chapter 17

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1. 1) Amazon.com and GEICO E) direct 6. 6) Which of the following is true C) Online direct
approach customers via Web sites about online direct marketing? marketing allows sellers
or mobile apps. This is an example A) Online direct marketing is also to create immediate,
of ________ marketing. referred to as multi-level timely, and personal
A) mass marketing. offers.
B) niche B) Salespersons are
C) individual compensated for other
D) multi-level salespeople they recruit.
E) direct C) Online direct marketing allows
sellers to create immediate,
2. 2) All of the following are benefits C) live product
timely, and personal offers.
of online direct marketing for demonstrations
D) Online direct marketing
buyers EXCEPT ________.
involves two or more
A) access to numerous products
intermediaries.
B) access to product reviews
E) In online direct marketing,
C) live product demonstrations
outside and inside sales forces
D) convenience
coordinate to provide value
E) privacy
products to customers.
3. 3) Advantages of direct and digital D) need for sales
7. 7) All of the following are C) mass reach and
marketing for sellers include all of training
benefits of direct marketing for immediate returns
the following EXCEPT ________.
sellers EXCEPT ________.
A) low cost
A) access to small groups or
B) efficiency
individuals
C) speed
B) program flexibility
D) need for sales training
C) mass reach and immediate
E) flexibility
returns
4. 4) Which of the following C) Direct marketing D) low cost
statements is true of direct offers sellers a low- E) easy to personalize products
marketing? cost alternative for
8. 8) Direct and digital marketing false
A) Direct marketing is also reaching their markets.
involve targeting broad
referred to as referral marketing.
segments of customers.
B) Salespersons are compensated
for other salespeople they recruit. 9. 9) Most companies use direct true
C) Direct marketing offers sellers a marketing as a supplementary
low-cost alternative for reaching channel or medium.
their markets.
10. 10) Direct marketing seldom false
D) Direct marketing involves two
occurs on a one-to-one,
or more intermediaries.
interactive basis.
E) In direct marketing, consumers
earn a commission every time they 11. 11) Direct marketing through false
buy a product. catalogs and direct mailers is still
the primary method used by
5. 5) With direct marketing, A) in person
marketing professionals
companies can interact with
customers in all of the following 12. 12) For customers, the benefits of true
ways EXCEPT ________. direct marketing are being able
A) in person to shop online anytime and
B) learning more about customers' anywhere.
needs 13. 13) Direct marketing is an false
C) personalizing products and expensive way of reaching target
services markets.
D) answering questions from
customers
E) by phone or online
14. 17) Which of the following is the fastest B) digital 21. 26) ________ are designed to engage consumers B)
growing form of direct marketing? marketing in interactions that will move them closer to a Marketing
A) ambush marketing direct purchase or other marketing outcome. Web sites
B) digital marketing A) Online magazines
C) direct-mail marketing B) Marketing Web sites
D) kiosk marketing C) Search engines
E) telemarketing D) Digital catalogs
E) Podcasts
15. 19) Digital and traditional direct marketing true
forms must be blended into an integrated 22. 27) Gant Hardware is a huge chain of hardware A)
marketing communications program for best stores. GantHardware.com helps customers marketing
results. conduct product research and also lets them Web site
order directly online or redirects them to the
16. 21) Online companies include all of the E) brick-
nearest Gant retail store. Which of the
following EXCEPT ________. and-
following best describes GantHardware.com?
A) content sites mortar
A) marketing Web site
B) online social media
B) digital catalog
C) search engines and portals
C) social network
D) transaction sites
D) podcast
E) brick-and-mortar
E) blog
17. 22) Companies such as Amazon.com and D) e-
23. 28) A(n) ________ is designed to present brand B) branded
Expedia.com that sell products and services tailers
content that engages consumers and creates community
directly to final buyers exclusively over the
customer-brand community. Web site
Internet are known as ________.
A) podcast
A) transaction sites
B) branded community Web site
B) content sites
C) search engine
C) search engines and portals
D) digital catalog
D) e-tailers
E) online magazine
E) online social media
24. 29) Oscarz Aviation's Web site, D)
18. 23) Which term best describes sites such as the B)
GoOscarzAv.com, informs customers about a branded
New York Times on the Web and ESPN.com? content
wide variety of services offered by the firm. It community
A) search engine site
also has a guestbook where customers can Web site
B) content site
provide feedback on their experiences with
C) online social network
Oscarz Aviation. They can also view videos
D) transaction site
Oscarz Aviation posts, as well as read and
E) e-tailer
respond to blogs and ask questions.
