Question 1

Compare display ads and search-related ads.Provide examples to illustrate your response.

Accepted Answer

The main forms of online advertising are display ads and search-related ads.Online display ads might appear anywhere on an Internet user's screen and are often related to the information being viewed.For instance,while browsing vacation packages on Travelocity.com,one might encounter a display ad offering a free upgrade on a rental car from Enterprise Rent-A-Car.Online display ads have come a long way in recent years in terms of attracting and holding consumer attention.Today's rich media ads incorporate animation,video,sound,and interactivity.The largest form of online advertising is search-related ads (or contextual advertising),which accounted for nearly half of all online advertising spending last year.In search advertising,text-based ads and links appear alongside search engine results on sites such as Google,Yahoo!,and Bing.For example,search Google for "LCD TVs." At the top and side of the resulting search list,one can see inconspicuous ads for ten or more advertisers,ranging from Samsung and Dell to Best Buy,Sears,Amazon.com,Walmart.com,and Nextag.com.Ninety-five percent of Google's $50 billion in revenues last year came from ad sales.Search is an always-on kind of medium,and the results are easily measured.A search advertiser buys search terms from the search site and pays only if consumers click through to its site.

Question 2

________ consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.

Accepted Answer

A)  Undifferentiated marketing 
B)  Mass marketing 
C)  Direct marketing 
D)  Internal marketing 
E)  Standardized marketing 
A)  Undifferentiated marketing 
B)  Mass marketing 
C)  Direct marketing 
D)  Internal marketing 
E)  Standardized marketing C

Question 3

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail,and catalogs.

Accepted Answer

A) True 
 B)False  True

Question 4

A branded community Web site aims to build customer goodwill rather than sell products to customers.

Accepted Answer

A) True 
 B)False

Question 5

Telemarketing involves using the television to sell directly to consumers and business customers.

Accepted Answer

A) True 
 B)False

Question 6

Whereas space is limited in an online catalog,print catalogs can offer an almost unlimited amount of merchandise.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a drawback of using blogs as a marketing medium?

Accepted Answer

A)  Advertising on a blog is typically very expensive. 
B)  It is difficult to use blogs to reach highly targeted audiences. 
C)  The content of a blog is difficult to control. 
D)  A company cannot have more than one blog. 
E)  Blogs do not provide the kind of personalized medium that today's marketers want. 
A)  Advertising on a blog is typically very expensive. 
B)  It is difficult to use blogs to reach highly targeted audiences. 
C)  The content of a blog is difficult to control. 
D)  A company cannot have more than one blog. 
E)  Blogs do not provide the kind of personalized medium that today's marketers want.

Question 8

________ are online journals where people and companies post their thoughts and other content,usually related to narrowly defined topics.

Accepted Answer

A)  Blogs 
B)  Catalogs 
C)  Search engines 
D)  Spam posts 
E)  Viral messages 
A)  Blogs 
B)  Catalogs 
C)  Search engines 
D)  Spam posts 
E)  Viral messages

Question 9

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

Accepted Answer

A)  direct marketing 
B)  undifferentiated marketing 
C)  internal marketing 
D)  mass marketing 
E)  standardized marketing 
A)  direct marketing 
B)  undifferentiated marketing 
C)  internal marketing 
D)  mass marketing 
E)  standardized marketing

Question 10

Which of the following is the primary purpose of branded community Web sites?

Accepted Answer

A)  displaying digital catalogues 
B)  providing detailed descriptions of products 
C)  creating customer-product engagement 
D)  selling products and services 
E)  sending direct mails to consumers 
A)  displaying digital catalogues 
B)  providing detailed descriptions of products 
C)  creating customer-product engagement 
D)  selling products and services 
E)  sending direct mails to consumers

Question 11

Which of the following is a transaction site?

Accepted Answer

A)  Wikipedia 
B)  Yahoo 
C)  eBay 
D)  IMDB 
E)  Facebook 
A)  Wikipedia 
B)  Yahoo 
C)  eBay 
D)  IMDB 
E)  Facebook

Question 12

For most companies,the first step in conducting online marketing is to ________.

Accepted Answer

A)  place an ad online 
B)  send e-mails 
C)  create a Web site 
D)  create a social networking site 
E)  place search-related ads 
A)  place an ad online 
B)  send e-mails 
C)  create a Web site 
D)  create a social networking site 
E)  place search-related ads

Question 13

Do-not-call legislation has rendered all forms of telemarketing ineffective.

