Marketing Chapter 17 (3 Questions on Test)
Which of the following is the fastest growing form of direct marketing? A. direct-mail marketing B. telemarketing C. digital marketing D. ambush marketing E. kiosk marketing
C. Digital Marketing
Firms, such as Staples, Walmart, and Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms engaging? A. Trade marketing B. Internet marketing C. Multichannel marketing D. Social media marketing E. Direct marketing
C. Multichannel Marketing
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. rich media ads B. catalog advertising C. social media advertising D. content sponsorship E. contextual advertising
E. Contextual Advertising
Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store? A. direct-response device B. automated teller machine C. interactive TV D. virtual catalog E. kiosk
E. Kiosk
Online ads that incorporate animation, video, sound, and interactivity are called ________. A. content-based ads B. digital catalogs C. search-related ads D. parody ads E. rich media ads
E. Rich Media Ads
For most companies, the first step in conducting online marketing is to create what? A. A Web site B. A digital sales program C. Kiosk marketing D. Social media marketing E. Online promotions
A. A web site
________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices. A. Mobile B. Kiosk C. Direct-mail D. Catalog E. Ambush
A. Mobile
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. permission-based e-mail marketing B. contextual advertising C. direct response television marketing D. viral marketing E. telemarketing
A. Permission-based e-mail marketing
________ involves creating a Web site, 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. Viral marketing B. Telemarketing C. Multichannel marketing D. Kiosk marketing E. Integrated marketing
A. Viral Marketing
The key to a successful Web site is to create enough __________ in order to get consumers to come to the site, stick around, and come back again. A. action and movement B. value and engagement C. discount prices D. sales promotion E. variety of product
B. Value and Engagement
