Chapter 17: Direct, Online, Social Media, and Mobile Marketing – Flashcards
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Early direct​ marketers, such as catalog​ companies, direct​ mailers, and​ telemarketers, gathered customer names and sold goods mainly by which​ methods?
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Mail and telephone
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In recent​ years, what are the​ fastest-growing forms of​ marketing?
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Direct and digital marketing
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There are several distinct advantages for consumers to use direct and digital marketing. Of the​ following, which is a disadvantage that consumers​ realize?
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Less flexibility in adjustment to prices and offers
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Which of the following is considered a traditional form of direct​ marketing?
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Face-to-face selling
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In recent​ years, there are a host of new digital direct marketing tools. Which of the following is a​ long-established form of direct​ marketing?
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Kiosk marketing
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For most​ companies, the first step in conducting online marketing is to create​ what?
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A website
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The key to a successful Web site is to create enough​ __________ in order to get consumers to come to the​ site, stick​ around, and come back again.
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Value and engagement
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U.S. online sales are greater than​ $225 billion and are experiencing a growth rate of what percent of over 10​ % annually. What American sales are made directly online or are influenced by online​ research?
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More than half of sales
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Which of the following exemplify typical search engines and​ portals?
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Google, Yahoo!, and Bing
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​Firms, such as​ Staples, Walmart, and​ Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms​ engaging?
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Multichannel marketing
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There are several categories of digital direct marketing. Which type of marketing includes the use of websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and​ blogs?
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Online marketing
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For most​ companies, the first step in conducting online marketing is to create​ what?
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A website
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What is the form of online advertising that is the largest portion of all marketing​ expenditures?
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Search-related ads
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Ford Mustang hosts a site with a lot of​ information, videos,​ blogs, and games about the​ Mustang, but customers cannot buy anything directly on the site. What is this online Mustang site​ called?
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A branded community website
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Many marketers who use​ e-mail to communicate with customers use​ permission-based e-mail marketing or​ opt-in email marketing. This minimizes the effect of​ unsolicited, unwanted commercial​ e-mail messages, which are called​ _____________.
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Spam
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​Mattel, the toy​ manufacturer, has created a very clever video to present a contest for a winning contestant to experience a​ Barbie Dream​ Day. At the end of the​ five-minute video, the viewer is asked to share it with friends. What is this marketing tactic​ called?
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Viral marketing
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Many firms employ social media marketing because of the advantages the medium offers. Which of the following is a disadvantage or potential issue of social media​ marketing?
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The costs associated with free social media
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Like traditional​ word-of-mouth communication, social media marketing can present some challenges. In what ways is it similar to the problems a marketer has in managing​ word-of-mouth communication?
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Marketer not having great control over it
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Mobile marketing as a tool in the market mix has doubled in use in the past few years. Which of the following characteristics is a disadvantage of mobile marketing as part of the media tool​ choice?
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Very unobtrusive
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​Bloomingdales' sends monthly mailers and brochures announcing new fashions as well as sales to its credit card holders. What form of direct marketing is the firm​ using?
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Direct-mail marketing
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The two primary forms of​ DRTV, direct-response TV. One form airs television​ spots, often 60 or 120 seconds in​ length, which persuasively describe a product and give customers a​ toll-free number or an online site for ordering. What is the other option in​ DRTV?
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Infomercials
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Of all the forms of direct​ marketing, which is perhaps the most dated form and is being eased out of use in its traditional​ form?
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Printed catalogs
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What is one primary reason marketers continue to use traditional direct marketing tools, such as infomercials and electronic​ kiosks?
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Immediate
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A consumer receives an​ e-mail message that suggests the​ consumer's account has been compromised and the consumer must supply bank​ account, social​ security, or credit card numbers and codes. What type of Internet fraud is​ this?
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Phishing
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With the growth in digital direct marketing in recent​ years, several problems can affect consumers. Which of the following is not something consumers worry about when it comes to using the​ Internet?
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Ample amounts of information
