Question 1

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment,but the marketing department wants to promote the Green Gardens website.When customers are unable to find a product they need on the shelves of their local Green Gardens,the marketing department wants them to search for the product on the Green Gardens website.Which of the following marketing devices is the best match for this goal?

Accepted Answer

Kiosks placed within the physical stores can directly encourage customers to search for products on the Green Gardens website if they can't find what they're looking for on the shelves. This provides an immediate solution for customers already shopping in-store.

Question 2

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

Accepted Answer

The answer of Ring-tone giveaways,mobile games,and text-in contests are all...

Question 3

A television program or entire channel dedicated to selling goods and services is known as a(n)________.

Accepted Answer

The answer of A television program or entire channel dedicated...

Question 4

________ catalogues are used to eliminate production,printing,and mailing costs.

Accepted Answer

The answer of ________ catalogues are used to eliminate production,printing,and...

Question 5

Mary has found that television ads and catalogues are especially effective when coupled with ________ telephone marketing to receive orders from customers

Accepted Answer

The answer of Mary has found that television ads and...

Question 6

While many companies did not like the introduction of the National Do Not Call List,there have been some benefits for the telemarketing industry.Which of the following is the main one?

Accepted Answer

The National Do Not Call List helps telemarketers focus their efforts on individuals who have not opted out, allowing for more effective management of relationships with existing customers who are likely to be more receptive to their calls.

Question 7

You are looking up airline schedules on the Internet.A bar at the top of the screen reads,"Stay at Holiday Inn and get a 25 percent discount!" This is a(n)________.

Accepted Answer

The answer of You are looking up airline schedules on...

Question 8

Firms such as Kodak and Fuji are placing ________ in stores,airports,and other locations to provide people with information about products and services or to enable customers to place orders.

Accepted Answer

The answer of Firms such as Kodak and Fuji are...

Question 9

What is the fastest growing form of direct-marketing?

Accepted Answer

Online marketing is the fastest growing form of direct-marketing due to its wide reach, cost-effectiveness, and the increasing amount of time people spend on the internet.

Question 10

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using ________.

Accepted Answer

The answer of Neal Murphy sells his company's unique gift...

Question 11

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Accepted Answer

Mobile phone marketing is the most effective channel for reaching the 18-to-34-year-old demographic with instant, time-sensitive offers due to its widespread use among this age group and the ability to prompt immediate action through notifications and messages.

Question 12

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

Accepted Answer

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

Question 13

The Internet gave birth to ________,which operate only on the Internet.

Accepted Answer

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

Question 14

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

Accepted Answer

Purchasing convenience for customers is a significant advantage of a well-designed and targeted telemarketing plan, as it allows customers to buy products or services from the comfort of their own homes or workplaces without the need to visit a physical store.

Question 15

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

Accepted Answer

Home shopping channels and infomercials are two major forms of direct-response television marketing, allowing consumers to purchase products directly through their television.

Question 16

Janice is now in charge of cataloguing for her company.Her predecessor,before retirement,told her there is a real advantage of printed catalogues over digital catalogues.What is it?

Accepted Answer

Printed catalogues can create a stronger emotional connection with customers due to their tangible nature, which can enhance the customer experience and engagement.

Question 17

Why have direct-response television commercials seen an increase in popularity in recent years?

Accepted Answer

The ability to track phone calls and website hits from direct-response television commercials allows advertisers to easily measure the effectiveness and return on investment of their campaigns, making this advertising method more appealing.

Question 18

Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product?

Accepted Answer

An infomercial is a longer form of television advertisement, typically lasting around 30 minutes, which is designed to provide detailed information about a product and often includes testimonials, demonstrations, and a call to action, making it the most accurate name for a 30-minute television advertising program marketing a single product.

Question 19

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

Accepted Answer

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

Question 20

Which of the following enables consumers to download files from the Internet to a handheld device?

Accepted Answer

Podcasting allows users to download audio files from the Internet to a handheld device, enabling them to listen to their chosen content anywhere and anytime.

Quiz 17: Direct and Online Marketing: Building Direct Customer Relationships