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

Question 1

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

Answer 1

True

Question 2

Which of the following is most likely true about direct and digital marketing?

A) They are used to sell goods to an undifferentiated market segment.
B) They build customer engagement and constitute a complete model for doing business.
C) They remain unaffected by the rapid growth of technologies.
D) They are inconvenient and lengthen the process for most buyers.
E) They are rarely used by companies as supplementary channels.

Answer 2

B

Question 3

Social media marketing is a traditional direct marketing tool.

Answer 3

False

Question 4

What are the main forms of direct and digital marketing?

Question 5

In which of the following cases is a firm employing omni-channel retailing?

A) Lues Wholesalers markets its products to retailers through personal selling.
B) Russel Stores' sales operations are based on heavy outbound telephone marketing.
C) E-tailers such as Hammon.com market their products through a strong online presence.
D) Local convenience stores promote products through word-of-mouth marketing.
E) Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

Question 6

As consumers spend more and more time on their tablets and smartphones, ad spending on mobile media is exploding.

Question 7

Which of the following is most likely true about the digital age with regards to marketing?

A) Digital networks allow marketers many ways to build customer relationships.
B) The number of businesses connecting people over digital networks is in decline.
C) Most firms are shifting back to traditional marketing forms to build customer value.
D) Online-only marketing is more commonly used by firms than multichannel marketing.
E) The Internet has had little impact on the ways consumers purchase products.

Question 8

In addition to advertising, former retail giants like Eaton's and Sears relied on which of the following as their direct marketing tool?

A) online advertisement
B) website
C) catalogue
D) blog
E) email

Question 9

Which of the following is a direct digital marketing tool?

A) telephone
B) blogs
C) printed catalogue
D) television
E) direct mail

Question 10

Amazon, GEICO, Netflix, and Expedia are companies invested in which of the following fastest-growing forms of marketing?

A) undifferentiated and differentiated
B) internal and external
C) mass and targeted
D) direct and digital
E) standardized and customized

Question 11

marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

A) Mass and targeted
B) Direct and digital
C) Undifferentiated and differentiated
D) Standardized and customized
E) Internal and external

Question 12

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

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

Question 13

refers to marketing via the Internet using company websites, online advertising and promotions, email marketing, online video, and blogs.

A) Direct marketing
B) Online marketing
C) Social media marketing
D) Digital marketing
E) Multimedia marketing

Question 14

Amazon.com and Expedia.com are best described as that sell products and services directly to final buyers via the Internet.

A) e-tailers
B) search engines
C) transaction sites
D) iTV sites
E) content sites

Question 15

Which of the following is a transaction site?

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

Question 16

Explain the major benefits of direct and digital marketing for both customers and sellers. Give a personal example of how you have been advantaged by direct and digital marketing.

Question 17

Which of the following is most likely true about direct and digital marketing?

A) They reduce the number of interaction options between buyers and sellers.
B) They make it increasingly difficult for sellers to adjust their prices.
C) They provide buyers with anytime, anywhere access to products.
D) They have become less dependent on social media and the Internet.
E) They provide sellers a high-cost alternative for reaching their markets.

Question 18

How has the Internet most likely affected direct and digital marketing?

A) The number of mass marketing forms has expanded.
B) The expenditures on direct and digital marketing have increased.
C) The time taken by marketers to reach customer segments has increased.
D) The role of technology has become less intense.
E) The growth of digital sales has seen a significant downturn.

Question 19

Most companies still use direct marketing as a supplementary channel or medium.

Question 20

The growth of the Internet caused many traditional companies to in response to customer demands and a changing marketplace.

A) use omni-channel retailing
B) develop retail transaction sites
C) use traditional direct marketing forms
D) expand their outside sales forces
E) adopt direct-mail marketing

Question 21

A product first introduced in 1937, Old Spice invigorated its brand by taking advantage of a clever marketing campaign to create a lot of brand buzz. Which of the following is true of viral marketing?

A) It is a system that allows a supplier to access a customer's inventory levels online.
B) It refers to online marketing problems caused by technical glitches.
C) It is another term for the unethical invasion of online privacy.
D) It is the digital version of word-of-mouth marketing.
E) It is an automated system that manages digital sales and marketing functions.

Question 22

Which of the following is true of marketing through blogs?

A) Blogs are a form of traditional direct marketing.
B) Blogs are typically used to provide automated responses to consumer conversations.
C) Blogs are an inexpensive yet personal way to connect with consumers.
D) Starting and maintaining blogs is expensive.
E) Companies should not monitor blogs if they want to reach customers effectively.

Question 23

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

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

Question 24

Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) .

A) advertorial
B) phishing scam
C) online display advertisement
D) contextual advertisement
E) infomercial

Question 25

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a _.

A) search engine
B) catalog
C) spam post
D) blog
E) viral message

Question 26

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?

