Question 1

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 2

An integrated social marketing campaign likely could include all of the following except ________.

Accepted Answer

A)   Facebook pages
B)   Twitter postings
C)   Instagram photos
D)   iTunes podcasts
E)   YouTube videos

Question 3

Most companies use direct marketing as a supplementary channel or medium.

Accepted Answer

A) True 
 B)False

Question 4

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

Accepted Answer

Web sites are designed to engage the cus...

Question 5

Which of the following statements is true of direct marketing?

Accepted Answer

A)   Direct marketing is also referred to as referral marketing.
B)   Salespersons are compensated for other salespeople they recruit.
C)   Direct marketing offers sellers a low-cost alternative for reaching their markets.
D)   Direct marketing involves two or more intermediaries.
E)   In direct marketing, consumers earn a commission every time they buy a product.

Question 6

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 7

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

Accepted Answer

Catalogs and Web sites, both forms of di...

Question 8

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

Accepted Answer

Some companies use a nonprofit self-regu...

Question 9

Which of the following is a benefit of using blogs as marketing tools for companies?

Accepted Answer

A)   Blogs provide companies with a platform to help portray wider merchandise.
B)   Blogs are online selling platforms for people located in hard-to-reach places.
C)   Blogs help reach a wider audience compared to other online direct marketing tools.
D)   Demographic information about customers can be easily discovered.
E)   Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.

Question 10

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

Accepted Answer

A)   social media marketing
B)   kiosk marketing
C)   direct-response television marketing
D)   catalog marketing
E)   direct-mail marketing

Question 11

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Accepted Answer

A) True 
 B)False

Question 12

Music Mogul has arrangements with several stores and retail chains to place their DVDs and digital music machines in prime spots such as near billing counters and at store entrances. Consumers can buy DVDs by depositing payment or they can buy music online via the touch-screen interface on the machine. Which form of marketing is illustrated in this scenario?

Accepted Answer

A)   direct-response television advertising
B)   telemarketing
C)   interactive television
D)   podcast marketing
E)   kiosk marketing

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

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

Accepted Answer

A)   e-mail messages from sites to which she subscribes
B)   banking app for her bank
C)   instant deals and digital coupons
D)   YouTube video
E)   Facebook friends

Question 15

Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com?

Accepted Answer

A)   branded community Web site
B)   digital catalog
C)   social network
D)   podcast
E)   blog

Question 16

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 expensive.
C)   Marketers have little 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 17

Digital catalogs eliminate printing and mailing costs.

Accepted Answer

A) True 
 B)False

Question 18

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 19

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Accepted Answer

A) True 
 B)False

Question 20

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Accepted Answer

A)   mass
B)   niche
C)   individual
D)   multi-level
E)   direct

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

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.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Correct Answer
verified

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

Correct Answer
verified

Which of the following statements is true of direct marketing?

Correct Answer
verified

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Correct Answer
verified

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Correct Answer
verified

Correct Answer
verified

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

Correct Answer
verified
Catalogs and Web sites, both forms of di...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified
Some companies use a nonprofit self-regu...
View Answer

Most companies use direct marketing as a supplementary channel or medium.

Correct Answer
verified

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

Correct Answer
verified
Web sites are designed to engage the cus...
View Answer

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

Correct Answer
verified

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

Correct Answer
verified

Digital catalogs eliminate printing and mailing costs.

Correct Answer
verified

An integrated social marketing campaign likely could include all of the following except ________.

Correct Answer
verified

Which of the following is a benefit of using blogs as marketing tools for companies?

Correct Answer
verified

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

Correct Answer
verified

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

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Correct AnswerverifiedShow Answer

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

Correct AnswerverifiedShow Answer

Which of the following statements is true of direct marketing?

Correct AnswerverifiedShow Answer

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Correct AnswerverifiedShow Answer

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

Correct AnswerverifiedCatalogs and Web sites, both forms of di...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedSome companies use a nonprofit self-regu...View AnswerShow Answer

Most companies use direct marketing as a supplementary channel or medium.

Correct AnswerverifiedShow Answer

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

Correct AnswerverifiedWeb sites are designed to engage the cus...View AnswerShow Answer

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Digital catalogs eliminate printing and mailing costs.

Correct AnswerverifiedShow Answer

An integrated social marketing campaign likely could include all of the following except ________.

Correct AnswerverifiedShow Answer

Which of the following is a benefit of using blogs as marketing tools for companies?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Catalogs and Web sites, both forms of di...
View Answer

Correct Answer
verified

Correct Answer
verified
Some companies use a nonprofit self-regu...
View Answer

Correct Answer
verified

Correct Answer
verified
Web sites are designed to engage the cus...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified