Exam 14: Direct and Online Marketing

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

Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers.

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

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

To be effective, a customer database system must be user-friendly and available to the various marketing groups within a company.

Phishing is a type of online identity theft that uses deceptive emails and fraudulent websites, often asking users to enter personal information.

Charlie Proux received an email promoting a new financial services institution that offers surprisingly low mortgage rates.The email simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote.Suspicious of the offer, Charlie researched the company and discovered that the email was a fraud.This is an example of ________. online eavesdropping phishing malware heat marketing viral marketing

Explain how a company might benefit from monitoring the blogosphere.

Most companies that create print catalogs now also provide ________ catalogs. video email store Web-based specialty

"Your Cleaning Team" is a company that provides house cleaning services in major urban and suburban areas.Marketers at Your Cleaning Team developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers at Your Cleaning Team are using ________. content sponsorship viral marketing C2B marketing rich media ads a marketing website

What type of information is typically exchanged through a blog?

________ are online ads that appear anywhere on an Internet user's screen and are often related to the information being viewed. Pop-unders Display ads Search-related ads Contextual ads Banner ads

B2C websites deal with exchanges between businesses and companies.

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome. Corporate websites Marketing websites Web communities Brand websites Social networks

________ 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

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

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

In the West Jet mini case, the authors discuss online brand advocates.What are online brand advocates, what do they do, and why are they so valuable?

Unsolicited and unwanted commercial email is known as ________. viral email e-tailing pop-up advertising pop-under advertising spam

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