Question 1

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?

Accepted Answer

A)  bait-and-switch 
B)  cyber spying 
C)  viral marketing 
D)  phishing 
E)  spam

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)  shopping online 
B)  searching for product information 
C)  reading reviews from friends on Facebook 
D)  sending and responding to e-mail messages 
E)  watching videos

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  face-to-face selling 
B)  point-of-purchase promotion 
C)  telemarketing 
D)  direct-mail marketing 
E)  kiosk marketing

Question 6

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

Accepted Answer

The answer of Why are printed catalogs still thriving in...

Question 7

Provide an example of how a marketer uses kiosk marketing.

Accepted Answer

The answer of Provide an example of how a marketer...

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  direct-response marketing 
B)  direct-mail marketing 
C)  direct digital marketing 
D)  kiosk marketing 
E)  online marketing

Question 10

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?

Accepted Answer

The answer of Why are people that are reached by...

Question 11

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 ________.

Accepted Answer

A)  contextual advertising 
B)  rich media ads 
C)  content sponsorship 
D)  catalog advertising 
E)  social media advertising

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address. 
B)  E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis. 
C)  E-mail marketing messages are effective in reaching the desired target market and result in low costs. 
D)  E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines. 
E)  E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail.

Question 14

The ________ was established by the Direct Marketing Association.

Accepted Answer

A)  Privacy Promise to American Consumers 
B)  Trusted Email Open Standard 
C)  Children's Online Privacy Protection Act 
D)  CAN-SPAM legislation 
E)  Do Not Call Registry

Question 15

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

Accepted Answer

A)  blog 
B)  niche 
C)  Internet 
D)  video 
E)  commercial

Question 16

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 ________.

Accepted Answer

A)  mobile apps 
B)  e-mail marketing 
C)  telemarketing 
D)  Web sites 
E)  social media

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Digital catalogs eliminate printing and mailing costs.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  exemption from the National Do Not Call Registry 
B)  ability to portray wider merchandise 
C)  purchasing convenience for customers 
D)  interactive infomercials via phone 
E)  coordination with nearby kiosks

Question 20

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?

Accepted Answer

A)  e-mail marketing 
B)  viral marketing 
C)  kiosk marketing 
D)  mobile marketing 
E)  catalog marketing

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?