalog advertising E) social media advertising
A
A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e- mailboxes. A) catalog B) spam C) podcast D) tweet E) blog
B
All of the following are forms of traditional direct marketing EXCEPT ________. A) face-to-face selling B) point-of-purchase promotion C) telemarketing D) direct-mail marketing E) kiosk marketing
B
By using ________ to contact potential customers, marketers sell directly to consumers. A) undercover marketing B) outbound telephone marketing C) affinity marketing D) multi-level marketing E) ambush marketing
B
Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site? A) using flashy graphics, bright colors and vivid pictures B) aggressively promoting the site in broadcast advertising and through ads and links on other sites C) offering prizes for visiting the site D) providing rewards for visitors connecting their friends to the site E) requiring registration on the first visit to the site
B
In building a connection to customers through catalogs, marketers want to ________. A) offer a new brand experience B) inspire and engage C) create word-of-mouth advertising D) develop a viral following E) perform marketing research
B
Online ads that incorporate animation, video, sound, and interactivity are called ________. A) search-related ads B) rich media ads C) content-based ads D) digital catalogs E) parody ads
B
Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario? A) telemarketing B) viral marketing C) integrated marketing D) omni-channel marketing E) kiosk marketing
B
Which kind of social media networks are smaller communities likely to join or create? A) blog B) niche C) Internet D) video E) commercial
B
Which of the following is NOT a deception or fraud concern for Internet users and marketers? A) phishing B) viral marketing C) malware D) cyber spying E) spyware
B
Which of the following is a major form of direct-response television marketing? A) telemarketing B) interactive TV C) social media D) digital catalog E) podcast
B
Which of the following types of marketing involves sending out letters, brochures, samples, and DVDs to consumers' addresses? A) direct-response marketing B) direct-mail marketing C) direct digital marketing D) kiosk marketing E) online marketing
B
While blogs are a fundamentally a consumer-controlled medium, marketers can ________. A) directly contact customers through them B) use insights from them to improve their marketing programs C) offer special promotions to new customers D) retrieve research data from clicks in them E) provide content
B
________ are online journals where people post their thoughts, usually on a narrowly defined topic. A) Social networks B) Blogs C) Forums D) Search engines E) Web directories
B
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? A) catalog marketing B) telemarketing C) interactive television D) podcast marketing E) kiosk marketing
C
Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop? A) e-mail messages from sites to which she subscribes B) banking app for her bank C) instant deals and digital coupons D) YouTube video E) Facebook friends
C
Mobile marketing is used to enrich the brand experience, stimulate immediate buying, or ________. A) decrease advertising costs B) help friends contact friends C) make shopping easier D) create new customer relationships E) find new suppliers
C
Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________. A) podcast B) blog C) online community D) content sponsorship program E) kiosk
C
What is the primary advantage of printed catalogs? A) filtering out interested prospects B) offering immediate rebates and coupons C) building emotional connections with customers D) offering unlimited space for merchandise details E) reaching consumers in a quick and inexpensive manner
C
Which of the following best describes permission-based e-mail marketing? A) sending unsolicited, unwanted commercial e-mail messages B) sending requests to users to join online social networking communities C) sending e-mail pitches only to customers who "opt-in" D) offering free promotional materials to new customers E) gathering demographic details for customer databases
C
Which of the following is NOT a reason that companies use social media? A) cost effectiveness B) engagement and social sharing capabilities C) ease of creating content D) immediacy and timeliness E) interactiveness
C
Which of the following is an advantage of a well-designed and targeted telemarketing plan? A) exemption from the National Do Not Call Registry B) ability to portray wider merchandise C) purchasing convenience for customers D) interactive infomercials via phone E) coordination with nearby kiosks
C
Which of the following is most likely a disadvantage of viral marketing? A) Viral marketing usually takes time to make an impact. B) Viral marketing is very inexpensive. C) Marketers have great control over who receives the viral message. D) Viral marketing messages are offensive to the audiences who are not a part of the targeted market. E) Viral marketing messages are blocked by most search engines.