19. 24) ________ companies use both offline and C) Omni- GoOscarzAv.com is an example of a(n) ________.
online marketing channels. channel A) online social network
A) Start-up retailing B) blog
B) Click-only C) kiosk
C) Omni-channel retailing D) branded community Web site
D) Brick-and-mortar E) digital catalog
E) Brick-only
20. 25) Online marketing includes marketing via D) online
the Internet using company Web sites, e-mail video
marketing, blogs, and ________.
A) direct mail brochures
B) live demonstrations
C) samples
D) online video
E) focus groups
25. 30) Spartan Sportsgear is a company that sells A) 28. 33) Companies must attract visitors to B) aggressively
sports equipment for adventure sports. It branded their Web sites. Which of the following promoting the site
recently launched ExtremeSpartan.com to community is a method companies use to entice in broadcast
showcase products and provide testimonials Web site visitors not just to visit but also to advertising and
of famous adventure sports athletes who use return to a site? through ads and
Spartan's products. It also includes videos and A) using flashy graphics, bright colors links on other sites
blogs. Which of the following best describes and vivid pictures
ExtremeSpartan.com? B) aggressively promoting the site in
A) branded community Web site broadcast advertising and through ads
B) digital catalog and links on other sites
C) social network C) offering prizes for visiting the site
D) podcast D) providing rewards for visitors
E) blog connecting their friends to the site
E) requiring registration on the first
26. 31) Runner Sprintz, a particular brand of shoes, E) branded
visit to the site
has its own Web site, myrunnersprintz.com community
that welcomes consumers to "the Runner Web site 29. 34) Effective Web sites contain E) entertaining
Sprintz Century," invites readers to post their interactive tools that help find and features that lend
Runner Sprintz stories, and offers a wide evaluate content of interest, links to excitement
variety of shoes for direct purchase. The site other related sites, useful information,
even allows customers to individually design changing promotional offers, and
their own shoes and share them among their ________.
circles on the Web site. Which of the A) celebrity endorsers
following best describes B) respected columnists
myrunnersprintz.com? C) advertising for unrelated products
A) Web directory D) enticements for customers to
B) blog include their friends and contacts
C) corporate Web site E) entertaining features that lend
D) digital catalog excitement
E) branded community Web site
30. 35) Online ads that incorporate B) rich media ads
27. 32) Which of the following is NOT a specific D) animation, video, sound, and
goal of branded community Web sites? increase interactivity are called ________.
A) present brand content that engages online A) search-related ads
consumers sales B) rich media ads
B) build closer customer relationships C) content-based ads
C) generate engagement with and between D) digital catalogs
the brand and its customers E) parody ads
D) increase online sales
31. 36) In ________, text-based ads and links D) contextual
E) allows visitors to interact with likeminded
appear alongside search engine advertisements
people to explore and communicate
results on sites such as Google,
experiences with the brand
Yahoo!, and Bing.
A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds
32. 37) While comparing hotel rates on A) contextual 35. 40) Which of the following best describes C) sending
Google's search engine, Brenda came advertising permission-based e-mail marketing? e-mail
across text-based ads and links A) sending unsolicited, unwanted commercial pitches
alongside the search results. This e-mail messages only to
form of advertising is known as B) sending requests to users to join online customers
________. social networking communities who "opt-
A) contextual advertising C) sending e-mail pitches only to customers in"
B) rich media ads who "opt-in"
C) content sponsorship D) offering free promotional materials to new
D) catalog advertising customers
E) social media advertising E) gathering demographic details for
customer databases
33. 38) Which of the following is true C) E-mail marketing
about e-mail marketing messages? messages are 36. 41) After selecting a sweater on the Land's E)
A) E-mail marketing messages effective in reaching End Web site, Kelly was asked to fill in permission-
involve sending an offer, the desired target details for the customer database. Kelly was based e-
announcement, reminder, or sample market and result in given a form that required her to fill in her mail
to a person living at a particular low costs. name, date of birth, and e-mail address. Kelly marketing
address. then checked a box that was next to the
B) E-mail marketing messages following statement: "Yes, I would like to
involve connecting directly with receive weekly promotional information from
carefully targeted consumers, Land's End online." Which of the following
exclusively on a one-to-one, practices is evident from this scenario?
