Deck 15: Direct, Online, Social Media, and Mobile Marketing

Question 1

Which of the following statements is not characteristic of direct mail marketing?

A)a highly selective database of customer information is needed
B)mail sent out which includes samples and DVDs
C)well-suited for one-to-one communication
D)impersonal and inflexible
E)permits high levels of targeting a particular audience

Answer 1

D

Question 2

How does a company's effective use of a customer database benefit consumers?

A)Companies make name-brand products and images readily available to customers.
B)Companies match customer needs and interests with products and services.
C)Customers receive better prices on products and services that they need.
D)Customers receive faster and more reliable service from companies.
E)Customers receive instant credit from more companies.

Answer 2

B

Question 3

Which of the following is least likely to be one of the benefits for the buyer in direct marketing?

A)access to numerous products
B)access to comparative information
C)convenience
D)guaranteed low prices
E)privacy

Answer 3

D

Question 4

Direct marketing is often described as ________.

A)marketing channels that contain no intermediaries
B)an online catalogue
C)direct mailers
D)advertising media
E)supplementary channels

Question 5

Which of the following is an advantage of printed catalogs over digital catalogs?

A)a stronger emotional connection with customers
B)the ability to offer an almost unlimited amount of merchandise
C)less competition for customer's attention
D)efficiencies in production, printing, and mailing costs
E)real-time merchandising

Question 6

The use of which of the new forms of direct-mail marketing is booming?

A)fax mail
B)email
C)voice mail
D)Canada Post
E)samples

Question 7

What are the two goals of direct marketing?

A)to identify a potential customer and obtain an immediate response
B)to obtain an immediate response and to facilitate a purchase
C)to obtain an immediate response and build a lasting customer relationship
D)to provide information and build a lasting customer relationship
E)to save marketing dollars and facilitate a purchase

Question 8

One of the advantages of direct marketing for sellers is that direct marketing ________.

A)offers access to buyers outside local markets
B)eliminates the need for a sales force
C)provides statistical information about industry buying habits
D)provides comparative information about customers and competitors
E)eliminates expenses such as order processing and inventory handling

Question 9

Direct marketing is continuing to become more ________-oriented.

A)television
B)web
C)mail
D)telephone
E)personal selling

Question 10

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?

A)kiosk marketing
B)digital direct marketing
C)catalog marketing
D)direct-mail marketing
E)telephone marketing

Question 11

Which of the following is definitely one of the benefits for the seller in direct marketing?

A)transportation options
B)price and program flexibility
C)mass reach and frequency
D)increasing cost-per-contact
E)economics of order processing

Question 12

Canadians in the 18-24 age group now spend more time on the Internet, explaining ________.

A)the rise of Canadian TV advertising revenues
B)a decrease in mobile advertising revenues
C)a decrease in digital marketing spending
D)an increase in response rates to direct mail
E)the growing shift in advertising budgets from TV to the Internet

Question 13

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?

A)direct-response marketing
B)direct-mail marketing
C)digital direct marketing
D)kiosk marketing
E)online marketing

Question 14

Most companies that create print catalogs now also provide ________ catalogs.

A)video
B)email
C)store
D)digital
E)specialty

Question 15

Which of the following is necessary for direct marketing to be effective?

A)an online presence
B)a good customer database
C)a well-trained sales force
D)inbound telephone marketing
E)use of new digital direct marketing technologies

Question 16

Using ________ telephone marketing, marketers sell directly to consumers.

A)inbound
B)outbound
C)direct-response
D)opt-out
E)business-to-business

Question 17

Direct and digital marketing have become the fastest-growing form of ________.

A)advertising
B)distribution
C)marketing research
D)marketing
E)technological development

Question 18

Today, direct marketing relies heavily on database technologies and new marketing media. Early direct marketers primarily used direct mailers, telemarketing, and ________.

A)advertising specialties
B)catalogues
C)POP promotions
D)email
E)inside salespeople

Question 19

For many companies today, direct and digital marketing are ________.

A)only an advertising medium
B)part of the promotion mix
C)critical to the pricing strategy
D)the basis of the product strategy
E)a complete model for doing business

Question 20

Amazon.ca and eBay have built their entire promotional approach around ________.

A)mass marketing
B)sales promotion
C)direct marketing
D)public relations
E)personal selling

Question 21

Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?

