Question 1

Which of the following is an advantage of a well-designed and targeted telemarketing plan?
purchasing convenience
emotional connections with customers
real-time merchandising
high recruitment and referral rate
almost limitless merchandise available to customers

Accepted Answer

The answer of Which of the following is an advantage...

Question 2

The Internet gave birth to ________, which operate only on the Internet.
brick-and-mortar companies
click-and-mortar companies
old economies
click-only companies
web-and-mortar companies

Accepted Answer

The answer of The Internet gave birth to ________, which...

Question 3

What are two major forms of direct-response television marketing?
direct-response television advertising and infomercials
home-selling and toll-free response
home television response and attention commercials
call-in response and Web-site response
home shopping channels and vodcasts

Accepted Answer

The answer of What are two major forms of direct-response...

Question 4

Why have direct-response television commercials seen an increase in popularity in recent years?
It is has become simpler to replicate the success of classic direct-response TV ads that introduced items such as the Veg-O-Matic and the Beef Jerky Machine.
Traditional broadcast and cable advertising has become prohibitively expensive for many mid-sized companies.
Return on advertising investment can be easily measured.
The popularity of home shopping channels has lent direct-response commercials more credibility.
Consumers are more likely to respond to this type of marketing than to other forms of direct marketing.

Accepted Answer

The answer of Why have direct-response television commercials seen an...

Question 5

Many companies that responded to the popularity of dot coms are doing ________ than their click only competitors.
poorer
better
better portals
about the same
e-tailing less

Accepted Answer

The answer of Many companies that responded to the popularity...

Question 6

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

Accepted Answer

The answer of Texting promotions (e.g., brand coupons), mobile games,...

Question 7

What is the fastest growing form of direct marketing?
mobile-phone marketing
online marketing
interactive TV
direct-response television
podcasts

Accepted Answer

The answer of What is the fastest growing form of...

Question 8

Amazon.ca and Expedia.ca are best described as ________ that sell products and services directly to final buyers via the Internet.
search engines
content sites
transaction sites
e-tailers
portals

Accepted Answer

The answer of Amazon.ca and Expedia.ca are best described as...

Question 9

Direct-response advertisements always contain ________, making it easier for marketers to gauge their effectiveness.
a mailing address for comments
a toll-free number or web address
Nielsen data
an order number
pop-ups

Accepted Answer

The answer of Direct-response advertisements always contain ________, making it...

Question 10

How has the National Do Not Call Registry changed the telemarketing industry?
Telemarketing for nonprofit groups has become nonexistent.
Telemarketing is no longer used by small and medium sized companies.
Telemarketing has replaced direct mail and personal selling because of low costs.
Telemarketers are more effectively developing relationships with new customers.
Telemarketers are more effectively managing relationships with existing customers.

Accepted Answer

The answer of How has the National Do Not Call...

Question 11

Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?
telemarketing by nonprofit groups
business-to-business telemarketing
unsolicited outbound telephone marketing by businesses
inbound telephone marketing
telemarketing by politicians

Accepted Answer

The answer of Which of the following has been limited...

Question 12

Staples' fastest recent growth has come from ________.
offline business
online sales
click-and-mortar
e-business
corporate sales

Accepted Answer

The answer of Staples' fastest recent growth has come from...

Question 13

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called ________.
a transaction site
a content site
the Internet
an extranet
an intranet

Accepted Answer

The answer of Consumers and companies connect to each other...

Question 14

________ allows consumers to gain additional information about a product through the use of a remote control.
Mobile phone marketing
Kiosk marketing
Podcasting
Vodcasting
Interactive television

Accepted Answer

The answer of ________ allows consumers to gain additional information...

Question 15

Which of the following is one of the reasons that many marketers view mobile phones as the next big marketing medium?
Older consumers are using their cell phones for text messaging and accessing the web.
Cell phone users can respond instantly to time-sensitive offers.
Unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users.
Mobile phone advertising has a strong response rate.
Canadian consumers are slow to adopt new technologies.

Accepted Answer

The answer of Which of the following is one of...

Question 16

Direct-response television marketing takes on two major forms: _______ and ______.
direct-response television advertisements; commercials
direct-response television advertisements; interactive TV
infomercials; home shopping channels
digital catalogues; infomercials
interactive TV; kiosks

Accepted Answer

The answer of Direct-response television marketing takes on two major...

Question 17

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

Accepted Answer

The answer of As consumers become more and more comfortable...

Question 18

A 30-minute television advertising program marketing a single product is called a(n) ________.
telemarketing advertisement
infomercial
home shopping channel
integrated marketing advertisement
direct-response commercial

Accepted Answer

The answer of A 30-minute television advertising program marketing a...

Question 19

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.
inbound
outbound
interactive
direct-response
business-to-business

Accepted Answer

The answer of Marketers use ________ telephone marketing to receive...

Question 20

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
become click-only companies
become content sites
become click-and-mortar companies
develop more infomercials
expand their outside sales forces

Accepted Answer

The answer of The growth of the Internet caused many...

Quiz 14: Direct and Online Marketing

Which of the following is an advantage of a well-designed and targeted telemarketing plan? purchasing convenience emotional connections with customers real-time merchandising high recruitment and referral rate almost limitless merchandise available to customers

The Internet gave birth to ________, which operate only on the Internet. brick-and-mortar companies click-and-mortar companies old economies click-only companies web-and-mortar companies

What are two major forms of direct-response television marketing? direct-response television advertising and infomercials home-selling and toll-free response home television response and attention commercials call-in response and Web-site response home shopping channels and vodcasts

Many companies that responded to the popularity of dot coms are doing ________ than their click only competitors. poorer better better portals about the same e-tailing less

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

What is the fastest growing form of direct marketing? mobile-phone marketing online marketing interactive TV direct-response television podcasts

Amazon.ca and Expedia.ca are best described as ________ that sell products and services directly to final buyers via the Internet. search engines content sites transaction sites e-tailers portals

Direct-response advertisements always contain ________, making it easier for marketers to gauge their effectiveness. a mailing address for comments a toll-free number or web address Nielsen data an order number pop-ups

Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry? telemarketing by nonprofit groups business-to-business telemarketing unsolicited outbound telephone marketing by businesses inbound telephone marketing telemarketing by politicians

Staples' fastest recent growth has come from ________. offline business online sales click-and-mortar e-business corporate sales

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called ________. a transaction site a content site the Internet an extranet an intranet

________ allows consumers to gain additional information about a product through the use of a remote control. Mobile phone marketing Kiosk marketing Podcasting Vodcasting Interactive television

Direct-response television marketing takes on two major forms: _ and . direct-response television advertisements; commercials direct-response television advertisements; interactive TV infomercials; home shopping channels digital catalogues; infomercials interactive TV; kiosks

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

A 30-minute television advertising program marketing a single product is called a(n) ________. telemarketing advertisement infomercial home shopping channel integrated marketing advertisement direct-response commercial

Marketers use ________ telephone marketing to receive orders from television ads and catalogs. inbound outbound interactive direct-response business-to-business

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. become click-only companies become content sites become click-and-mortar companies develop more infomercials expand their outside sales forces