Accepted Answer

A) True 
 B)False

Question 14

Online direct marketing results in higher costs and slower handling of channel and logistics functions.

Accepted Answer

A) True 
 B)False

Question 15

Green Gardens sells gardening and landscaping goods and equipment.The marketing department places an unmanned machine in the store with touchscreen technology to provide product information.Consumers can use this machine to learn about the company's products and services.The company's marketing form is best referred to as ________ marketing.

Accepted Answer

A)  kiosk 
B)  mobile 
C)  telephone 
D)  interactive 
E)  personalized 
A)  kiosk 
B)  mobile 
C)  telephone 
D)  interactive 
E)  personalized

Question 16

The National Do Not Call Registry is managed by the Federal Trade Commission.

Accepted Answer

A) True 
 B)False

Question 17

Direct-response television (DRTV)marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV)advertising.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a disadvantage of using social media for marketing?

Accepted Answer

A)  They are impersonal. 
B)  They primarily provide static content. 
C)  They do not provide information in a timely manner. 
D)  They provide lower returns than television. 
E)  They are largely user controlled. 
A)  They are impersonal. 
B)  They primarily provide static content. 
C)  They do not provide information in a timely manner. 
D)  They provide lower returns than television. 
E)  They are largely user controlled.

Question 19

Printed catalogs hold very little importance to marketers in the digital era.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is an advantage of printed catalogs?

Accepted Answer

A)  They drive online and mobile sales. 
B)  They offer an almost unlimited amount of merchandise. 
C)  They are produced in multiple presentation formats, including search and video. 
D)  They result in reduced mailing costs. 
E)  They allow real-time merchandising. 
A)  They drive online and mobile sales. 
B)  They offer an almost unlimited amount of merchandise. 
C)  They are produced in multiple presentation formats, including search and video. 
D)  They result in reduced mailing costs. 
E)  They allow real-time merchandising.

Compare display ads and search-related ads.Provide examples to illustrate your response.

________ consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail,and catalogs.

A branded community Web site aims to build customer goodwill rather than sell products to customers.

Telemarketing involves using the television to sell directly to consumers and business customers.

Whereas space is limited in an online catalog,print catalogs can offer an almost unlimited amount of merchandise.

Which of the following is a drawback of using blogs as a marketing medium?

________ are online journals where people and companies post their thoughts and other content,usually related to narrowly defined topics.

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

Which of the following is the primary purpose of branded community Web sites?

Which of the following is a transaction site?

For most companies,the first step in conducting online marketing is to ________.

Do-not-call legislation has rendered all forms of telemarketing ineffective.

Online direct marketing results in higher costs and slower handling of channel and logistics functions.

The National Do Not Call Registry is managed by the Federal Trade Commission.

Direct-response television (DRTV)marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV)advertising.

Which of the following is a disadvantage of using social media for marketing?

Printed catalogs hold very little importance to marketers in the digital era.

Which of the following is an advantage of printed catalogs?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 14: Direct, Online, Social Media, and Mobile Marketing

Compare display ads and search-related ads.Provide examples to illustrate your response.

________ consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail,and catalogs.

A branded community Web site aims to build customer goodwill rather than sell products to customers.

Telemarketing involves using the television to sell directly to consumers and business customers.

Whereas space is limited in an online catalog,print catalogs can offer an almost unlimited amount of merchandise.

Which of the following is a drawback of using blogs as a marketing medium?

________ are online journals where people and companies post their thoughts and other content,usually related to narrowly defined topics.

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

Which of the following is the primary purpose of branded community Web sites?

Which of the following is a transaction site?

For most companies,the first step in conducting online marketing is to ________.

Do-not-call legislation has rendered all forms of telemarketing ineffective.

Online direct marketing results in higher costs and slower handling of channel and logistics functions.

The National Do Not Call Registry is managed by the Federal Trade Commission.

Direct-response television (DRTV)marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV)advertising.

Which of the following is a disadvantage of using social media for marketing?

Printed catalogs hold very little importance to marketers in the digital era.

Which of the following is an advantage of printed catalogs?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Social Responsibility and Ethics

Filters