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

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Question 21

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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.

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Question 22

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

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As consumers spend more and more time on...

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Question 23

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

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

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

Digital and traditional direct marketing forms must be blended into an integrated marketing communications program for best results.

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Which of the following statements is true of viral marketing?

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

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?

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Online ads that incorporate animation, video, sound, and interactivity are called ________.

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

Provide an example of how a marketer uses kiosk marketing.

Buyers with low sales resistance can often be tempted by all the following common features of infomercials EXCEPT ________.

Explain how a company benefits from monitoring the blogosphere.

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?

Geller Insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example?

Consumers welcome e-mail marketing messages; opportunities to control the messages they receive are frequently ignored.

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 ________.