With the growth in digital direct marketing in recent? years, several problems can affect consumers. Which of the following is not something consumers worry about when it comes to using the? Internet?
A.
Access by vulnerable groups
B.
Identity theft
C.
On
D.
Ample amounts of information
?Pepsi's Mountain Dew brand supplements its? mass-media advertising by managing several branded Web sites and using social media to engage its customer community. This example illustrates how? _______ has been transformed by the emergence of the Internet
D.
direct marketing
According to the Direct Marketing Association? (DMA), U.S. companies spent almost? $133 billion on direct and digital marketing last year. As a? result, direct-marketing-driven sales now account for approximately? ________ percent of the U.S. economy.
A.
A.
thirteen
In one simple but honest? McDonald's video, the director of marketing at? McDonald's Canada answers an online? viewer's question about why? McDonald's products look better in ads than in real life by conducting a? behind-the-scenes tour of how a? McDonald
B.
viral marketing
When you search Google for? "dishwashers," you are likely to see a number of inconspicuous ads for? advertisers, including product manufacturers such as Samsung and? Bosch, as well as? retailers, such as? Walmart.com, Lowe's, and Best Buy. This is an exam
B.
?search-related advertising
_______ are online journals on which people and companies post their thoughts and other? content, which is usually related to narrowly defined topics.
A.
Digital catalogs
B.
?Service-based products
C.
Blogs
D.
Branded community websites
E.
Search engines
C.
Blogs
While browsing? sports-related content on your? smartphone, a bright orange Gatorade G Series banner emerges across your screen. Then a? well-known professional football player bursts through the banner before the action settles on a stationary? click-thr
C.
online display advertising
With the widespread diffusion of? smartphones, companies today increasingly use? ________ to stimulate immediate? buying, make shopping easier and enriching the brand experience.
A.
rich media
B.
display advertising
C.
telemarketing
D.
search engine adver
E.
mobile marketing
Marketers can now watch? what's trending on social media and create marketing content to match. This practice is known as? ________.
A.
mobile marketing
B.
social media marketing
C.
telemarketing
D.
?real-time marketing
E.
viral marketing
D.
?real-time marketing
Marketers affiliated with leading? non-profit organizations like St.? Jude's Children's Research Hospital are heavy users of? ________ campaigns, raising billions of dollars each year by sending? letters, reminders,? videos, and other media through the ma
A.
direct mail
?Infomercials, defined as? 30-minute or longer advertising? programs, are one form of? ________ advertising.
A.
digital
B.
social media
C.
multichannel
D.
direct response television
E.
viral
D.
direct response television
Early direct? marketers, such as catalog? companies, direct? mailers, and? telemarketers, gathered customer names and sold goods mainly by which? methods?
A.
Mail and television
B.
Mail and? door-to-door inquiries
C.
Mail and newspapers
D.
Mail and teleph
D.
Mail and telephone
In recent? years, what are the? fastest-growing forms of? marketing?
A.
Direct and digital marketing
B.
Mass and digital marketing
C.
Segmented and digital marketing
D.
Targeted and digital marketing
E.
Multichannel and digital marketing
A.
Direct and digital marketing
Which of the following is considered a traditional form of direct? marketing?
A.
Online catalog marketing
B.
Mobile marketing
C.
Website marketing
D.
?Face-to-face selling
E.
Social media marketing
D.
?Face-to-face selling
In recent? years, there are a host of new digital direct marketing tools. Which of the following is a? long-established form of direct? marketing?
A.
Kiosk marketing
B.
Mobile marketing
C.
Online ads and promotions
D.
?E-mail
E.
Web sites
A.
Kiosk 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.
discount prices
B.
action and movement
C.
variety of product
D.
value and engagement
E.
sales promotion
D.
value and engagement
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.
Social media marketing
B.
Trade marketing
C.
Multichannel marketing
D.
Direc
C.
Multichannel marketing
There are several categories of digital direct marketing. Which type of marketing includes the use of Web? sites, online advertising and? promotions, e-mail? marketing, online? video, and? blogs?
A.
Social media marketing
B.
Mobile marketing
C.
Multichann
E.
Online marketing
For most? companies, the first step in conducting online marketing is to create? what?
A.
Blogs
B.
?E-mail marketing
C.
Online videos
D.
Online advertising
E.
A Web site
E.
A Web site
What is the form of online advertising that is the largest portion of all marketing? expenditures?
A.
Online video ads
B.
Online display ads
C.
Branded community Web sites
D.
?Search-related ads
E.
Rich media
D.
?Search-related ads
Ford Mustang hosts a site with a lot of? information, videos,? blogs, and games about the? Mustang, but customers cannot buy anything directly on the site. What is this online Mustang site? called?
A.
A blog
B.
A branded community Web site
C.
An online di
B.
A branded community Web site
Like traditional? word-of-mouth communication, social media marketing can present some challenges. In what ways is it similar to the problems a marketer has in managing? word-of-mouth communication?
A.
It requires very little effort on the? marketer's par
C.
The marketer does not have great control over it.
Mobile marketing as a tool in the market mix has doubled in use in the past few years. Which of the following characteristics is a disadvantage of mobile marketing as part of the media tool? choice?
A.
It is immediate.
B.
Consumers get information when th
C.
It is very unobtrusive
Bloomingdales' sends monthly mailers and brochures announcing new fashions as well as sales to its credit card holders. What form of direct marketing is the firm? using?
A.
Telemarketing
B.
Catalog marketing.
C.
?Direct-mail marketing
D.
Kiosk marketing
E
C.
?Direct-mail marketing
The two primary forms of? DRTV, direct-response TV. One form airs television? spots, often 60 or 120 seconds in? length, which persuasively describe a product and give customers a? toll-free number or an online site for ordering. What is the other option
E.
Infomercials