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Exam 14: Direct and Online Marketing

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Question 71

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Catalogs, brochures, samples, and DVDs are all examples of which type of marketing? direct-response marketing direct-mail marketing digital direct marketing kiosk marketing online marketing

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Question 72

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Which of the following is a primary disadvantage of viral marketing? The costs of viral marketing are too high for most companies. The brand associated with the viral message is usually forgotten. Marketers have little control over who receives the viral message. Viral messages are less likely to be viewed than other types of online promotions. Viral messages are blocked by most search engines.

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Question 73

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What is the fastest growing form of direct marketing? mobile-phone marketing online marketing interactive TV direct-response television podcasts

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data? unauthorized groups microtargeting viral feeds phishing spyware

B2B includes which of the following. online trading networks social networks SPAM traditional product catalogs B2C websites

Which of the following is definitely one of the benefits for the seller in direct marketing? transportation options price and program flexibility mass reach and frequency increasing cost-per-contact economics of order processing

Which of the following statements does not describe direct mail marketing? a highly selective database of customer information is needed mail sent out which includes samples and DVDs well-suited for one-to-one communication impersonal but flexible permits high levels of targeting a particular audience

Adams Cutlery has always relied upon advertising to market its products to final customers.However, now the marketing team at Adams Cutlery is considering beginning a direct marketing campaign consisting of a company website, email to current customers, and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan? the ability to increase the range of products the company offers the ability to learn more about their customers and tailor offerings to fit their needs more control over customers' interactions with the company a higher cost-per-contact that could prove to be more cost effective than advertising in mass media a wealth of information about competitors and their products

A 30-minute television advertising program marketing a single product is called a(n) ________. telemarketing advertisement infomercial home shopping channel integrated marketing advertisement direct-response commercial

Gutter Guys is a gutter installation company in Southern Ontario that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers.Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail? the Canadian Trade Commission's Anti-Spam Act Privacy Promise to Canadian Consumers Ontario Online Privacy Protection Act Children's Online Privacy Protection Act National Do Not Call Registry

The Internet gave birth to ________, which operate only on the Internet. brick-and-mortar companies click-and-mortar companies old economies click-only companies web-and-mortar companies

The largest form of online advertising is __________. online classifieds search-related ads display ads contextual advertising content sponsorship

Why are many companies shifting more of their marketing dollars to online advertising?

How has the National Do Not Call Registry changed the telemarketing industry? Telemarketing for nonprofit groups has become nonexistent. Telemarketing is no longer used by small and medium sized companies. Telemarketing has replaced direct mail and personal selling because of low costs. Telemarketers are more effectively developing relationships with new customers. Telemarketers are more effectively managing relationships with existing customers.

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

For customers, the benefits of direct marketing are that it is an easy, private, and convenient way to shop.

In your opinion, what is the most critical element The Treble Clef should include in the website?

Would The Treble Clef benefit from viral marketing? Explain.

What types of services do B2B marketers offer online?

How does a company's effective use of a customer database benefit consumers? Companies make name-brand products and images readily available to customers. Companies match customer needs and interests with products and services. Customers receive better prices on products and services that they need. Customers receive faster and more reliable service from companies. Customers receive instant credit from more companies.