Question 1

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association (DMA)?

Accepted Answer

A)  It forbids all DMA members from spending excessively on digital advertising. 
B)  It requires all DMA members to notify customers when any personal information is rented, sold, or exchanged with others. 
C)  It encourages DMA members to create more digital content that is tailored for children under age 13. 
D)  It recommends that DMA members help each other by sharing customer psychographic data. 
E)  It forbids DMA members from sending email, mail, or phone offers to any customer.

Question 2

A product first introduced in 1937, Old Spice invigorated its brand by taking advantage of a clever marketing campaign to create a lot of brand buzz. Which of the following is true of viral marketing?

Accepted Answer

A)  It is a system that allows a supplier to access a customer's inventory levels online. 
B)  It refers to online marketing problems caused by technical glitches. 
C)  It is another term for the unethical invasion of online privacy. 
D)  It is the digital version of word-of-mouth marketing. 
E)  It is an automated system that manages digital sales and marketing functions.

Question 3

can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

Accepted Answer

A)  Mobile marketing 
B)  Television marketing 
C)  Inbound telephone marketing 
D)  Indirect marketing 
E)  Direct-mail marketing

Question 4

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

Accepted Answer

A)  phishing site 
B)  community website 
C)  online forum 
D)  blog 
E)  marketing website

Question 5

Which of the following is most likely true about direct and digital marketing?

Accepted Answer

A)  They are used to sell goods to an undifferentiated market segment. 
B)  They build customer engagement and constitute a complete model for doing business. 
C)  They remain unaffected by the rapid growth of technologies. 
D)  They are inconvenient and lengthen the process for most buyers. 
E)  They are rarely used by companies as supplementary channels.

Question 6

Firms like eyewear brand Warby Parker include emails as part of their marketing strategy. Which of the following is most likely true about email marketing?

Accepted Answer

A)  It is used by marketers to send highly targeted messages. 
B)  It is restricted to the use of personal computers. 
C)  It cannot be personalized for individual consumers. 
D)  It is always non-intrusive in nature due to spam filters. 
E)  It is a traditional form of direct marketing.

Question 7

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as _.

Accepted Answer

A)  email marketing 
B)  catalogue marketing 
C)  telemarketing 
D)  kiosk marketing 
E)  viral marketing

Question 8

Whereas space is limited in an online catalogue, print catalogues can offer an almost unlimited amount of merchandise.

Accepted Answer

A) True 
 B)False

Question 9

Online advertising involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

Accepted Answer

A) True 
 B)False

Question 10

Every time a search is made on Google, Yahoo, or Bing using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a .

Accepted Answer

A)  Web blog 
B)  digital catalog 
C)  display advertisement 
D)  contextual advertisement 
E)  community website

Question 11

iTV lets viewers interact with television programming and advertising using their remote controls.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is an example of inbound telemarketing?

Accepted Answer

A)  Sterrns Media utilizes interactive cable systems to enable customers to obtain product information by using their TV remotes. 
B)  Sterrns Media spends a lot of time and effort to train its sales force to call businesses and inform them about its B2B products. 
C)  Sterrns Media airs advertising programs called infomercials to attract viewers and get them to order products from its website. 
D)  Sterrns Media purchases customer information and later cold calls these customers to generate potential leads. 
E)  Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number.

Question 13

Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

Accepted Answer

A) True 
 B)False

Question 14

Describe the various legislative actions that have been taken to regulate the manner in which online, social media, and mobile operators obtain and use consumer information.

Accepted Answer

The answer of Describe the various legislative actions that have...

Question 15

Which of the following is true of marketing through blogs?

Accepted Answer

A)  Blogs are a form of traditional direct marketing. 
B)  Blogs are typically used to provide automated responses to consumer conversations. 
C)  Blogs are an inexpensive yet personal way to connect with consumers. 
D)  Starting and maintaining blogs is expensive. 
E)  Companies should not monitor blogs if they want to reach customers effectively.

Question 16

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data?

Accepted Answer

A)  crowdsourcing 
B)  cold calling 
C)  viral marketing 
D)  crowdcasting 
E)  phishing

Question 17

Which of the following account for the largest portion of firms' online advertising spending?

Accepted Answer

A)  community websites and blog posts 
B)  search-related and rich media advertisements 
C)  digital and rich media advertisements 
D)  display and search-related advertisements 
E)  blog posts and digital media

Question 18

Marketers use inbound telephone marketing to sell to customers directly.

Accepted Answer

A) True 
 B)False

Question 19

An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

Accepted Answer

A) True 
 B)False

Question 20

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogues.

Accepted Answer

A) True 
 B)False

Exam 14: Direct, Online, Social Media, and Mobile Marketing

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association (DMA) ?

A product first introduced in 1937, Old Spice invigorated its brand by taking advantage of a clever marketing campaign to create a lot of brand buzz. Which of the following is true of viral marketing?

can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

Which of the following is most likely true about direct and digital marketing?

Firms like eyewear brand Warby Parker include emails as part of their marketing strategy. Which of the following is most likely true about email marketing?

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as _.

Whereas space is limited in an online catalogue, print catalogues can offer an almost unlimited amount of merchandise.

Online advertising involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

Every time a search is made on Google, Yahoo, or Bing using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a .

iTV lets viewers interact with television programming and advertising using their remote controls.

Which of the following is an example of inbound telemarketing?

Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

Describe the various legislative actions that have been taken to regulate the manner in which online, social media, and mobile operators obtain and use consumer information.

Which of the following is true of marketing through blogs?

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data?

Which of the following account for the largest portion of firms' online advertising spending?

Marketers use inbound telephone marketing to sell to customers directly.

An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogues.