Exam 17: Direct, Online, Social Media, and Mobile Marketing

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors Corporation. The e-mail asked Josh to send his bank account details and social security number to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so was apprehensive about providing his bank details without verification. Which of the following is illustrated from this scenario?

Which of the following is a major form of direct-response television marketing?

Online ads that incorporate animation, video, sound, and interactivity are called ________.

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Kiosk marketing features marketing messages and promotions delivered to on-the-go consumers through their mobile devices.

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

Search advertisers buy search terms from the search site and pay whenever the search terms come up in the results of a consumer's search.

For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.

________ involves creating a video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

________ are communities over the Internet where people congregate, socialize, and exchange views and information.

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Identify the major advantage of the following traditional forms of direct marketing: telephone, direct mail, catalog, direct-response television, and kiosk.

Most companies use direct marketing as a supplementary channel or medium.

Describe two ways that marketers can participate in online social networks. What are the challenges and advantages of these approaches?

Social media marketing can be inexpensive for companies to use.

What are the characteristics of a successful Web site?

Which of the following is a reason a consumer would follow a company's blog?

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?