A)telemarketing by nonprofit groups
B)business-to-business telemarketing
C)unsolicited outbound telephone marketing by businesses
D)inbound telephone marketing
E)telemarketing by politicians

Question 22

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

A)become only online sales companies
B)become content sites
C)have an online presence
D)develop more infomercials
E)expand their outside sales forces

Question 23

Which of the following is one of the reasons that many marketers view mobile phones as the next big marketing medium?

A)Older consumers are using their cell phones for text messaging and accessing the web.
B)Cell phone users can respond instantly to time-sensitive offers.
C)Unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users.
D)Mobile phone advertising has a strong response rate.
E)Canadian consumers are slow to adopt new technologies.

Question 24

How has the National Do Not Call Registry changed the telemarketing industry?

A)Telemarketing for nonprofit groups has become nonexistent.
B)Telemarketing is no longer used by small and medium sized companies.
C)Telemarketing has replaced direct mail and personal selling because of low costs.
D)Telemarketers are more effectively developing relationships with new customers.
E)Telemarketers are developing opt-in calling systems.

Question 25

A 30-minute television advertising program marketing a single product is called a(n)________.

A)telemarketing advertisement
B)infomercial
C)home shopping channel
D)integrated marketing advertisement
E)direct-response commercial

Question 26

What are two major forms of direct-response television marketing?

A)direct-response television advertising and interactive TV advertising
B)home-selling and toll-free response
C)home television response and attention commercials
D)call-in response and Web-site response
E)home shopping channels and vodcasts

Question 27

The digital age has changed the way customers view convenience, speed, price, product information, service and ________.

A)brand interactions
B)sales
C)wants
D)advertising
E)satisfaction

Question 28

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

A)purchasing convenience
B)emotional connections with customers
C)real-time merchandising
D)high recruitment and referral rate
E)almost limitless merchandise available to customers

Question 29

What is the fastest growing form of direct marketing?

A)mobile-phone marketing
B)digital and social media marketing
C)interactive TV
D)direct-response television
E)podcasts

Question 30

________ allows consumers to gain additional information about a product through the use of a remote control.

A)Mobile phone marketing
B)Kiosk marketing
C)Podcasting
D)Vodcasting
E)Interactive television

Question 31

Digital buying continues to ________ at a double-digit rate.

A)grow
B)decline
C)stagger
D)decrease
E)develop

Question 32

Direct-response advertisements always contain ________, making it easier for marketers to gauge their effectiveness.

A)a mailing address for comments
B)a toll-free number or web address
C)Nielsen data
D)an order number
E)pop-ups

Question 33

Amazon.ca and Expedia.ca are best described as ________ that sell products and services directly to final buyers via the Internet.

A)search engines
B)content sites
C)transaction sites
D)e-tailers
E)portals

Question 34

As consumers become more and more comfortable with technology, many companies are using information and ordering machines called ________ in stores, airports, and other locations.

A)kiosks
B)terminals
C)interactive televisions
D)relays
E)vending machines

Question 35

Consumers and companies connect to each other and access and share huge amounts of information through ________.

A)a transaction site
B)a content site
C)digital networks
D)an extranet
E)interactive tv

Question 36

Consume involvement can be built by integrating direct response television commercials with

A)social media
B)radio advertising
C)magazine advertising
D)billboards
E)direct mail

Question 37

Texting promotions (e.g., brand coupons), mobile games, and text-in contests are all examples of ________ marketing.

A)iTV
B)online
C)podcast
D)vodcast
E)mobile phone

Question 38

Staples' fastest recent growth has come from ________.

A)offline business
B)online sales
C)click-and-mortar
D)e-business
E)corporate sales

Question 39

Direct-response television marketing takes on two major forms: ________ and ________.

A)direct-response television advertisements; commercials
B)direct-response television advertisements; interactive TV
C)infomercials; home shopping channels
D)digital catalogues; infomercials
E)interactive TV; kiosks

Question 40

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.

A)inbound
B)outbound
C)interactive
D)direct-response
E)business-to-business

Question 41

The largest form of online advertising is ________.

A)online classifieds
B)search-related ads
C)display ads
D)contextual advertising
E)content sponsorship

Question 42

Which of the following is an effective way a company can conduct online marketing without trying to sell anything?

A)creating a portal site
B)placing display ads
C)calling their customers to complete surveys
D)creating branded community websites
E)email marketing

Question 43

________ are online ads that appear anywhere on an Internet user's screen and are often related to the information being viewed.

A)Pop-unders
B)Display ads
C)Search-related ads
D)Contextual ads
E)Banner ads

Question 44

A negative side to email marketing is ________.

A)spam
B)its targeting capability
C)it is limited to PCs
D)decreasing effectiveness at capturing customers
E)lack of privacy

Question 45

For most companies, the first step in conducting online marketing is to ________.

A)place an ad online
B)send emails
C)create a website
D)create a social network
E)place search-related ads

Question 46

Which of the following is a potential drawback of advertising on or attempting to influence content on a blog?

A)Advertising on a blog is typically very expensive.
B)It is difficult to use blogs to reach highly targeted audiences.
C)The content of a blog is difficult to control.
D)Blogs are losing popularity.
E)Blogs do not provide the kind of personalized medium that today's marketers want.

Question 47

A characteristic of online blogs is that ________.

A)they are usually related to narrowly defined topics
B)only customers can post on blogs
C)only companies post on blogs
D)they have narrow reach
E)they are not very influential

Question 48

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

A)Corporate websites
B)Marketing websites
C)Web communities
D)Brand websites
E)Social networks

Question 49

Which of the following statements is not true of viral marketing?

A)It can involve creating a website.
B)It needs to be infectious so customers will seek it out.
C)It can be very expensive.
D)It will be likely viewed or read by friends of the sender.
E)It can be a well-made regular ad helped along by targeted seeding.

Question 50

What does the term "viral marketing" mean?

A)It is the Internet version of word-of-mouth marketing.
B)It refers to problems that occur with viruses online.
C)It is another term for invasions of online privacy.
D)It is another term for online security.
E)It is a system that allows a supplier to access a customer's inventory levels online.

Question 51

A search advertiser only pays if ________.

A)consumers click through to its website
B)the advertiser gains more customers
C)the advertiser gains more revenue
D)their display ads go to different groups
E)the advertiser can build better customer relationships

Question 52

Online display ads have come a long way in recent years in terms of attracting and holding consumer attention. Which of the following is uncharacteristic of new rich media today?

A)interactivity
B)a built-in measure
C)sound
D)video
E)animation

Question 53

Sometimes a regular ad can go viral with the help of ________.

A)targeted seeding
B)loyal customers
C)television exposure
D)magazine exposure
E)global commerce

Question 54

________ are designed to supplement other sales channels, rather than to sell the company's products directly.

A)Marketing websites
B)Branded community websites
C)Small business websites
D)Community service websites
E)Design ads

Question 55

The online site that exchanges brand information between a company and consumers is called ________.

A)online marketing
B)a marketing website
C)a branded community website
D)email marketing
E)viral marketing

Question 56

________ are online exchanges in which consumers search out sellers, learn about their offers and give feedback.

A)Digital forums
B)Viral marketing
C)Spam
D)Email marketing
E)Marketing website

Question 57

What is the main purpose of a branded community website?

A)to sell the company's products directly
B)to engage consumers
C)to show a catalog and give shopping tips
D)to give out coupons and tell about sales events or contests
E)to point out and explain competitors' weaknesses

Question 58

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

A)Blogs provide companies with additional revenue.
B)Blog content is easy to filter, monitor, and control.
C)Long-term customer relationships can be developed through blogs.
D)Demographic information about customers can be easily tracked.
E)Blogs are an inexpensive yet personal way to connect with consumers.

Question 59

Which of the following is "the king" of digital marketing?

A)social media
B)email
C)online advertising
D)blogs
E)mobile marketing

Question 60

To address concern with spam, most legitimate marketers practise ________.

A)online forums
B)social networks
C)permission-based email marketing
D)corporate blogging
E)mobile marketing

Question 61

Staples is a company with over 2000 superstores worldwide. Yet almost half of the company's sales are generated online. Which of the following is least likely to be an advantage that Staples has over internet based only competitors?

A)Staples is a known name with greater financial resources.
B)Staples has a large, established customer base.
C)By offering online marketing, Staples offers customers more options.
D)Customers can find a local store and check its available stock online.
E)Staples does not have to invest in the infrastructure needed to deliver personal services to different types of customers.

Question 62

MINIUSA operates online. Once a customer clicks in, the company quickly tries to turn the inquiry into a sale. MINIUSA is using ________.

A)a marketing website
B)a branded community website
C)online advertising
D)Email marketing
E)an online forum

Question 63

Unsolicited and unwanted commercial email is known as ________.

A)viral email
B)e-tailing
C)pop-up advertising
D)pop-under advertising
E)spam

Question 64

Which of the following is a deception or fraud concern for Internet users and marketers?