A) infomercial
B) printed catalogue
C) marketing website
D) branded community website
E) direct mail

Question 27

Which of the following is a disadvantage of viral marketing?

A) Marketers have little control over who receives a viral message.
B) The costs of viral marketing are generally too high for most companies.
C) Viral messages are less likely to be viewed than other types of online promotions.
D) Viral messages are blocked by most search engines.
E) The brand associated with the viral message is usually forgotten.

Question 28

Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of marketing.

A) corporate intranet
B) online video
C) viral blog
D) digital kiosk
E) media portal

Question 29

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate .

A) display advertising
B) contextual advertising
C) viral marketing
D) catalog marketing
E) direct-mail marketing

Question 30

Unsolicited and unwanted commercial email is referred to as _ .

A) social media
B) viral marketing
C) an advertorial
D) an infomercial
E) spam

Question 31

Online visitors can't buy anything at TSN.ca or Sportsnet.ca. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) .

A) branded community website
B) promotional website
C) direct marketing website
D) e-tailing website
E) interactive website

Question 32

might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.

A) Printed catalogs
B) Online display ads
C) Viral advertisements
D) Social media sites
E) Digital catalogs

Question 33

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

A) phishing site
B) community website
C) online forum
D) blog
E) marketing website

Question 34

Which of the following is the primary purpose of branded community websites?

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

Question 35

Which of the following is most likely a consequence of permission-based email marketing?

A) lower consumer response rates
B) higher return rates
C) excessive spamming
D) reduced consumer interaction
E) increased consumer frustration

Question 36

Which of the following is a form of online advertising?

A) printed catalog
B) search-related ad
C) toll-free number
D) direct mail
E) rich media ad

Question 37

Every time a search is made on Google, Yahoo, or Bing using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a .

A) Web blog
B) digital catalog
C) display advertisement
D) contextual advertisement
E) community website

Question 38

Fashionable People, Questionable Things is the virtual home of Halifax-based friends Ally and L-A, who connect with their followers through a strong online presence. The pair discuss the fashions they love and the ones they love to hate. In this case, which of the following marketing forms do Ally and L-A use?

A) a search engine
B) direct email
C) a spambot
D) a blog
E) a catalogue

Question 39

Firms like eyewear brand Warby Parker include emails as part of their marketing strategy. Which of the following is most likely true about email marketing?

A) It is used by marketers to send highly targeted messages.
B) It is restricted to the use of personal computers.
C) It cannot be personalized for individual consumers.
D) It is always non-intrusive in nature due to spam filters.
E) It is a traditional form of direct marketing.

Question 40

Which of the following account for the largest portion of firms' online advertising spending?

A) community websites and blog posts
B) search-related and rich media advertisements
C) digital and rich media advertisements
D) display and search-related advertisements
E) blog posts and digital media

Question 41

An issue faced by social media is how to tap the marketing potential of their massive communities and make money without driving off loyal users.

Question 42

Which aspect of social media sites makes the medium most appealing to niche marketers?

A) They help marketers target the best undifferentiated market segment.
B) They are used by a majority of Internet users in Canada, the United States and overseas.
C) They guide organizations on how to set up social media networks.
D) They cater to the needs of small communities of like-minded people.
E) They allow marketers to control the conversations on the network.

Question 43

Describe spam and permission-based email marketing.

Question 44

Some websites are primarily designed to engage customers and move them closer to a direct purchase.

Question 45

Omni-channel retailing aims to create a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.

Question 46

The process in which printed catalogues, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as _ .

A) kiosk marketing
B) telemarketing
C) internal marketing
D) mass marketing
E) direct-mail marketing

Question 47

Even as social media networks have achieved incredible success in terms of numbers of users and volume, a nagging problem still plagues them. This problem is the ability to generate revenue. This is called monetization.

Question 48

Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based email advertising.

Question 49

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?

A) direct digital marketing
B) mass marketing
C) kiosk marketing
D) telephone marketing
E) direct-mail marketing

Question 50

Differentiate between branded community websites and marketing websites. Provide examples to illustrate your response.

Question 51

Explain the concept of viral marketing.

Question 52

marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

A) Viral
B) Mobile
C) Direct-mail
D) Kiosk
E) Mass

Question 53

Which of the following is most likely an advantage of social media marketing?

A) Social media are targeted and personal.
B) Social media campaigns are simply implemented and rarely backfire.
C) Social media allow marketers to engage in multichannel sales.
D) Social networks are largely marketer controlled.
E) Social media campaign results are easily measured.

Question 54

The main forms of content sites are display ads and search-related ads. Together, they are the largest portion of firms' digital marketing budgets.

Question 55

can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

A) Mobile marketing
B) Television marketing
C) Inbound telephone marketing
D) Indirect marketing
E) Direct-mail marketing

Question 56

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

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

Question 57

Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying?

A) Java Lava sends a special email to customers that displays fireworks when it's opened to celebrate the store's 1-year anniversary.
B) Sharie's boutique issues mobile coupons to existing customers.
C) Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences.
D) The Music Store launches an app that plays 10 seconds of a new song every time users access it.
E) Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewellery, and fragrances in their stores.

Question 58

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models. In this case, Archer has been using BMW's marketing website.

Question 59

Online advertising involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

Question 60

A form of online marketing is posting digital video content on brand websites or on social media sites such as
YouTube, Facebook, Instagram, Twitter, and others.

Question 61

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry?

A) unwanted email spam
B) increasing costs of browsing
C) restrictions on digital offers and discounts
D) invasion of consumer privacy
E) customization of search results

Question 62

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.

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

Question 63

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association (DMA)?

A) It forbids all DMA members from spending excessively on digital advertising.
B) It requires all DMA members to notify customers when any personal information is rented, sold, or exchanged with others.
C) It encourages DMA members to create more digital content that is tailored for children under age 13.
D) It recommends that DMA members help each other by sharing customer psychographic data.
E) It forbids DMA members from sending email, mail, or phone offers to any customer.

Question 64

What is telemarketing?

A) It is the process of promoting products through 30-minute-long infomercials.
B) It is the process of marketing products and services using direct-response television advertising.
C) It is a marketing system where product information is provided through unmanned ordering machines.
D) It is a form of marketing that uses the telephone to sell directly to businesses and consumers.
E) It is the process of selling products through affiliate networks and social media sites.

Question 65

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as advertising.

A) direct-response TV
B) virtual world
C) interactive TV
D) e-catalogue
E) podcast

Question 66

In the United States, the Children's Online Privacy Protection Act (COPPA) places legal obligations on online operators. There is in Canada. The Privacy Commissioner has issued guidelines that are similar to COPPA, but they are not enforceable by Canadian law. The U.S. law requires online operators targeting children to .

A) educate children about digital technologies
B) avoid sending emails to the parents of children whom they target
C) collect and store the personal information of parents of these children
D) post privacy policies on their sites
E) collect personal information from children under age 13 for security purposes

Question 67

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of advertising.

A) direct-response TV
B) virtual world
C) interactive TV
D) podcast
E) e-catalogue

Question 68

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses in this scenario.

A) kiosk marketing
B) direct-mail marketing
C) digital marketing
D) mass marketing
E) telephone marketing

Question 69

An advantage of is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

A) kiosks
B) mobile apps
C) digital catalogues
D) traditional catalogues
E) blogs

Question 70

Which of the following is an example of inbound telemarketing?

A) Sterrns Media utilizes interactive cable systems to enable customers to obtain product information by using their TV remotes.
B) Sterrns Media spends a lot of time and effort to train its sales force to call businesses and inform them about its B2B products.
C) Sterrns Media airs advertising programs called infomercials to attract viewers and get them to order products from its website.
D) Sterrns Media purchases customer information and later cold calls these customers to generate potential leads.
E) Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number.

Question 71

Printed catalogues fail to increase in-store, online, and mobile sales.

Question 72

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as _.

A) email marketing
B) catalogue marketing
C) telemarketing
D) kiosk marketing
E) viral marketing

Question 73

Katherine Scully received an email promoting a new financial services institution that offers surprisingly low mortgage rates. The email asked customers to provide their address, date of birth,
Social Insurance number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Katherine researched the company and discovered that the email was fraudulent. This is an example of .

A) phishing
B) viral marketing
C) crowdsourcing
D) data mining
E) cold calling

Question 74

George Foreman Grills represent one of the best known 30-minute advertising programs on television that market a single product. Part of the success of these programs is the ability to invite viewers to "call now" to enjoy special discounts.

A) direct response TV
B) catalogue
C) spambot
D) phishing program
E) podcast

Question 75

Which of the following has been limited in recent years by the implementation of Canada's National Do Not Call List?

A) calls by nonprofit groups
B) business-to-business telemarketing
C) unsolicited outbound telemarketing by businesses
D) "opt-in" calling systems
E) inbound telephone marketing

Question 76

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?

A) crowdsourcing
B) cold calling
C) viral marketing
D) crowdcasting
E) phishing

Question 77

are everywhere these days, from self-service hotel and airline check-in devices to in-store ordering devices that let you order merchandise not carried in the store.

A) Kiosks
B) Viral videos
C) Podcasts
D) Catalogues
E) Infomercials

Question 78

An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

Question 79

Which of the following direct marketing forms includes infomercials?

A) outbound telephone marketing
B) face-to-face marketing
C) direct-mail marketing
D) direct-response television marketing
E) print-catalogue marketing

Question 80

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as marketing.

A) catalogue
B) email
C) viral
D) television
E) telephone