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Exam 17: Direct, Online, Social Media, and Mobile Marketing

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Question 1

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Explain integrated social media marketing.

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Companies that use social media successfully are integrating a broad range of diverse media to create brand-related social sharing, engagement, and customer community. They design full-scale social media efforts that blend with and support other elements of a brand's marketing strategy and tactics.

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Kiosk marketing features marketing messages and promotions delivered to on-the-go consumers through their mobile devices.

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Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails?

Interactive TV (iTV) lets viewers interact with television programming and advertising.

All of the following are Internet marketing concerns EXCEPT ________.

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?

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!" -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?

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 ________.

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.

An integrated social marketing campaign likely could include all of the following except ________.

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?

________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.

Explain how the creation of the National Do Not Call Registry may have helped telemarketers more than it hurt them.

A(n) ________ is designed to present brand content that engages consumers and creates customer-brand community.

Online-only companies are more successful than omni-channel marketing companies.

Which of the following is an advantage of using digital catalogs?

Which of the following is NOT a specific goal of branded community Web sites?

Social media sites primarily exist for broad topics, making it difficult for marketers to appeal to smaller communities and niche markets.

Which of the following best describes permission-based e-mail marketing?