interactive basis. A) e-mail hosting service
C) E-mail marketing messages are B) e-mail spoofing
effective in reaching the desired C) catalog marketing
target market and result in low costs. D) contextual advertising
D) E-mail marketing messages cost E) permission-based e-mail marketing
more per thousand people reached
37. 42) Randy keeps getting unwanted and E) spam
than mass media such as television or
annoying e-mails from several marketing
magazines.
firms unknown to him. The number of these
E) E-mail marketing messages create
e-mails is alarmingly high in his inbox. Which
a stronger emotional connection with
of the following best describes these e-
the customers compared to
mails?
traditional direct mail.
A) malware
34. 39) A ________ is an unsolicited, B) spam B) adware
unwanted commercial e-mail C) Trojan
message that clogs up e-mailboxes. D) firewall
A) catalog E) spam
B) spam
38. 43) ________ involves creating a video, e-mail, D) Viral
C) podcast
mobile message, advertisement, or other marketing
D) tweet
marketing event that is so infectious that
E) blog
customers will seek it out or pass it along to
their friends.
A) Telemarketing
B) Omni-channel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing
39. 44) Uptown-Clean Crew is a company that B) viral 43. 48) Which of the following is C) Marketers have great
provides house-cleaning services in major marketing most likely a disadvantage of control over who
urban and suburban areas. Marketers at viral marketing? receives the viral
Uptown-Clean Crew developed a short, A) Viral marketing usually takes message.
humorous video promoting the company's time to make an impact.
services and posted it online. Soon the video B) Viral marketing is very
was a rage as customers who saw the video inexpensive.
found it hilarious and they passed it on to C) Marketers have great control
their friends and colleagues calling it the over who receives the viral
"Uptown comedy." Which form of marketing message.
is illustrated from this scenario? D) Viral marketing messages are
A) telemarketing offensive to the audiences who
B) viral marketing are not a part of the targeted
C) integrated marketing market.
D) omni-channel marketing E) Viral marketing messages are
E) kiosk marketing blocked by most search engines.
40. 45) What is a disadvantage of a viral success? E) 44. 49) Which of the following is E) Viral marketing
A) Many people will see the marketing Marketers most likely an advantage of viral produces engagement
message. have little marketing? and positive exposure
B) The cost per exposure is relatively low. control A) Viral marketing reinforces for a brand.
C) Word-of-mouth is strong. over where consumers' attitudes about a
D) Publicity is always good. the brand.
E) Marketers have little control over where message B) Most messages are likely to
the message ends up. ends up. "go viral."
C) Consumers want to be a part
41. 46) Which of the following is NOT a B) viral
of viral marketing.
deception or fraud concern for Internet marketing
D) Viral marketing can easily be
users and marketers?
successfully accomplished.
A) phishing
E) Viral marketing produces
B) viral marketing
engagement and positive
C) malware
exposure for a brand.
D) cyber spying
E) spyware 45. 50) Which of the following is a A) The blog offers fresh
reason a consumer would follow insights or new ideas
42. 47) Which of the following statements is true C) Because
a company's blog? about the company or
of viral marketing? customers
A) The blog offers fresh insights products.
A) Marketers have significant control over find and
or new ideas about the company
where their viral messages end up. pass along
or products.
B) Viral marketing gives consumers online the
B) The blog provides the
places to congregate, socialize, and message,
consumer with familiar
exchange views. viral
information.
C) Because customers find and pass along marketing
C) The blog allows consumers to
the message, viral marketing can be very can be very
communicate with each other.
inexpensive. inexpensive.
D) A well-followed blog gives
D) In viral marketing, links appear alongside
the company influence in the
search engine results on sites such as Google
marketplace.
and Bing.
E) Consumers know that
E) Viral marketing messages are blocked by
companies want them to follow
most search engines, security software, and
the blog postings.
social networking sites.
