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Exam 15: Direct, Online, Social Media, and Mobile Marketing

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Question 1

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What two steps should marketers using new direct marketing technologies take to avoid backlash from consumers who may resent such marketing as an invasion of their privacy?

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Marketers should always target...

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Question 2

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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?

A) the Canadian Trade Commission's Anti-Spam Act
B) Privacy Promise to Canadian Consumers
C) Ontario Online Privacy Protection Act
D) Children's Online Privacy Protection Act
E) National Do Not Call Registry

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Question 3

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Most kiosks differ from vending machines in that they do not dispense an actual product.

Which of the following is a deception or fraud concern for Internet users and marketers?

Direct marketing is often described as ________.

What are two major forms of direct-response television marketing?

Adams Cutlery has always relied upon advertising to market its products to final customers. However, now the marketing team at Adams Cutlery is considering 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?

Amazon.ca and Expedia.ca are e-tailers.

What does the term "viral marketing" mean?

Direct-response advertisements always contain ________, making it easier for marketers to gauge their effectiveness.

Branded websites present brand content to move consumers closer to a direct purchase.

How can digital direct marketing be used as a relationship-building tool?

Because of their growing audience, weblogs, also known as blogs, are gaining influence.

The Treble Clef offers a complete line of sheet music, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has even served as the local representative of several musical instrument manufacturers, providing a contact person for three local school districts. "If we don't have it, chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers. Some patrons are interested in finding a specific piece of sheet music from a particular era. Others walk in just to browse among the hundreds of musical knick-knacks in the store. Gary spends most of his time making presentations to beginning music students at the local schools and making bi-weekly visits to the schools in order to deliver instruments, to make minor repairs when possible, or to pick up instruments to ship to the manufacturer for more complicated repairs. After dragging his feet for quite some time, Gary decided that a Treble Clef website would benefit his customers. He began with a simple site explaining store hours and depicting types of gifts and services available. The site was so well received that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get the 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?" Eventually, Gary added purchasing options to the website, so customers could shop for and order musical novelties online with a credit card. A gift could now be wrapped and sent to the recipient at no extra charge. "I don't know how the Treble Clef managed without our website," Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -Would The Treble Clef benefit from viral marketing? Explain.

Which of the following statements is not characteristic of direct mail marketing?

Which of the following is a primary disadvantage of viral marketing?

Since the introduction of the Canadian Do-Not-Call Registry, fraudulent schemes such as investment scams and phony collections for charity have been on the decline.

Identify the major advantages of the following forms of direct marketing: telephone, direct-mail, catalog, direct-response television, and kiosk.

What are some of the advantages of using social media?

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?