Deck 13: Direct and Digital Marketing: Interactivity and Fulfilment

Question 1

What are the two goals of 'direct and digital 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

Answer 1

C

Question 2

Amazon.com,eBay and Facebook have built their entire promotional approach around ________.

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

Answer 2

C

Question 3

Direct and digital marketing is continuing to become more ________ oriented.

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

Answer 3

B

Question 4

When using direct and digital marketing,any media can be used.

Question 5

Most companies use direct marketing as their primary channel.

Question 6

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

A)direct-response marketing
B)direct print and reproduction
C)digital marketing
D)kiosk marketing
E)online marketing

Question 7

Which of the following is NOT one of the benefits for the seller in direct and digital marketing?

A)efficiency and speed in reaching markets
B)price and program flexibility
C)ability to control market share
D)low cost-per-contact
E)efficiency in order processing

Question 8

Which of the following is NOT a form of direct and digital marketing?

A)public relations
B)telephone marketing
C)direct-mail marketing
D)kiosk marketing
E)online catalogue

Question 9

Explain why many companies are shifting more of their marketing dollars to online advertising.

Question 10

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

A)offers access to buyers outside local markets
B)eliminates the need for a salesforce
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 11

Direct marketing rarely occurs on a one-to-one,interactive basis.

Question 12

In its promotional mix,the XYZ Corporation uses advertising,public relations,personal selling and direct marketing.XYZ is most likely using direct marketing as a ________ channel or medium.

A)primary
B)secondary
C)tertiary
D)supplementary
E)fulfilment

Question 13

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 14

Outline the major benefits of direct marketing for both customers and sellers.

Question 15

________ marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and / or transaction at any location.

Question 16

Most companies use direct marketing as a supplementary channel or medium.

Question 17

A cutlery firm has always relied upon advertising to market its quality products to final customers.The marketing team is now considering beginning a direct and digital marketing campaign consisting of a company website,email to current customers and an online catalogue.Which of the following would the 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 18

________ marketing entails interaction with known customers and others in the marketing channel on a one-to-one basis,and often in real time,using electronic network tools and technologies.

Question 19

For customers,the benefits of direct marketing are that it is an easy,private and convenient way to shop.

Question 20

Which of the following is NOT 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

Question 21

To attract new visitors and to encourage revisits,online marketers should pay close attention to the 'seven Cs of effective website design'.Which of the following is NOT one of the seven Cs?

A)context: the site's layout and design
B)content: text,pictures,sounds and video that the website contains
C)commerce: the site's ability to enable commercial transactions
D)customer: the way the customer is given incentives to use the website
E)connection: the degree that the site is linked to other sites

Question 22

A small,successful chain of mostly urban stores offers stylish clothes made of all-organic materials for infants,toddlers and young children.It is considering using direct and digital 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 and digital 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 23

'Telesales' can ________.

A)be used to generate new sales leads.
B)be more economical than field force calling
C)be more effective in promoting the corporate image
D)involve both inbound and outbound calls
E)All of the above.

Question 24

Using ________ telephone marketing,marketers sell directly to consumers.

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

Question 25

Which of the following is NOT a metric used by Google Search?

A)average time on site (dwell time)
B)referring sites (click-throughs)
C)visits
D)visitor demographics
E)display ads

Question 26

Of the seven Cs of effective website design,________ refers to a website's layout and design.

A)customisation
B)context
C)connection
D)commerce
E)communication

Question 27

'Kiosks' can be placed in ________.

A)stores
B)airports
C)university campuses
D)hotels
E)All of the above.

Question 28

A gutter installation company,in the past,generated 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 the firm switched from 'telemarketing' to 'direct mail'?

A)the government's anti-spam legislation
B)the Unsolicited Messages Act
C)ESOMAR Guidelines for online research
D)the Children's Online Privacy Protection Act
E)the National Do Not Call Register

Question 29

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

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

Question 30

Of the seven Cs of effective website design,________ refers to the ways that the site enables user-to-user communication.

A)context
B)content
C)community
D)customisation
E)customer

Question 31

A charity raises funds to help provide educational services to children and families in developing countries.The marketing manager wants to reach a select market of individuals who have recently donated to international charities.Which of the following types of direct marketing is he most likely to use?

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

Question 32

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

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

Question 33

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

A)customisation
B)content
C)context
D)connection
E)community

Question 34

Of the seven Cs of effective website design,________ refers to a website's capability to enable commercial transactions.

A)customisation
B)content
C)connection
D)commerce
E)communication

Question 35

What is the main purpose of a corporate website?

A)to sell the company's products directly
B)to build customer goodwill,collect customer feedback,and supplement other sales channels
C)to show a catalogue 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 36

Telemarketing differs from telesales in that telesales involves telephone operators ________.

A)who call random telephone numbers from the telephone book
B)who only handle inbound calls
C)who routinely call customers to take their orders
D)who send faxes to potential customers
E)All of the above.

Question 37

________ 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 38

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 39

'Telemarketing' may ________.

A)be used to generate new sales leads
B)be used only with direct mail
C)be used only with TV
D)involve both inbound and outbound calls
E)A and D

Question 40

The process of making modifications to a website which ensure indexing by spiders and bots,and which help a site to be found by keyword searches,improve search rankings and assist search output is known as ________.

A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging

Question 41

Internet companies use ________ to work with other companies,online and offline,to promote each other.

