Deck 9: Mobile, Text and Telephone for Marketing

Question 1

According to David Wachs's five step mobile coupon redemption program, which of the following is not one of the steps to he addressed?

A)offer creation
B)validation
C)creative
D)unique coupon codes

Answer 1

C

Question 2

Which of the following metrics can be used to measure the success of a QR Code campaign?

A)scans
B)landing pages
C)optins
D)all of the above

Answer 2

D

Question 3

Which of the following is a not a benefit associated with locationbased mobile (LBM)?

A)Increased exposure via social media
B)Market research
C)Sales
D)Loyalty/frequency programs

Answer 3

C

Question 4

The locationbased mobile application that features the concept of a "mayor" is _____________.

A)WeReward
B)Yelp
C)Foursquare
D)Facebook Places

Question 5

A mobile application that allows users to send and receive photos or videos with various filter opportunities __________.

A)Snapchat
B)MealSnap
C)VIPER
D)Red Laser

Question 6

Which of the following is not a suggested way direct marketers utilize Snapchat to engage consumers.

A)Teasers
B)Story telling
C)Competitions
D)Free gifts

Question 7

Which of the following is NOT a way that marketers use SMS Texting?

A)Promoting special events
B)Reminding customers about events
C)Offering coupons
D)All of the above are uses.

Question 8

_________ is one of the biggest differences between email marketing and text messaging.

A)Voice messaging
B)Open rates
C)Content
D)Audiotex

Question 9

The average "open" rate for a SMS Text message is ______ percent.

A)2028
B)7078
C)8088
D)9098

Question 10

Multlmedia Message Services (MMS) are primarily used with:

A)Blackberries
B)Droids
C)SmartPhones
D)All of the above

Question 11

Recently, ____________ has begun to replace some of the persontoperson contact of the phone.

A)SMS Texting
B)QR Codes
C)ClicktoChat
D)All of the above

Question 12

Components that make up the cost of a telephone marketing call include equipment and overhead, telecommunications service and _____.

A)personnel
B)computers
C)telephones
D)lists

Question 13

A call in which the initiator of the marketing communications is the customer is referred to as __________.

A)proactive telemarketing
B)reactive telemarketing
C)aggressive telemarketing
D)responsive telemarketing

Question 14

For which of the following uses are Outbound calls NOT commonly employed?

A)Market research
B)Fund raising
C)Placing orders
D)Lead generation

Question 15

Which of the following is NOT correct with respect to Outbound calls? Outbound calls _______________.

A)require more experienced personnel
B)are longer in duration
C)are shorter in duration
D)Require higherpaid personnel

Question 16

All of the following are examples of inbound telemarketing except:

A)ordering or inquiring
B)serving present accounts
C)obtaining warranty information
D)making pledges or contributions

Question 17

Telephone promotions are most effective when the following takes place:

A)scripts are well prepared in advance
B)offers are clear and well structured
C)calls are directed to people who have been prequalified
D)all of the above

Question 18

__________ calls are must be carefully structured in content as they can create a negative response.

A)Inbound
B)Outbound
C)Cold
D)Telemarketing

Question 19

Advantages of using the telephone as a marketing medium include

A)twoway communication
B)very flexible medium
C)costeffective medium
D)unregulated

Question 20

When hiring a telephone operator, companies normally look for certain characteristics. Which is not one of those characteristics?

A)Call center experience
B)Sales experience
C)Reliability
D)Interpersonal skills

Question 21

Mobile payment systems eliminate the need for the consumer to use his or her credit card.

Question 22

The largest age segment that uses mobile wallets are 1834yearold consumers.

Question 23

Mobile coupon redemption rates are equal to those of paper coupons.

Question 24

Clicktocall programs work as a liaison between the consumer and a business.

Question 25

Telephone is a marketing medium and a response mechanism.

Question 26

Email messages have higher "open" rates that SMS text messages.

Question 27

The objective of telephone marketing is to reach customers in a personalized interaction that meets customer needs and improves costeffectiveness for the organization.

Question 28

Telephone marketing has been woven into the planning of most direct marketers.

Question 29

Inbound calls are also referred to as proactive telephone marketing because the company is the initiator of the marketing communication.

Question 30

Outbound calls are generally longer in duration than inbound calls.