A)fishing
B)viral marketing
C)online and digital security
D)access by authorized groups
E)spies

Question 65

Some direct marketers have been accused of taking advantage of impulsive or less-sophisticated buyers. These merchants might use ________ intended to mislead buyers.

A)enticing websites
B)telephone marketing
C)online social networks
D)mobile phone marketing
E)kiosk marketing

Question 66

Gutter Guys is a gutter installation company in Southern Ontario that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers. Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?

A)the Canadian Trade Commission's Anti-Spam Act
B)Privacy Promise to Canadian Consumers
C)Ontario Online Privacy Protection Act
D)Children's Online Privacy Protection Act
E)National Do Not Call Registry

Question 67

ABC Company sells directly to final consumers and avoids intermediaries, while catering to a broad group of demographic segments. This marketer is using which type of online marketing?

A)a marketing website
B)a branded community website
C)online advertising
D)Email marketing
E)an online forum

Question 68

Online communities where people socialize or exchange information and opinions are called ________.

A)corporate websites
B)marketing websites
C)social media
D)interactive websites
E)affiliate programs

Question 69

Neal Murphy sells his company's unique gift items on television by providing information about the products using 30-minute infomercials. Neal is using ________.

A)interactive TV
B)direct response television advertising
C)phishing
D)telemarketing
E)public relations

Question 70

Which of the following is a primary disadvantage of viral marketing?

A)The costs of viral marketing are too high for most companies.
B)The brand associated with the viral message is usually forgotten.
C)Marketers have little control over who receives the viral message.
D)Viral messages are less likely to be viewed than other types of online promotions.
E)Viral messages are blocked by most search engines.

Question 71

Fiona Lamb is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?

A)direct-mail marketing
B)catalog marketing
C)telephone marketing
D)direct-response television marketing
E)kiosk marketing

Question 72

Adams Cutlery has always relied upon advertising to market its products to final customers. However, now the marketing team at Adams Cutlery is considering a direct marketing campaign consisting of a company website, email to current customers, and an online catalog. Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

A)the ability to increase the range of products the company offers
B)the ability to learn more about their customers and tailor offerings to fit their needs
C)more control over customers' interactions with the company
D)a higher cost-per-contact that could prove to be more cost effective than advertising in mass media
E)a wealth of information about competitors and their products

Question 73

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment. The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location. Which of the following marketing devices is the best match for this goal?

A)kiosks
B)email
C)mobile phones
D)telemarketing
E)podcasts

Question 74

What characteristic of niche sites makes the medium MOST appealing to marketers?

A)audience sizes larger than those of general social networking sites
B)wide variety of demographics and purchasing patterns
C)audiences of people with similar interests
D)commercial transaction capabilities
E)podcasting and vodcasting capabilities

Question 75

What happened in response to the concern that many websites were collecting personal information?

A)Children have no access to certain parts of the Internet.
B)TRUSTe is a nonprofit industry leader that works with companies to secure information
C)Seniors began to be targeted on more websites.
D)The Canadian Government developed a "Privacy Promise to Canadian Consumers."
E)Very little has happened as a result.

Question 76

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data?

A)unauthorized groups
B)microtargeting
C)viral feeds
D)phishing
E)spyware

Question 77

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of creating emotional connections and long-term relationships with a new group of customers. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

A)direct-mail marketing
B)telephone marketing
C)catalogue marketing
D)direct-response television marketing
E)podcast marketing

Question 78

CanFinancial is a financial services provider who also offers car insurance. Whenever a customer has a child who is about to become eligible for a driver's license, the company sends the customer materials related to teaching teenagers how to drive safely. This is an example of using digital customer information to ________.

A)engage with carefully targeted customers
B)sell insurance
C)advertise the company
D)find new customers
E)increase market share

Question 79

According to your textbook, what is the most likely future for online marketing?

A)Online marketing will replace magazines, newspapers, and eventually stores as sources for information and buying.
B)The growth of online marketing will continue but at a much slower pace.
C)The use of online marketing will decline until its effectiveness can be better measured.
D)Online marketing will remain an important approach in an integrated marketing mix.
E)Online social networking will become the primary type of online marketing.

Question 80

Which of the following is a challenge of marketing through social media?

A)Existing social media are resistant to direct advertising.
B)Users may resent an intrusive marketing message.
C)It is hard to measure how frequently social media are used and by how many participants.
D)Most existing social media are already controlled by major corporations.
E)Fewer consumers are using social media such as Facebook and Twitter.