A)alliance and affiliate programs
B)search-related ads
C)cooperative advertising
D)interstitial advertising
E)content sponsorship

Question 42

'Telemarketing' is a synonym for 'direct response TV'.

Question 43

A company that provides house cleaning services in major urban and suburban areas developed a short,humorous video promoting the company's services in the hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers are using ________.

A)content sponsorship
B)viral marketing
C)blogs
D)rich media ads
E)a marketing website

Question 44

Unsolicited and unwanted commercial email is known as ________.

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

Question 45

Online marketing can involve the interchange of information through internet forums,including customers' praise for - and complaints about - products.

Question 46

You are looking up airline schedules on the internet.A bar at the top of the website reads,'Stay at Holiday Inn and get a 25 per cent discount!' This is an example of a ________.

A)banner
B)spam
C)content sponsorship
D)HTML
E)contextual advertisement

Question 47

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

A)improved measurability of results and brand tracking
B)ability to reach a wide variety of demographics and purchasing patterns
C)ability to reach audiences of people with similar interests
D)commercial transaction capabilities
E)podcasting and vodcasting capabilities

Question 48

Which of the following best describes 'viral marketing'?

A)Creating a website or email that is so captivating that users will want to pass it along.
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 refers to a system that allows suppliers to access inventory online.

Question 49

Which of the following is a NOT a major challenge for brands wishing to engage in online communities or social networks?

A)The costs of participation are too high for most companies.
B)Results of online participation are difficult to measure.
C)Marketers have little control over online content.
D)Users may resent the brand's intrusion into social dialogue.
E)Users may post derogatory remarks or evaluations

Question 50

Jane receives a phone call from a charitable institution.The caller immediately informs her that she is not asking for a donation but instead invites her to assist the charity by selling raffle tickets for a forthcoming sweepstake,in which the grand prize is a home on the Gold Coast.Jane has just been contacted by a telemarketer.

Question 51

Ring-tone giveaways,mobile games and text-in contests are all examples of ________ marketing.

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

Question 52

When a text link occurs within an online article on a given topic and the marketer pays a fee each time a user clicks on that link,this is known as ________.

A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging

Question 53

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 cluttered and difficult to control.
D)Blogs are losing popularity.
E)Blogs do not provide the kind of personalised medium that today's marketers want.

Question 54

When a marketer pays a large sum of money to ensure that a search engine such as Google lists a given website at the top or side of the listings on a predetermined search word,this is known as ________.

A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging

Question 55

On www.consumerist.com,people obtain information and exchange views about products.This website is an example of a(n)________.

A)content website
B)online community
C)content sponsorship
D)contextual advertisement
E)marketing website

Question 56

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging

Question 57

Former Australian MasterChef contestant,Billy Law,hosts a website known as 'A Table For Two' (ATFT)that features the best eats in and around Sydney,fabulous food photography,personal notes about food and travel,occasional recipes and notes about ingredients.Billy's site is best described as ________.

A)a corporate website
B)a dedicated branded website
C)a blog
D)an online magazine
E)a social network

Question 58

The term 'HTML' refers to which of the following phrases?

A)Hyper Theoretical Major Language
B)Hyper Tone Melodic Language
C)Heavy Tagged Minor Language
D)Hyper Text Mark-up Language
E)Hyper Transcript Mental Language

Question 59

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

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

Question 60

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 a fresh,inexpensive and personal way to connect with consumers.

Question 61

Visits,average time spent on site and click-throughs are all examples of Google's 'search metrics'.

Question 62

Direct ________ is printed material sent by mail to convey offers to consumers,whether targeted to the recipient by name or to the business or householder by a broader targeting method.

Question 63

A woman has been saving her money to buy a BMW convertible.She has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models.She has been using BMW's marketing website.

Question 64

An information and ordering machine that allows orders to be placed or payments to be made is known as a(n)________.

Question 65

A website that combines interactive features such as links and chat forums along with graphic features and animations is more likely to generate traffic than a text-only website.

Question 66

There are basically two ways that marketers can engage in online communities.They can join ________ networks or they can ________ their own network.

Question 67

When considering the different forms of direct and online marketing,________ involves inbound or outbound personal selling calls where orders are taken immediately when the offer is made.

Question 68

________ involve(s)routine order taking by telephone operators.

Question 69

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail and catalogues.

Question 70

________ involves the use of telephone operators to attract new customers or contact existing customers to ascertain satisfaction levels or take orders.

Question 71

Do-not-call legislation has made telemarketing an ineffective form of direct marketing.

Question 72

Marketing effort designed to gain prominence for a website with a view to attracting visitors who search on keywords is known as ________ ________ marketing.

Question 73

When considering the different forms of direct and online marketing,direct ________ involves personal selling into the home or office of potential customers or to a known clientele.

Question 74

Companies can benefit from monitoring the blogosphere even if they decide not to actively participate in sponsoring,influencing or creating content.

Question 75

Permission-based email advertising allows marketers to send tailored messages to targeted customers who actually want to receive them.

Question 76

Most kiosks differ from vending machines in that they do not dispense an actual product.

Question 77

The most basic type of website is a(n)________ site.

Question 78

Because of their growing audience,web logs,also known as blogs,are gaining influence.

Question 79

'Banners' are online ads that pop up between changes on a website.

Question 80

Viral marketing is also known as ________ marketing.