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

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

E-mail can be the ultimate direct marketing tool, as it lets marketers send highly targeted, tightly personalized, relationship-building messages.

What action do consumers continue to perform even though a majority are concerned with identify theft?

You receive a text message on your phone from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

All of the following are forms of traditional direct marketing EXCEPT ________.

Why are printed catalogs still thriving in the face of the growing popularity of Web-based catalogs?

Provide an example of how a marketer uses kiosk marketing.

Telemarketing is especially effective for business-to-business marketers.

Which of the following types of marketing involves sending out letters, brochures, samples, and DVDs to consumers' addresses?

Why are people that are reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

Interactive TV (iTV) lets viewers interact with television programming and advertising.

Which of the following is true about e-mail marketing messages?

The ________ was established by the Direct Marketing Association.

Which kind of social media networks are smaller communities likely to join or create?

TRUSTe, a nonprofit self-regulatory organization, works with other companies to audit online privacy and security measures. It lends its TRUSTe privacy seal to all the following communication channels that meet its privacy and security standards EXCEPT ________.

Because of strict consumer privacy regulations, invasion of privacy is no longer a concern for the direct marketing industry.

Digital catalogs eliminate printing and mailing costs.

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

Refer to the scenario below to answer the following question(s). The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers. Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs. After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get 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?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge. "This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -In addition to sending samples of sheet music to schools, Gary sends school music directors messages with links to sample digital clips of the compositions. What kind of marketing is this?