64) Spam is unsolicited, unwanted commercial e-mail messages that clog up users’ e-
mailboxes.
65) Viral marketing allows marketers to send tailored messages to targeted customers who have
chosen to receive them.
66) Blogs can be used to appeal to specific special-interest groups, about almost any topic.
67) Provide two reasons why companies are shifting more of their marketing dollars to online
advertising.
68) Describe the largest form of online advertising.
69) Explain the goal of viral marketing.
70) Explain how a company benefits from monitoring the blogosphere.
71) Identify the major advantage of the following forms of digital and social media marketing:
Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.
72) Compare and contrast the purpose and content of a branded community Web site to that of
a marketing Web site.
73) What are the characteristics of a successful Web site?
74) What are the strengths and weaknesses of e-mail marketing?
75) Which kind of social media networks are smaller communities likely to join or create?
A) blog
B) niche
C) Internet
D) video
E) commercial
76) Runners can compare performances, set up profiles, meet new people, and share
information on Nike’s Nike+ Web site. Nike+ is an example of a(n) ________.
A) podcast
B) blog
C) online community
D) content sponsorship program
E) kiosk
77) Which of the following is NOT a reason that companies use social media?
A) cost effectiveness
B) engagement and social sharing capabilities
C) ease of creating content
D) immediacy and timeliness
E) interactiveness
78) Which of the following is a challenge of marketing through online social networks?
A) Results are hard to measure.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore do not
favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social
network.
E) Marketing via online social networks is expensive and time-consuming.
79) Social media are all of the following EXCEPT ________.
A) expensive
B) interactive
C) personal
D) targeted
E) timely
80) An integrated social marketing campaign likely could include all of the following EXCEPT
________.
A) Facebook pages
B) Twitter postings
C) Instagram photos
D) television ads
E) YouTube videos
81) ________ marketing features marketing messages and promotions delivered to on-the-go
consumers through their handheld devices.
A) Kiosk
B) Ambush
C) Direct-mail
D) Mobile
E) Catalog
82) Mobile marketing is used to enrich the brand experience, stimulate immediate buying, or
________.
A) decrease advertising costs
B) help friends contact friends
C) make shopping easier
D) create new customer relationships
E) find new suppliers
83) Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid
shopper. Which online marketing tool will benefit Joanna the most to help her shop?
A) e-mail messages from sites to which she subscribes
B) banking app for her bank
C) instant deals and digital coupons
D) YouTube video
E) Facebook friends
84) Kirk’s Comic Store has its own mobile app that users can download for free. The app lets
users know about special events, discounts, and merchandise currently available in the store.
Which of the following forms of marketing is exemplified from this scenario?
A) social media marketing
B) kiosk marketing
C) direct-response television marketing
D) mobile marketing
E) direct-mail marketing
85) James is looking for a new suit for a job interview. He is shopping at Smith & Jones, a
well-regarded menswear store. While he looks at various styles and uses his smartphone to scan
codes, the menswear shopping app provides him with suggestions for shirts, ties, and shoes that
would complete the ensemble he needs to make a strong, positive impact at his interview. The
ability of the app to provide this information serves to ________.
A) enrich the shopping experience
B) annoy James
C) complicate the shopping experience
D) use James’ data plan
E) interrupt the shopping experience
86) Social media marketing can be inexpensive for companies to use.
87) Social media sites primarily exist for broad topics, making it difficult for marketers to
appeal to smaller communities and niche markets.
88) While many consumers welcome the convenience that mobile marketing ads offer,
marketers still must be smart about how they engage people on mobile devices.
89) Describe how marketers can engage in social media.
90) Explain integrated social media marketing.
91) Describe two ways that marketers can participate in online social networks. What are the
challenges and advantages of these approaches?
92) Explain the strengths of mobile marketing from the marketer’s point of view.
93) ________ involves sending an offer, announcement, reminder, or other item to a person at a
particular address.
A) Kiosk marketing
B) Online marketing
C) Ambush marketing
D) Direct-mail marketing
E) Telemarketing
94) All of the following are forms of traditional direct marketing EXCEPT ________.
A) face-to-face selling
B) point-of-purchase promotion
C) telemarketing
D) direct-mail marketing
E) kiosk marketing
95) Which of the following types of marketing involves sending out letters, brochures, samples,
and DVDs to consumers’ addresses?
A) direct-response marketing
B) direct-mail marketing
C) direct digital marketing
D) kiosk marketing
E) online marketing
96) Why does direct-mail marketing most likely remain a popular promotional tool for
marketers?
A) It does not disturb consumers enrolled in the Do Not Call Registry.
B) It provides something tangible for people to keep.
C) It builds long-term customer relationships.
D) It involves very low marketing costs.
E) It reaches the consumer very quickly.
97) SparkClean is a company that specializes in producing cleaning products for automobiles.
In order to promote its products, SparkClean sends a complimentary sample of its products to
auto enthusiasts. Which form of marketing is SparkClean involved in?
A) online marketing
B) viral marketing
C) telemarketing
D) kiosk marketing
E) direct-mail marketing
98) Fiona Lambrech is the marketing director of a newly established detergent company. In
order to introduce her product effectively into the market, Fiona sends samples of the detergent
to a select group of individuals. Which of the following forms of marketing was most likely
used by Fiona?
A) direct-mail marketing
B) catalog marketing
C) telephone marketing
D) kiosk marketing
E) direct-response television marketing
99) While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a
statement said, “I want to receive promotional offers from KelfanDesigns.com.” Which of the
following types of marketing is illustrated in this example?
A) telemarketing
B) viral marketing
C) direct response television marketing
D) contextual advertising
E) permission-based e-mail marketing
100) Which of the following is an advantage of using digital catalogs?
A) lists the phone numbers of interested prospects
B) coordinates with direct-response television ads
C) points customers to the nearest kiosk
D) eliminates printing and mailing costs
E) creates emotional contact with customers
101) What is the primary advantage of printed catalogs?
A) filtering out interested prospects
B) offering immediate rebates and coupons
C) building emotional connections with customers
D) offering unlimited space for merchandise details
E) reaching consumers in a quick and inexpensive manner
102) Digital catalogs offer all of the following benefits EXCEPT ________.
A) presenting an almost unlimited amount of merchandise
B) offering a broad assortment of presentation formats, including search and video
C) adding and removing products as needed
D) adjusting prices instantly to meet demand
E) touching the product
103) Why are historically online shops such as Zappos.com adding catalogs to their marketing
methods?
A) to meet the increased demand in print catalogs
B) to reduce the costs involved in online marketing
C) to connect with customers in hard-to-reach places
D) to drive online sales and services
E) to reduce the need for telemarketers
104) Which of the following is a major form of direct-response television marketing?
A) telemarketing
B) interactive TV
C) social media
D) digital catalog
E) podcast
105) In building a connection to customers through catalogs, marketers want to ________.
A) offer a new brand experience
B) inspire and engage
C) create word-of-mouth advertising
D) develop a viral following
E) perform marketing research
106) Sales executives at Keiron Air Conditioners use phone directories to call customers and
convince them to buy their air conditioners. Which form of direct marketing is used here?
A) telemarketing
B) direct-mail marketing
C) catalog marketing
D) direct-response television marketing
E) kiosk marketing
107) Which of the following is an advantage of a well-designed and targeted telemarketing
plan?
A) exemption from the National Do Not Call Registry
B) ability to portray wider merchandise
C) purchasing convenience for customers
D) interactive infomercials via phone
E) coordination with nearby kiosks
108) Geller Insurance calls qualified prospects to sell insurance. Which of the following forms
of marketing is evident from this example?
A) catalog marketing
B) kiosk marketing
C) direct-response television marketing
D) telemarketing
E) direct-mail marketing
109) Marketers publicize inbound toll-free numbers to consumers in television and print ads,
direct mail, and catalogs. The benefit to sellers is that it presents an opportunity for consumers
to order products and for the seller to build the relationship. A benefit to consumers is
________.
A) increased convenience
B) increased telemarketing calls
C) decreased telemarketing calls
D) 24/7 availability of support
E) a discounted price on the product
110) By using ________ to contact potential customers, marketers sell directly to consumers.
A) undercover marketing
B) outbound telephone marketing
C) affinity marketing
D) multi-level marketing
E) ambush marketing
111) How has do-not-call legislation helped direct marketers?
A) Marketers are compensated by the Federal Trade Commission for lost sales caused by the
laws.
B) Direct marketers have outsourced their activities to firms that are exempt from such laws.
C) Direct marketers have developed kiosks as an alternative to telemarketing.
D) Telemarketers are allowed to call customers for a small fee.
E) Telemarketers have developed opt-in calling systems that target consumers who have chosen
to be contacted and therefore are less invasive.
112) Neal Murphy sells his company’s unique products on television programs. He hosts a 30-
minute show in which he demonstrates and explains the advantages of the product. At the end
of the show, a toll-free number is displayed on the screen that can be used by viewers to place
their orders for the product. Which 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