Question 1

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?

Accepted Answer

A)   a search engine
B)   direct email
C)   a spambot
D)   a blog
E)   a catalogueF) A) and D)
G) B) and C)

Question 2

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

Accepted Answer

A)   undifferentiated and differentiated
B)   internal and external
C)   mass and targeted
D)   direct and digital
E)   standardized and customizedF) A) and E)
G) None of the above

Question 3

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

Accepted Answer

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 marketingF) A) and B)
G) A) and C)

Question 4

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

Accepted Answer

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.F) B) and E)
G) B) and C)

Question 5

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

Accepted Answer

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.F) B) and D)
G) B) and E)

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

Unsolicited and unwanted commercial email is referred to as _ .

Accepted Answer

A)   social media
B)   viral marketing
C)   an advertorial
D)   an infomercial
E)   spamF) A) and E)
G) C) and D)

Question 8

Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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 productsF) B) and D)
G) B) and C)

Question 10

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.

Accepted Answer

A)   direct-response TV
B)   virtual world
C)   interactive TV
D)   podcast
E)   e-catalogueF) B) and E)
G) All of the above

Question 11

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

Accepted Answer

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.F) B) and D)
G) B) and E)

Question 12

Which of the following is a disadvantage of viral marketing?

Accepted Answer

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.F) A) and B)
G) A) and C) A

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)   place an ad online
B)   place search-related ads
C)   create a website
D)   send emails
E)   create a social networking siteF) None of the above
G) B) and C)

Question 15

Describe spam and permission-based email marketing.

Accepted Answer

Spam refers to unsolicited, unwanted com...

Question 16

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

Accepted Answer

A)   corporate intranet
B)   online video
C)   viral blog
D)   digital kiosk
E)   media portalF) None of the above
G) A) and C) B

Question 17

How has the implementation of the National Do Not Call List changed telephone marketing?

Accepted Answer

The National Do Not Call List was created by legislation passed in 2004; it bans most business telemarketing calls to registered phone numbers. However, people can still receive calls from nonprofit groups, politicians, and companies with which they have recently done business. Millions of customers have joined the do-not-call list, and businesses that break the law can be fined heavily. The use of unsolicited outbound telemarketing has greatly decreased due to the law, but inbound consumer telemarketing and outbound business-to-business telemarketing remain strong and growing. Telemarketing also remains a major fundraising tool for nonprofit and political groups. Interestingly, do-not-call regulations appear to be helping some direct marketers more than it's hurting them. Rather than making unwanted calls, many of these marketers are developing "opt-in" calling systems, in which they provide useful information and offers to customers who have invited the company to contact them by phone or email. The opt-in model provides better returns for marketers than the formerly invasive one.

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)   online advertisement
B)   website
C)   catalogue
D)   blog
E)   emailF) B) and D)
G) A) and E)

Question 20

Internet marketing practices have raised a number of ethical and legal questions. Why is invasion of privacy perhaps the number-one online marketing concern?

Accepted Answer

Invasion of privacy is perhaps the tough...

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

Unsolicited and unwanted commercial email is referred to as _ .

Correct Answer
verified

Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified

Which of the following is a disadvantage of viral marketing?

Correct Answer
verified
A

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

Correct Answer
verified

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

Correct Answer
verified

Describe spam and permission-based email marketing.

Correct Answer
verified
Spam refers to unsolicited, unwanted com...
View Answer

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

Correct Answer
verified
B

How has the implementation of the National Do Not Call List changed telephone marketing?

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.

Correct Answer
verified

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

Correct Answer
verified

Internet marketing practices have raised a number of ethical and legal questions. Why is invasion of privacy perhaps the number-one online marketing concern?

Correct Answer
verified
Invasion of privacy is perhaps the tough...
View Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Unsolicited and unwanted commercial email is referred to as _ .

Correct AnswerverifiedShow Answer

Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of viral marketing?

Correct AnswerverifiedA

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe spam and permission-based email marketing.

Correct AnswerverifiedSpam refers to unsolicited, unwanted com...View AnswerShow Answer

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

Correct AnswerverifiedB

How has the implementation of the National Do Not Call List changed telephone marketing?

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Internet marketing practices have raised a number of ethical and legal questions. Why is invasion of privacy perhaps the number-one online marketing concern?

Correct AnswerverifiedInvasion of privacy is perhaps the tough...View AnswerShow Answer

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A

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Spam refers to unsolicited, unwanted com...
View Answer

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B

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Invasion of privacy is perhaps the tough...
View Answer