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

Though direct mail permits high target-market selectivity and can be personalized, it does not allow easy measurement of results.

Direct marketing rarely occurs on a one-to-one, interactive basis.

Which of the following is an advantage of printed catalogs over digital catalogs?

What is the main purpose of a branded community website?

What happened in response to the concern that many websites were collecting personal information?

Using Priceline.com, would-be buyers can bid for airline tickets, hotel rooms, rental cars, cruises, and vacation packages. It is then up to sellers to decide whether or not to accept an offered bid. This is an example of ________.

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

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 could spam harm The Treble Clef?

On www.consumerist.com, people exchange views and obtain information about products. This website is an example of a(n)________.

Provide an example of how a marketer uses kiosk marketing.

Because broadcast systems now offer ITV capabilities, interactive TV is likely to become a more widely used direct marketing medium.

How do digital and social media marketing offer great promise and many challenges for the future?

Online advertising appears while consumers are browsing online.

For customers, the benefits of direct marketing are that it is an easy, private, and convenient way to shop.

Printed catalogues are one of the best ways to drive online and mobile sales.

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of creating emotional connections and long-term relationships with a new group of customers. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

Why is traditional direct mail still used heavily?