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

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Question 51

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What are the strengths and weaknesses of e-mail marketing?

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E-mail is still the king as 91 percent o...

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Question 52

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The ________ was established by the Direct Marketing Association.

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

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Question 53

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

Marbles Inc. has placed vending machines in most of its retail stores in Florida. Consumers can order a pack of marbles by just selecting their requirements on the touch screen. Which term best describes such machines?

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

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

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 ________.

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

Direct marketing seldom occurs on a one-to-one, interactive basis.

Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Charlie researched the company and discovered that the e-mail was a fraud. This is an example of ________.

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

While blogs are a fundamentally a consumer-controlled medium, marketers can ________.

Explain the strengths of mobile marketing from the marketer's point of view.

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

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

Which of the following is most likely an advantage of viral marketing?

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

Why is the use of direct-response television growing in popularity?

Direct marketing is an expensive way of reaching target markets.

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