Exam 15: Direct, Online, Social Media, and Mobile Marketing

The largest form of online advertising is ________.

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

How has the National Do Not Call Registry changed the telemarketing industry?

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

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

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

Do-not-call legislation has made telemarketing an ineffective form of direct marketing.

The Treble Clef offers a complete line of sheet music, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has even served as the local representative of several musical instrument manufacturers, providing a contact person for three local school districts. "If we don't have it, chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers. Some patrons are interested in finding a specific piece of sheet music from a particular era. Others walk in just to browse among the hundreds of musical knick-knacks in the store. Gary spends most of his time making presentations to beginning music students at the local schools and making bi-weekly visits to the schools in order to deliver instruments, to make minor repairs when possible, or to pick up instruments to ship to the manufacturer for more complicated repairs. After dragging his feet for quite some time, Gary decided that a Treble Clef website would benefit his customers. He began with a simple site explaining store hours and depicting types of gifts and services available. The site was so well received that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get the sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst school to repair it?" Eventually, Gary added purchasing options to the website, so customers could shop for and order musical novelties online with a credit card. A gift could now be wrapped and sent to the recipient at no extra charge. "I don't know how the Treble Clef managed without our website," Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -In what area(s)might online privacy be important for The Treble Clef?

MINIUSA operates online. Once a customer clicks in, the company quickly tries to turn the inquiry into a sale. MINIUSA is using ________.

Joe Cheatham, a stay-at-home father, regularly posts new entries on a widely read blog. In these entries, he often reviews consumer products that he uses during the course of his day. This is an example of ________.

Amazon.ca and Expedia.ca are best described as ________ that sell products and services directly to final buyers via the Internet.

How might the purpose and content of a branded community website be different from the purpose and content of a marketing website?

What is the fastest growing form of direct marketing?

One of the advantages of direct marketing for sellers is that direct marketing ________.

Explain how a company might benefit from monitoring the blogosphere.

How does a company's effective use of a customer database benefit consumers?

The largest form of online advertising is online display ads.

ABC Company sells directly to final consumers and avoids intermediaries, while catering to a broad group of demographic segments. This marketer is using which type of online marketing?

"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 ________.

Staples' fastest recent growth has come from ________.