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

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Question 61

Multiple Choice

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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

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Question 62

Multiple Choice

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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

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Question 63

True/False

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Because of strict consumer privacy regulations, invasion of privacy is no longer a concern for the direct marketing industry.

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

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 ________.

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?

________ companies use both offline and online marketing channels.

Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools.

Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?

________ involves creating a video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

Which of the following is a major form of direct-response television marketing?

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

Describe how marketers can engage in social media.

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.

Effective Web sites contain interactive tools that help find and evaluate content of interest, links to other related sites, useful information, changing promotional offers, and ________.

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

What is a disadvantage of a viral success?

Most companies use direct marketing as a supplementary channel or medium.