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113) Which of the following terms refers to a 30-minute television advertising program that
markets a single product?
A) social media
B) digital catalog
C) telemarketing
D) blog
E) infomercial
114) Donello Equipment hosts infomercials on television and at the same time allows its
viewers to interact with its advertisements. Viewers can request more details and order via their
Internet-ready smart televisions. Which of the following forms of marketing is evident here?
A) catalog marketing
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing
115) ________ allows consumers to gain additional information about a product through the
use of a remote control.
A) Telemarketing
B) Kiosk marketing
C) Podcasting
D) Video conferencing
E) Interactive television
116) Even large companies use infomercials for all the following reasons EXCEPT to
________.
A) recruit members
B) refer customers to retailers
C) attract buyers to online, mobile, and social media sites
D) introduce new advertising campaigns
E) sell their products
117) What is the most likely reason that direct-response television marketing has increased in
recent years?
A) uses of social media
B) shifts in demographics
C) increases in global demand
D) changes in FTC legislation
E) advances in technology
118) Using interactive TV can allow consumers to perform all the following tasks during a
company's ad EXCEPT ________.
A) see what other sizes or colors are available
B) identify a nearby location at which the product is available
C) access additional product information
D) order the product
E) send product information to another device
119) Which term refers to an in-store machine that allows a customer to order merchandise not
carried in the store?
A) kiosk
B) automated teller machine
C) virtual catalog
D) interactive TV
E) direct-response device
120) Green Gardens is a click-and-mortar company that sells gardening and landscaping goods
and equipment. When customers are unable to find a product they need on the shelves of their
local Green Gardens store, customers order the product online with the help of the in-store
ordering machine. Which of the following best describes the ordering machine?
A) kiosk
B) digital catalog
C) podcast
D) tablet
E) online networks
121) Marbles Inc. has placed vending machines in most of its retail stores in Florida.
Consumers can order a pack of marbles by just selecting their requirements on the touch screen.
Which term best describes such machines?
A) POP
B) kiosk
C) virtual catalog
D) interactive television
E) automated teller machine
122) Music Mogul has arrangements with several stores and retail chains to place their DVDs
and digital music machines in prime spots such as near billing counters and at store entrances.
Consumers can buy DVDs by depositing payment or they can buy music online via the
touchscreen interface on the machine. Which form of marketing is illustrated in this scenario?
A) direct-response television advertising
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing
123) Charlie Putnam received an e-mail promoting a new financial services institution that
offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their
address, date of birth, social security number, and current mortgage information in order to
receive a free loan quote. Suspicious of the offer, Charlie researched the company and
discovered that the e-mail was a fraud. This is an example of ________.
A) cyberbullying
B) phishing
C) adware
D) spamdexing
E) viral marketing
124) Buyers with low sales resistance can often be tempted by all the following common
features of infomercials EXCEPT ________.
A) elaborately staged demonstrations
B) "while they last" time limitations
C) free shipping
D) smooth-talking hosts
E) claims of drastic price reductions
125) Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors
Corporation. The e-mail asked Josh to send his 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
126) Which of the following is a type of identity theft that uses deceptive e-mails and
fraudulent Web sites to fool consumers into revealing their personal data?
A) bait-and-switch
B) cyber spying
C) viral marketing
D) phishing
E) spam
127) All of the following are Internet marketing concerns EXCEPT ________.
A) financial scams
B) access by vulnerable or unauthorized groups
C) phishing
D) identity theft
E) secure online and digital Web sites
128) What action do consumers continue to perform even though a majority are concerned with
identify theft?
A) shopping online
B) searching for product information
C) reading reviews from friends on Facebook
D) sending and responding to e-mail messages
E) watching videos
129) Consumers' names and additional information likely become part of ________ whenever
they enter a sweepstakes, apply for a credit card, visit a Web site, or send a tweet.
A) other consumers' contact lists
B) telemarketers' lists
C) their computer's cookie history
D) a company's database
E) the FTC's surveys regarding online privacy
130) To decrease direct marketing abuses, government agencies are investigating do-not-call
lists, do-not-mail lists, do-not-track-online lists, and ________.
A) claimed fraudulent credit card charges
B) Can Spam legislation
C) possibly deceptive television advertising
D) offerings of illegal products
E) bait-and-switch offers
131) To enable customers to opt out of seeing particular ads, marketers use a(n) ________. This
is added to behaviorally targeted online ads to tell consumers why they are seeing a particular
ad.
