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

Direct and digital marketing have become the fastest-growing form of ________.

Permission-based email advertising allows marketers to send tailored messages to targeted customers who actually want to receive them.

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

Direct-response television marketing takes on two major forms: ________ and ________.

How has the direct marketing industry taken steps to address privacy and security concerns?

Which of the following is one of the reasons that many marketers view mobile phones as the next big marketing medium?

Which of the following is "the king" of digital marketing?

Using ________ telephone marketing, marketers sell directly to consumers.

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

Online marketing can involve the interchange of information through Internet forums, including customers' praise for and complaints about products.

Direct marketing serves as a powerful relationship-building tool.

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

CanFinancial is a financial services provider who also offers car insurance. Whenever a customer has a child who is about to become eligible for a driver's license, the company sends the customer materials related to teaching teenagers how to drive safely. This is an example of using digital customer information to ________.

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!" -How is The Treble Clef benefiting from its website?

Which of the following is a potential drawback of advertising on or attempting to influence content on a blog?

Why are many companies shifting more of their marketing dollars to online advertising?

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

Consume involvement can be built by integrating direct response television commercials with

Briefly describe the fastest-growing form of direct marketing.

Direct marketing is continuing to become more ________-oriented.