C
Which of the following is true about e-mail marketing messages? A) E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address. B) E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis. C) E-mail marketing messages are effective in reaching the desired target market and result in low costs. D) E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines. E) E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail.
C
Which of the following statements is true of viral marketing? A) Marketers have significant control over where their viral messages end up. B) Viral marketing gives consumers online places to congregate, socialize, and exchange views. C) Because customers find and pass along the message, viral marketing can be very inexpensive. D) In viral marketing, links appear alongside search engine results on sites such as Google and Bing. E) Viral marketing messages are blocked by most search engines, security software, and social networking sites.
C
An integrated social marketing campaign likely could include all of the following EXCEPT ________. A) Facebook pages B) Twitter postings C) Instagram photos D) television ads E) YouTube videos
D
Geller Insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example? A) catalog marketing B) kiosk marketing C) direct-response television marketing D) telemarketing E) direct-mail marketing
D
In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing. A) content sponsorships B) digital billboards C) digital catalogs D) contextual advertisements E) RSS feeds
D
Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario? A) social media marketing B) kiosk marketing C) direct-response television marketing D) mobile marketing E) direct-mail marketing
D
What is a significant issue for social media and for companies using it as a marketing tool? A) measuring viewership B) creating content C) identifying target markets D) monetizing the tool E) recognizing effective social media sites
D
Which of the following is NOT a specific goal of branded community Web sites? A) present brand content that engages consumers B) build closer customer relationships C) generate engagement with and between the brand and its customers D) increase online sales E) allows visitors to interact with likeminded people to explore and communicate experiences with the brand
D
Which of the following is an advantage of using digital catalogs? A) lists the phone numbers of interested prospects B) coordinates with direct-response television ads C) points customers to the nearest kiosk D) eliminates printing and mailing costs E) creates emotional contact with customers
D
Why are historically online shops such as Zappos.com adding catalogs to their marketing methods? A) to meet the increased demand in print catalogs B) to reduce the costs involved in online marketing C) to connect with customers in hard-to-reach places D) to drive online sales and services E) to reduce the need for telemarketers
D
________ are communities over the Internet where people congregate, socialize, and exchange views and information. A) Corporate Web sites B) Interactive television C) Digital catalogs D) Online social networks E) Content sponsorships
D
________ involves creating a video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends. A) Telemarketing B) Omni-channel marketing C) Integrated marketing D) Viral marketing E) Kiosk marketing
D
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A) Kiosk marketing B) Online marketing C) Ambush marketing D) Direct-mail marketing E) Telemarketing
D
________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices. A) Kiosk B) Ambush C) Direct-mail D) Mobile E) Catalog
D
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? A) e-mail hosting service B) e-mail spoofing C) catalog marketing D) contextual advertising E) permission-based e-mail marketing
E
Digital catalogs offer all of the following benefits EXCEPT ________. A) presenting an almost unlimited amount of merchandise B) offering a broad assortment of presentation formats, including search and video C) adding and removing products as needed D) adjusting prices instantly to meet demand E) touching the product
E
Effective Web sites contain interactive tools that help find and evaluate content of interest, links to other related sites, useful information, changing promotional offers, and ________. A) celebrity endorsers B) respected columnists C) advertising for unrelated products D) enticements for customers to include their friends and contacts E) entertaining features that lend excitement
E
How has do-not-call legislation helped direct marketers? A) Marketers are compensated by the Federal Trade Commission for lost sales caused by the laws. B) Direct marketers have outsourced their activities to firms that are exempt from such laws. C) Direct marketers have developed kiosks as an alternative to telemarketing. D) Telemarketers are allowed to call customers for a small fee. E) Telemarketers have developed opt-in calling systems that target consumers who have chosen to be contacted and therefore are less invasive.
E
Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails? A) malware B) adware C) Trojan D) firewall E) spam
E
SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto enthusiasts. Which form of marketing is SparkClean involved in? A) online marketing B) viral marketing C) telemarketing D) kiosk marketing E) direct-mail marketing
E
What is a disadvantage of a viral success? A) Many people will see the marketing message. B) The cost per exposure is relatively low. C) Word-of-mouth is strong. D) Publicity is always good. E) Marketers have little control over where the message ends up.
