Question 1

How has do-not-call legislation helped direct marketers?

Accepted Answer

A)   Marketers are compensated by the Federal Trade Commission for lost sales caused by the laws.
B)   Direct marketers have outsourced their activities to firms that are exempt from such laws.
C)   Direct marketers have developed kiosks as an alternative to telemarketing.
D)   Telemarketers are allowed to call customers for a small fee.
E)   Telemarketers have developed opt-in calling systems that target consumers who have chosen to be contacted and therefore are less invasive. E

Question 2

Identify the traditional direct marketing tools and differentiate them from the digital direct marketing tools. What is their importance?

Accepted Answer

Traditional direct marketing tools include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing. In recent years, however, digital direct marketing tools have burst onto the marketing scene, including online marketing (Web sites, online ads and promotions, e-mail, online videos, and blogs), social media marketing, and mobile marketing. It's important to remember that all of these tools-both the new digital and the more traditional forms-must be blended into a fully integrated marketing communications program.

Question 3

Blogs can be used to appeal to specific special-interest groups, about almost any topic.

Accepted Answer

A) True 
 B)False  True

Question 4

The Children's Online Privacy Protection Act requires online operators targeting children to post privacy policies on their sites and notify parents about any information they are gathering and obtain parental consent before collecting information from children under age 13.

Accepted Answer

A) True 
 B)False

Question 5

Describe the largest form of online advertising.

Accepted Answer

The answer of Describe the largest form of online advertising....

Question 6

Explain the goal of viral marketing.

Accepted Answer

The answer of Explain the goal of viral marketing....

Question 7

Social media are all of the following EXCEPT ________.

Accepted Answer

A)   expensive
B)   interactive
C)   personal
D)   targeted
E)   timely

Question 8

Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?

Accepted Answer

A)   Web directory
B)   blog
C)   corporate Web site
D)   digital catalog
E)   branded community Web site

Question 9

Direct and digital marketing involve targeting broad segments of customers.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is most likely a disadvantage of viral marketing?

Accepted Answer

A)   Viral marketing usually takes time to make an impact.
B)   Viral marketing is very inexpensive.
C)   Marketers have great control over who receives the viral message.
D)   Viral marketing messages are offensive to the audiences who are not a part of the targeted market.
E)   Viral marketing messages are blocked by most search engines.

Question 11

Online companies include all of the following EXCEPT ________.

Accepted Answer

A)   content sites
B)   online social media
C)   search engines and portals
D)   transaction sites
E)   brick-and-mortar

Question 12

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails?

Accepted Answer

A)   malware
B)   adware
C)   Trojan
D)   firewall
E)   spam

Question 13

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________.

Accepted Answer

A)   low cost
B)   efficiency
C)   speed
D)   need for sales training
E)   flexibility

Question 14

Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?

Accepted Answer

A)   telemarketing
B)   viral marketing
C)   integrated marketing
D)   omni-channel marketing
E)   kiosk marketing

Question 15

Green Gardens is a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?

Accepted Answer

A)   kiosk
B)   digital catalog
C)   podcast
D)   tablet
E)   online networks

Question 16

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?

Accepted Answer

A)   using flashy graphics, bright colors and vivid pictures
B)   aggressively promoting the site in broadcast advertising and through ads and links on other sites
C)   offering prizes for visiting the site
D)   providing rewards for visitors connecting their friends to the site
E)   requiring registration on the first visit to the site

Question 17

Digital catalogs offer all of the following benefits EXCEPT ________.

Accepted Answer

A)   presenting an almost unlimited amount of merchandise
B)   offering a broad assortment of presentation formats, including search and video
C)   adding and removing products as needed
D)   adjusting prices instantly to meet demand
E)   touching the product

Question 18

A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Accepted Answer

A) True 
 B)False

Question 19

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!"
-Which kind of Web site does Treble Clef use?

Accepted Answer

A)   branded community Web site
B)   corporate Web site
C)   investor relations Web site
D)   marketing Web site
E)   online Web site

Question 20

Viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.

Accepted Answer

A) True 
 B)False

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

How has do-not-call legislation helped direct marketers?

Identify the traditional direct marketing tools and differentiate them from the digital direct marketing tools. What is their importance?

Blogs can be used to appeal to specific special-interest groups, about almost any topic.

The Children's Online Privacy Protection Act requires online operators targeting children to post privacy policies on their sites and notify parents about any information they are gathering and obtain parental consent before collecting information from children under age 13.

Describe the largest form of online advertising.

Explain the goal of viral marketing.

Social media are all of the following EXCEPT ________.

Direct and digital marketing involve targeting broad segments of customers.

Which of the following is most likely a disadvantage of viral marketing?

Online companies include all of the following EXCEPT ________.

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails?

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________.

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?

Digital catalogs offer all of the following benefits EXCEPT ________.

A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.