46. 51) ________ are communities over D) Online social 49. 54) Which of the following is a disadvantage A) The
the Internet where people networks of using blogs as a marketing tool? blogosphere
congregate, socialize, and A) The blogosphere is cluttered and difficult is cluttered
exchange views and to control. and difficult
information. B) Advertising on a blog is typically to control.
A) Corporate Web sites expensive and time consuming.
B) Interactive television C) Using blogs as a marketing tool offers
C) Digital catalogs minimum reach to a target audience.
D) Online social networks D) Blogs, when used as a marketing tool,
E) Content sponsorships have a low rank in Web directories and
search engines.
47. 52) ________ are online journals B) Blogs
E) Blogs do not provide the kind of
where people post their
personalized approach that today's
thoughts, usually on a narrowly
marketers are looking for.
defined topic.
A) Social networks 50. 55) While blogs are a fundamentally a B) use
B) Blogs consumer-controlled medium, marketers insights from
C) Forums can ________. them to
D) Search engines A) directly contact customers through them improve
E) Web directories B) use insights from them to improve their their
marketing programs marketing
48. 53) Which of the following is a E) Blogs can offer a fresh,
C) offer special promotions to new programs
benefit of using blogs as original, personal, and
customers
marketing tools for companies? cheap way to enter into
D) retrieve research data from clicks in them
A) Blogs provide companies consumer conversations.
E) provide content
with a platform to help portray
wider merchandise. 51. 56) What is a significant issue for social D)
B) Blogs are online selling media and for companies using it as a monetizing
platforms for people located in marketing tool? the tool
hard-to-reach places. A) measuring viewership
C) Blogs help reach a wider B) creating content
audience compared to other C) identifying target markets
online direct marketing tools. D) monetizing the tool
D) Demographic information E) recognizing effective social media sites
about customers can be easily
52. 57) A marketing Web site interacts with true
discovered.
consumers to move them closer to a direct
E) Blogs can offer a fresh,
purchase or other marketing outcome.
original, personal, and cheap
way to enter into consumer 53. 58) Branded community Web sites are true
conversations. designed to present brand content that
engages consumers and builds closer
customer relationships rather than to sell
the company's products directly.
54. 59) Marketers drive traffic to the company false
Web sites solely through using other online
and digital marketing tools.
55. 60) Online-only companies are more false
successful than omni-channel marketing
companies.
56. 61) Search advertisers buy search terms from false
the search site and pay whenever the search
terms come up in the results of a consumer's
search.
57. 62) Consumers welcome e-mail marketing false 65. 78) Which of the following is a challenge of A)
messages; opportunities to control the marketing through online social networks? Results
messages they receive are frequently A) Results are hard to measure. are hard
ignored. B) Users seldom have control over the online to
social networks. measure.
58. 63) E-mail can be the ultimate direct true
C) Most existing networks are already
marketing tool, as it lets marketers send
controlled by major corporations and therefore
highly targeted, tightly personalized,
do not favor competitors.
relationship-building messages.
D) It is difficult to get the approval of the
59. 64) Spam is unsolicited, unwanted commercial true online advisory board to post an ad in a social
e-mail messages that clog up users' e- network.
mailboxes. E) Marketing via online social networks is
60. 65) Viral marketing allows marketers to send false expensive and time-consuming.
tailored messages to targeted customers who 66. 79) Social media are all of the following A)
have chosen to receive them. EXCEPT ________. expensive
61. 66) Blogs can be used to appeal to specific true A) expensive
special-interest groups, about almost any B) interactive
topic. C) personal
D) targeted
62. 75) Which kind of social media networks are B) niche
E) timely
smaller communities likely to join or create?
A) blog 67. 80) An integrated social marketing campaign D)
B) niche likely could include all of the following EXCEPT television
C) Internet ________. ads
D) video A) Facebook pages
E) commercial B) Twitter postings
C) Instagram photos
63. 76) Runners can compare performances, set C) online
D) television ads
up profiles, meet new people, and share community
E) YouTube videos
information on Nike's Nike+ Web site. Nike+ is
an example of a(n) ________. 68. 81) ________ marketing features marketing D)
A) podcast messages and promotions delivered to on-the- Mobile
B) blog go consumers through their handheld devices.
C) online community A) Kiosk
D) content sponsorship program B) Ambush
E) kiosk C) Direct-mail
D) Mobile
64. 77) Which of the following is NOT a reason C) ease of
E) Catalog
that companies use social media? creating
A) cost effectiveness content 69. 82) Mobile marketing is used to enrich the C) make
B) engagement and social sharing capabilities brand experience, stimulate immediate buying, shopping
C) ease of creating content or ________. easier
D) immediacy and timeliness A) decrease advertising costs
E) interactiveness B) help friends contact friends
C) make shopping easier
D) create new customer relationships
E) find new suppliers
70. 83) Joanna uses her smartphone to accomplish C) instant 76. 93) ________ involves sending an offer, D) Direct-
many tasks everyday. She is also an avid deals and announcement, reminder, or other item to a mail
shopper. Which online marketing tool will digital person at a particular address. marketing
benefit Joanna the most to help her shop? coupons A) Kiosk marketing
A) e-mail messages from sites to which she B) Online marketing
subscribes C) Ambush marketing
B) banking app for her bank D) Direct-mail marketing
C) instant deals and digital coupons E) Telemarketing
D) YouTube video
77. 94) All of the following are forms of traditional B) point-
E) Facebook friends
direct marketing EXCEPT ________. of-
71. 84) Kirk's Comic Store has its own mobile app D) mobile A) face-to-face selling purchase
that users can download for free. The app lets marketing B) point-of-purchase promotion promotion
users know about special events, discounts, C) telemarketing
and merchandise currently available in the D) direct-mail marketing
store. Which of the following forms of E) kiosk marketing
marketing is exemplified from this scenario?
78. 95) Which of the following types of marketing B) direct-
A) social media marketing
involves sending out letters, brochures, mail
B) kiosk marketing
samples, and DVDs to consumers' addresses? marketing
C) direct-response television marketing
A) direct-response marketing
D) mobile marketing
B) direct-mail marketing
E) direct-mail marketing
C) direct digital marketing
72. 85) James is looking for a new suit for a job A) enrich D) kiosk marketing
interview. He is shopping at Smith & Jones, a the E) online marketing
well-regarded menswear store. While he shopping
79. 96) Why does direct-mail marketing most B) It
looks at various styles and uses his experience
likely remain a popular promotional tool for provides
smartphone to scan codes, the menswear
marketers? something
shopping app provides him with suggestions
A) It does not disturb consumers enrolled in tangible
for shirts, ties, and shoes that would complete
the Do Not Call Registry. for
the ensemble he needs to make a strong,
B) It provides something tangible for people to people to
positive impact at his interview. The ability of
keep. keep.
the app to provide this information serves to
C) It builds long-term customer relationships.
________.
D) It involves very low marketing costs.
A) enrich the shopping experience
E) It reaches the consumer very quickly.
B) annoy James
C) complicate the shopping experience 80. 97) SparkClean is a company that specializes E) direct-
D) use James' data plan in producing cleaning products for mail
E) interrupt the shopping experience automobiles. In order to promote its products, marketing
SparkClean sends a complimentary sample of
73. 86) Social media marketing can be true
its products to auto enthusiasts. Which form of
inexpensive for companies to use.
marketing is SparkClean involved in?
74. 87) Social media sites primarily exist for broad false A) online marketing
topics, making it difficult for marketers to B) viral marketing
appeal to smaller communities and niche C) telemarketing
markets. D) kiosk marketing
E) direct-mail marketing
75. 88) While many consumers welcome the true
convenience that mobile marketing ads offer,
marketers still must be smart about how they
engage people on mobile devices.
81. 98) Fiona Lambrech is the marketing director A) direct- 86. 103) Why are historically online shops such D) to drive
of a newly established detergent company. mail as Zappos.com adding catalogs to their online sales
In order to introduce her product effectively marketing marketing methods? and services
into the market, Fiona sends samples of the A) to meet the increased demand in print
detergent to a select group of individuals. catalogs
Which of the following forms of marketing B) to reduce the costs involved in online
was most likely used by Fiona? marketing
A) direct-mail marketing C) to connect with customers in hard-to-
B) catalog marketing reach places
C) telephone marketing D) to drive online sales and services
D) kiosk marketing E) to reduce the need for telemarketers
E) direct-response television marketing
87. 104) Which of the following is a major form B) interactive
82. 99) While shopping at KelfanDesigns.com, E) of direct-response television marketing? TV
Shelly came across a checkbox beside which permission- A) telemarketing
a statement said, "I want to receive based e- B) interactive TV
promotional offers from KelfanDesigns.com." mail C) social media
Which of the following types of marketing is marketing D) digital catalog
illustrated in this example? E) podcast
A) telemarketing
88. 105) In building a connection to customers B) inspire and
B) viral marketing
through catalogs, marketers want to ________. engage
C) direct response television marketing
A) offer a new brand experience
D) contextual advertising
B) inspire and engage
E) permission-based e-mail marketing
C) create word-of-mouth advertising
83. 100) Which of the following is an advantage D) D) develop a viral following
of using digital catalogs? eliminates E) perform marketing research
A) lists the phone numbers of interested printing and
89. 106) Sales executives at Keiron Air A)
prospects mailing
Conditioners use phone directories to call telemarketing
B) coordinates with direct-response costs
customers and convince them to buy their
television ads
air conditioners. Which form of direct
C) points customers to the nearest kiosk
marketing is used here?
D) eliminates printing and mailing costs
A) telemarketing
E) creates emotional contact with customers
B) direct-mail marketing
84. 101) What is the primary advantage of printed C) building C) catalog marketing
catalogs? emotional D) direct-response television marketing
A) filtering out interested prospects connections E) kiosk marketing
B) offering immediate rebates and coupons with
90. 107) Which of the following is an advantage C)
C) building emotional connections with customers
of a well-designed and targeted purchasing
customers
telemarketing plan? convenience
D) offering unlimited space for merchandise
A) exemption from the National Do Not Call for
details
Registry customers
E) reaching consumers in a quick and
B) ability to portray wider merchandise
inexpensive manner
C) purchasing convenience for customers
85. 102) Digital catalogs offer all of the following E) touching D) interactive infomercials via phone
benefits EXCEPT ________. the product E) coordination with nearby kiosks
A) presenting an almost unlimited amount of
91. 108) Geller Insurance calls qualified D)
merchandise
prospects to sell insurance. Which of the telemarketing
B) offering a broad assortment of
following forms of marketing is evident
presentation formats, including search and
from this example?
video
A) catalog marketing
C) adding and removing products as needed
B) kiosk marketing
D) adjusting prices instantly to meet demand
C) direct-response television marketing
E) touching the product
D) telemarketing
E) direct-mail marketing
92. 109) Marketers publicize inbound toll-free A) increased 96. 113) Which of the following terms refers to a E)
numbers to consumers in television and convenience 30-minute television advertising program that infomercial
print ads, direct mail, and catalogs. The markets a single product?
benefit to sellers is that it presents an A) social media
opportunity for consumers to order B) digital catalog
products and for the seller to build the C) telemarketing
relationship. A benefit to consumers is D) blog
________. E) infomercial
A) increased convenience
97. 114) Donello Equipment hosts infomercials on C)
B) increased telemarketing calls
television and at the same time allows its interactive
C) decreased telemarketing calls
viewers to interact with its advertisements. television
D) 24/7 availability of support
Viewers can request more details and order
E) a discounted price on the product
via their Internet-ready smart televisions.
93. 110) By using ________ to contact potential B) outbound Which of the following forms of marketing is
customers, marketers sell directly to telephone evident here?
consumers. marketing A) catalog marketing
A) undercover marketing B) telemarketing
B) outbound telephone marketing C) interactive television
C) affinity marketing D) podcast marketing
D) multi-level marketing E) kiosk marketing
E) ambush marketing
98. 115) ________ allows consumers to gain E)
94. 111) How has do-not-call legislation helped E) additional information about a product Interactive
direct marketers? Telemarketers through the use of a remote control. television
A) Marketers are compensated by the have A) Telemarketing
Federal Trade Commission for lost sales developed B) Kiosk marketing
caused by the laws. opt-in calling C) Podcasting
B) Direct marketers have outsourced their systems that D) Video conferencing
activities to firms that are exempt from target E) Interactive television
such laws. consumers
99. 116) Even large companies use infomercials D)
C) Direct marketers have developed kiosks who have
for all the following reasons EXCEPT to introduce
as an alternative to telemarketing. chosen to be
________. new
D) Telemarketers are allowed to call contacted and
A) recruit members advertising
customers for a small fee. therefore are
B) refer customers to retailers campaigns
E) Telemarketers have developed opt-in less invasive.
C) attract buyers to online, mobile, and social
calling systems that target consumers who
media sites
have chosen to be contacted and
D) introduce new advertising campaigns
therefore are less invasive.
E) sell their products
95. 112) Neal Murphy sells his company's A) direct-
100. 117) What is the most likely reason that E)
unique products on television programs. response
direct-response television marketing has advances
He hosts a 30-minute show in which he television
increased in recent years? in
demonstrates and explains the advantages advertising
A) uses of social media technology
of the product. At the end of the show, a
B) shifts in demographics
toll-free number is displayed on the
C) increases in global demand
screen that can be used by viewers to
D) changes in FTC legislation
place their orders for the product. Which
E) advances in technology
of the following forms of advertising is
evident here?
A) direct-response television advertising
B) telemarketing
C) interactive television marketing
D) podcast marketing
E) kiosk marketing
101. 118) Using interactive TV can allow consumers B) 105. 122) Music Mogul has arrangements with E) kiosk
to perform all the following tasks during a identify a several stores and retail chains to place their marketing
company's ad EXCEPT ________. nearby DVDs and digital music machines in prime
A) see what other sizes or colors are available location spots such as near billing counters and at store
B) identify a nearby location at which the at which entrances. Consumers can buy DVDs by
product is available the depositing payment or they can buy music
C) access additional product information product online via the touchscreen interface on the
D) order the product is machine. Which form of marketing is illustrated
E) send product information to another device available in this scenario?
A) direct-response television advertising
102. 119) Which term refers to an in-store machine A) kiosk
B) telemarketing
that allows a customer to order merchandise
C) interactive television
not carried in the store?
D) podcast marketing
A) kiosk
E) kiosk marketing
B) automated teller machine
C) virtual catalog 106. 123) Charlie Putnam received an e-mail B)
D) interactive TV promoting a new financial services institution phishing
E) direct-response device that offers surprisingly low mortgage rates.
The e-mail simply asked customers to provide
103. 120) Green Gardens is a click-and-mortar A) kiosk
their address, date of birth, social security
company that sells gardening and landscaping
number, and current mortgage information in
goods and equipment. When customers are
order to receive a free loan quote. Suspicious
unable to find a product they need on the
of the offer, Charlie researched the company
shelves of their local Green Gardens store,
and discovered that the e-mail was a fraud.
customers order the product online with the
This is an example of ________.
help of the in-store ordering machine. Which of
A) cyberbullying
the following best describes the ordering
B) phishing
machine?
C) adware
A) kiosk
D) spamdexing
B) digital catalog
E) viral marketing
C) podcast
D) tablet 107. 124) Buyers with low sales resistance can often C) free
E) online networks be tempted by all the following common shipping
features of infomercials EXCEPT ________.
104. 121) Marbles Inc. has placed vending machines B) kiosk
A) elaborately staged demonstrations
in most of its retail stores in Florida. Consumers
B) "while they last" time limitations
can order a pack of marbles by just selecting
C) free shipping
their requirements on the touch screen. Which
D) smooth-talking hosts
term best describes such machines?
E) claims of drastic price reductions
A) POP
B) kiosk 108. 125) Josh received an e-mail stating that he had E)
C) virtual catalog won a lottery of $500,000 from Lottors phishing
D) interactive television Corporation. The e-mail asked Josh to send his
E) automated teller machine bank account details and social security
number to transfer cash directly to his
account. Josh did not remember buying any
lottery tickets, and so was apprehensive about
providing his bank details without verification.
Which of the following is illustrated from this
scenario?
A) adware
B) viral marketing
C) telemarketing
D) cyberbullying
E) phishing
109. 126) Which of the following is a type of D) 114. 131) To enable customers to opt out of A)
identity theft that uses deceptive e-mails and phishing seeing particular ads, marketers use a(n) advertising
fraudulent Web sites to fool consumers into ________. This is added to behaviorally option icon
revealing their personal data? targeted online ads to tell consumers why
A) bait-and-switch they are seeing a particular ad.
B) cyber spying A) advertising option icon
C) viral marketing B) opt-in question
D) phishing C) X to close the ad
E) spam D) survey
E) questionnaire
110. 127) All of the following are Internet E) secure
marketing concerns EXCEPT ________. online and 115. 132) Which of the following acts requires B) Children's
A) financial scams digital that Web site operators obtain parental Online
B) access by vulnerable or unauthorized Web sites consent before collecting personal Privacy
groups information about children under the age of Protection
C) phishing 13? Act
D) identity theft A) Safe Children's Act of 2001
E) secure online and digital Web sites B) Children's Online Privacy Protection Act
C) Children's Online Protection Act
111. 128) What action do consumers continue to A)
D) Adam Walsh Child Protection and Safety
perform even though a majority are shopping
Act
concerned with identify theft? online
E) Children's Act for Responsible
A) shopping online
Employment
B) searching for product information
C) reading reviews from friends on Facebook 116. 133) TRUSTe, a nonprofit self-regulatory C)
D) sending and responding to e-mail organization, works with other companies telemarketing
messages to audit online privacy and security
E) watching videos measures. It lends its TRUSTe privacy seal
to all the following communication
112. 129) Consumers' names and additional D) a
channels that meet its privacy and security
information likely become part of ________ company's
standards EXCEPT ________.
whenever they enter a sweepstakes, apply for database
A) mobile apps
a credit card, visit a Web site, or send a tweet.
B) e-mail marketing
A) other consumers' contact lists
C) telemarketing
B) telemarketers' lists
D) Web sites
C) their computer's cookie history
E) social media
D) a company's database
E) the FTC's surveys regarding online privacy 117. 134) The ________ was established by the A) Privacy
Direct Marketing Association. Promise to
113. 130) To decrease direct marketing abuses, B) Can
A) Privacy Promise to American Consumers American
government agencies are investigating do- Spam
B) Trusted Email Open Standard Consumers
not-call lists, do-not-mail lists, do-not-track- legislation
C) Children's Online Privacy Protection Act
online lists, and ________.
D) CAN-SPAM legislation
A) claimed fraudulent credit card charges
E) Do Not Call Registry
B) Can Spam legislation
C) possibly deceptive television advertising
D) offerings of illegal products
E) bait-and-switch offers
118. 135) According to the "Privacy Promise A) agree to 127. 147) Because of strict consumer privacy regulations, false
to American Consumers" program, DMA notify customers invasion of privacy is no longer a concern for the
members need to comply with which of when any direct marketing industry.
the following consumer privacy rules? personal
128. 148) The Children's Online Privacy Protection Act true
A) agree to notify customers when any information is
requires online operators targeting children to post
personal information is rented, sold, or rented, sold, or
privacy policies on their sites and notify parents
exchanged with others exchanged with
about any information they are gathering and
B) offer to register all customers in the others
obtain parental consent before collecting
National Do Not Call Registry
information from children under age 13.
C) make sure that consumers are
adhering to the Children's Online
Privacy Protection Act
D) educate consumers on the Can Spam
legislation
E) include the advertising option icon to
let consumers know why they are being
targeted
119. 139) Digital catalogs eliminate printing true
and mailing costs.
120. 140) Telemarketing is especially true
effective for business-to-business
marketers
121. 141) With outbound telephone false
marketing, the company provides a toll-
free phone number to receive orders
from television ads, print ads, direct
mail, and catalogs.
122. 142) Interactive TV (iTV) lets viewers true
interact with television programming
and advertising.
123. 143) You receive a text message on your false
phone from Upscale Furnishings about
an upcoming sale on custom furniture.
Upscale Furnishings is developing a
direct customer relationship with you
through kiosk marketing.
124. 144) Kiosk marketing connects users false
around the world to each other and to
an amazingly large information
repository.
125. 145) Kiosk marketing features marketing false
messages and promotions delivered to
on-the-go consumers through their
mobile devices.
126. 146) One common form of Internet true
fraud is phishing, a type of identity theft
that uses deceptive e-mails and
fraudulent online sites to fool users into
divulging personal data.