A) advertising option icon
B) opt-in question
C) X to close the ad
D) survey
E) questionnaire
132) Which of the following acts requires that Web site operators obtain parental consent
before collecting personal information about children under the age of 13?
A) Safe Children's Act of 2001
B) Children's Online Privacy Protection Act
C) Children's Online Protection Act
D) Adam Walsh Child Protection and Safety Act
E) Children's Act for Responsible Employment
133) TRUSTe, a nonprofit self-regulatory organization, works with other companies to audit
online privacy and security measures. It lends its TRUSTe privacy seal to all the following
communication channels that meet its privacy and security standards EXCEPT ________.
A) mobile apps
B) e-mail marketing
C) telemarketing
D) Web sites
E) social media
134) The ________ was established by the Direct Marketing Association.
A) Privacy Promise to American Consumers
B) Trusted Email Open Standard
C) Children's Online Privacy Protection Act
D) CAN-SPAM legislation
E) Do Not Call Registry
135) According to the "Privacy Promise to American Consumers" program, DMA members
need to comply with which of the following consumer privacy rules?
A) agree to notify customers when any personal information is rented, sold, or exchanged with
others
B) offer to register all customers in the National Do Not Call Registry
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
Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature.
In recent years, owner Gary Zahn has served as the local representative of several musical
instrument manufacturers, providing a contact person for three local schools. He sends a sample
of a manufacturer's products to schools that request a demonstration or presentation. "If we
don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a particular era
or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of
his time making presentations to beginners at the local schools and making biweekly visits to
the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the
manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could
benefit a variety of customers. He began with a simple Web site that provided information
about the store and the types of gifts and services available. The site received so much response
that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I
get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs
two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to
accept credit card orders, and gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our
novelties sales have doubled!"
136) Gary sends samples of sheet music to schools for demonstration or presentation. Which of
the following types of marketing is being illustrated from this statement?
A) kiosk marketing
B) viral marketing
C) direct-mail marketing
D) telemarketing
E) direct-response television marketing
137) In addition to sending samples of sheet music to schools, Gary sends school music
directors messages with links to sample digital clips of the compositions. What kind of
marketing is this?
A) e-mail marketing
B) viral marketing
C) kiosk marketing
D) mobile marketing
E) catalog marketing
138) Gary wants to expand the reach of his business. An effective approach to reaching the
most likely potential customers would be ________ marketing. The message will include a link
to Treble Clef's Web site.
A) e-mail
B) viral
C) kiosk
D) mobile
E) catalog
139) Digital catalogs eliminate printing and mailing costs.
140) Telemarketing is especially effective for business-to-business marketers.
141) With outbound telephone marketing, the company provides a toll-free phone number to
receive orders from television ads, print ads, direct mail, and catalogs.
142) Interactive TV (iTV) lets viewers interact with television programming and advertising.
143) You receive a text message on your phone from Upscale Furnishings about an upcoming
sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with
you through kiosk marketing.
144) Kiosk marketing connects users around the world to each other and to an amazingly large
information repository.
145) Kiosk marketing features marketing messages and promotions delivered to on-the-go
consumers through their mobile devices.
146) One common form of Internet fraud is phishing, a type of identity theft that uses deceptive
e-mails and fraudulent online sites to fool users into divulging personal data.
147) Because of strict consumer privacy regulations, invasion of privacy is no longer a concern
for the direct marketing industry.
148) The Children's Online Privacy Protection Act requires online operators targeting children
to post privacy policies on their sites and notify parents about any information they are
gathering and obtain parental consent before collecting information from children under age 13.
149) Why are people that are reached by direct mail better prospects for a company than those
reached by mass media such as television or magazines?
150) Why are printed catalogs still thriving in the face of the growing popularity of Web-based
catalogs?
151) Explain how the creation of the National Do Not Call Registry may have helped
telemarketers more than it hurt them.
152) Why is the use of direct-response television growing in popularity?
153) Provide an example of how a marketer uses kiosk marketing.
154) How can firms that use new direct marketing technologies avoid backlash from consumers
who view such marketing as an invasion of privacy?
155) How has the direct marketing industry taken steps to address privacy and security
concerns?
156) Identify the major advantage of the following traditional forms of direct marketing:
telephone, direct mail, catalog, direct-response television, and kiosk.
157) How has the implementation of the National Do Not Call Registry changed telephone
marketing?
158) Internet marketing practices have raised a number of ethical and legal questions. Why is
invasion of privacy perhaps the number one online marketing concern?
