Question 1

With outbound telephone marketing, the company provides a toll-free phone number to receive orders from television ads, print ads, direct mail, and catalogs.

Accepted Answer

Outbound telephone marketing involves the company making calls to potential customers, whereas providing a toll-free number for receiving orders is an example of inbound marketing.

Question 2

One common form of Internet fraud is phishing, a type of identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging personal data.

Accepted Answer

This statement is true. Phishing is a common type of Internet fraud where scammers send deceptive emails or create fraudulent websites to trick users into giving away their personal data, such as usernames, passwords, credit card details, and social security numbers. The scammers use this information for identity theft or financial gain. It's important to be aware of phishing scams and always verify the legitimacy of emails and websites before providing any sensitive information.

Question 3

How has the implementation of the National Do Not Call Registry changed telephone marketing?

Accepted Answer

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Question 4

Explain how the creation of the National Do Not Call Registry may have helped telemarketers more than it hurt them.

Accepted Answer

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Question 5

Interactive TV (iTV) lets viewers interact with television programming and advertising.

Accepted Answer

Interactive TV allows viewers to actively engage with the content being displayed on their screen, whether through interactive games, voting, or personalization features. It also enables advertisers to offer more engaging and targeted commercials that viewers can interact with in real-time.

Question 6

Because of strict consumer privacy regulations, invasion of privacy is no longer a concern for the direct marketing industry.

Accepted Answer

Strict consumer privacy regulations have actually increased concerns about invasion of privacy in the direct marketing industry. Companies now have to be very careful about how they collect and use consumer data, and consumers have more control over how their data is used.

Question 7

You receive a text message on your phone from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

Accepted Answer

Kiosk marketing refers to the use of interactive kiosks to deliver marketing messages or offers to potential customers in physical locations such as malls or stores. In this scenario, the text message indicates that the communication is being delivered through a mobile device, which is not considered kiosk marketing. Therefore, Upscale Furnishings is not developing a direct customer relationship with the recipient through kiosk marketing.

Question 8

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Accepted Answer

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Question 9

Why are printed catalogs still thriving in the face of the growing popularity of Web-based catalogs?

Accepted Answer

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Question 10

Internet marketing practices have raised a number of ethical and legal questions. Why is invasion of privacy perhaps the number one online marketing concern?

Accepted Answer

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Question 11

The Children's Online Privacy Protection Act requires online operators targeting children to post privacy policies on their sites and notify parents about any information they are gathering and obtain parental consent before collecting information from children under age 13.

Accepted Answer

The statement accurately describes the requirements of the Children's Online Privacy Protection Act (COPPA).

Question 12

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

Accepted Answer

Kiosk marketing typically involves physical kiosks that provide information or services in specific locations, rather than connecting users globally.

Question 13

Provide an example of how a marketer uses kiosk marketing.

Accepted Answer

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Question 14

Why is the use of direct-response television growing in popularity?

Accepted Answer

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Question 15

Why are people that are reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Accepted Answer

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Question 16

How has the direct marketing industry taken steps to address privacy and security concerns?

Accepted Answer

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Question 17

Kiosk marketing features marketing messages and promotions delivered to on-the-go consumers through their mobile devices.

Accepted Answer

Kiosk marketing involves using physical kiosks or booths to deliver marketing messages and promotions, not through mobile devices.

Question 18

Identify the major advantage of the following traditional forms of direct marketing: telephone, direct mail, catalog, direct-response television, and kiosk.

Accepted Answer

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Quiz 17: Direct, Online, Social Media, and Mobile Marketing