Exam 17: Integrated Marketing Communications and Direct Marketing

Spam refers to

The six reasons consumers shop and buy online are

Pizza Hut's management team uses ________ to monitor various aspects of the brand's marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.

Out-of-date items such as last year's models of computer equipment and accessories sold online are often priced using

Developing a consumer journey map, including uncontrollable touchpoints, is a useful first step in implementing

Among popular purchases online, a common product characteristic consists of items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This includes items such as

Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.

Choice, a reason customers shop and buy online, has two dimensions. They are

In terms of the online customer experience, communication refers to

Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as

Bots are

Nike is a recognized innovator in the use of ________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as

Essential in implementing multichannel marketing is to

There are several product characteristics that dominate online consumer buying today and for the foreseeable future. List them and give an example of each.

A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as

Careerbuilder.com has made its Monk-e-mail site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-e-mails have been sent since 2006. Careerbuilder.com is using ________ to promote its services.

Pizza Hut's website ________ are integrated with the company's overall communications programs-including traditional media-with product innovations, promotions, and special events shared across platforms.

Marketspace word-of-mouth behavior is referred to as

Pizza Hut's website customization is achieved in several ways, but the primary utility is to simplify ordering. For customers who have already registered, there are several personalization options, including rapid ordering called Express Checkout, a feature that requires