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

Provide two reasons why companies are shifting more of their marketing dollars to online advertising.

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

To decrease direct marketing abuses, government agencies are investigating do-not-call lists, do-not-mail lists, do-not-track-online lists, and ________.

What is a significant issue for social media and for companies using it as a marketing tool?

James is looking for a new suit for a job interview. He is shopping at Smith & Jones, a well-regarded menswear store. While he looks at various styles and uses his smartphone to scan codes, the menswear shopping app provides him with suggestions for shirts, ties, and shoes that would complete the ensemble he needs to make a strong, positive impact at his interview. The ability of the app to provide this information serves to ________.

Which of the following is the fastest growing form of direct marketing?

By using ________ to contact potential customers, marketers sell directly to consumers.

Even large companies use infomercials for all the following reasons EXCEPT to ________.

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

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

What is the most likely reason that direct-response television marketing has increased in recent years?

A(n) ________ is designed to present brand content that engages consumers and creates customer-brand community.

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

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

Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Charlie researched the company and discovered that the e-mail was a fraud. This is an example of ________.

Which of the following is true about online direct marketing?

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

Which of the following best describes permission-based e-mail marketing?