E
Which of the following is a benefit of using blogs as marketing tools for companies? A) Blogs provide companies with a platform to help portray wider merchandise. B) Blogs are online selling platforms for people located in hard-to-reach places. C) Blogs help reach a wider audience compared to other online direct marketing tools. D) Demographic information about customers can be easily discovered. E) Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.
E
Which of the following is most likely an advantage of viral marketing? A) Viral marketing reinforces consumers' attitudes about a brand. B) Most messages are likely to "go viral." C) Consumers want to be a part of viral marketing. D) Viral marketing can easily be successfully accomplished. E) Viral marketing produces engagement and positive exposure for a brand.
E
Which of the following terms refers to a 30-minute television advertising program that markets a single product? A) social media B) digital catalog C) telemarketing D) blog E) infomercial
E
While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example? A) telemarketing B) viral marketing C) direct response television marketing D) contextual advertising E) permission-based e-mail marketing
E
Because of strict consumer privacy regulations, invasion of privacy is no longer a concern for the direct marketing industry.
F
Podcasts are online journals where people post their thoughts, usually on a narrow topic.
F
You receive a text message on your phone from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.
F
Kiosk marketing connects users around the world to each other and to an amazingly large information repository.
F; allows users to get information and order from convenient locations
With outbound telephone marketing, the company provides a toll-free phone number to receive orders from television ads, print ads, direct mail, and catalogs.
F; direct response television marketing (DRTV)
Viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.
F; email
Direct marketing seldom occurs on a one-to-one, interactive basis.
F; frequently
You receive a text message on your phone from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.
F; mobile marketing
Social media sites primarily exist for broad topics, making it difficult for marketers to appeal to smaller communities and niche markets.
F; niche social media
Direct marketing through catalogs and direct mailers is still the primary method used by marketing professionals.
F; online
Online-only companies are more successful than omni-channel marketing companies.
F; opposite, omni-channel marketing companies are more highly successful
Search advertisers buy search terms from the search site and pay whenever the search terms come up in the results of a consumer's search.
F; pay whenever consumers click on their site-directed ads
Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools.
F; real-world marketing tools as well
Direct and digital marketing involve targeting broad segments of customers.
F; small targeted segments or individual
Consumers welcome e-mail marketing messages; opportunities to control the messages they receive are frequently ignored.
F; they are mostly seen as nuisances, 70% of email is spam
Direct marketing is an expensive way of reaching target markets.
F; very cost effective
________ companies use both offline and online marketing channels.
Omni-channel retailing
A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.
T
Blogs can be used to appeal to specific special-interest groups, about almost any topic.
T
Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.
T
Digital catalogs eliminate printing and mailing costs.
T
E-mail can be the ultimate direct marketing tool, as it lets marketers send highly targeted, tightly personalized, relationship-building messages.
T
For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.
T
Interactive TV (iTV) lets viewers interact with television programming and advertising.
T
Most companies use direct marketing as a supplementary channel or medium.
T
Social media marketing can be inexpensive for companies to use.
T
Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.
T
Telemarketing is especially effective for business-to-business marketers.
T
The Children's Online Privacy Protection Act requires online operators targeting children to post privacy policies on their sites and notify parents about any information they are gathering and obtain parental consent before collecting information from children under age 13.
T
While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.
T
A(n) ________ is designed to present brand content that engages consumers and creates customer-brand community.
branded community Web site
Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.
branded community Web site
Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com?
branded community Web site
Online companies include all of the following EXCEPT ________.
brick-and-mortar
Refer to the scenario below to answer the questions 6 and 7. 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 products 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 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 Web site could benefit a variety of customers. He began with a simple Web site which 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 poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge. "This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" Which of the following best describes Treble Clef?
click-and-mortar company
Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.
direct
Gary sends samples of sheet music to schools for demonstration or presentation. Which of the following types of marketing is being illustrated from this statement?
direct-mail marketing
Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.
e-tailers
With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________.
in person
Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?
marketing Web site
Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________.
need for sales training
Online marketing includes marketing via the Internet using company Web sites, e-mail marketing, blogs, and ________.
online video
