Marketing Chapter 17 (3 Questions on Test)

Which of the following is the fastest growing form of direct​ marketing?
A.
​direct-mail marketing
B.
telemarketing
C.
digital marketing
D.
ambush marketing
E.
kiosk marketing
C. Digital Marketing
For most​ companies, the first step in conducting online marketing is to create​ what?
A.
A Web site
B.
A digital sales program
C.
Kiosk marketing
D.
Social media marketing
E.
Online promotions
A. A web site
The key to a successful Web site is to create enough​ __________ in order to get consumers to come to the​ site, stick​ around, and come back again.
A.
action and movement
B.
value and engagement
C.
discount prices
D.
sales promotion
E.
variety of product
B. Value and Engagement
​Firms, such as​ Staples, Walmart, and​ Macy’s, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms​ engaging?
A.
Trade marketing
B.
Internet marketing
C.
Multichannel marketing
D.
Social media marketing
E.
Direct marketing
C. Multichannel Marketing
Online ads that incorporate​ animation, video,​ sound, and interactivity are called​ ________.
A.
​content-based ads
B.
digital catalogs
C.
​search-related ads
D.
parody ads
E.
rich media ads
E. Rich Media Ads
While comparing hotel rates on​ Google’s search​ engine, Brenda came across​ text-based ads and links alongside the search results. This form of advertising is known as​ ________.
A.
rich media ads
B.
catalog advertising
C.
social media advertising
D.
content sponsorship
E.
contextual advertising
E. Contextual Advertising
​________ involves creating a Web​ site, 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.
A.
Viral marketing
B.
Telemarketing
C.
Multichannel marketing
D.
Kiosk marketing
E.
Integrated marketing
A. Viral Marketing
​________ marketing features marketing messages and promotions delivered to​ on-the-go consumers through their handheld devices.
A.
Mobile
B.
Kiosk
C.
​Direct-mail
D.
Catalog
E.
Ambush
A. Mobile
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.
​permission-based e-mail marketing
B.
contextual advertising
C.
direct response television marketing
D.
viral marketing
E.
telemarketing
A. Permission-based e-mail marketing
Which term refers to an​ in-store machine that allows a customer to order merchandise not carried in the​ store?
A.
​direct-response device
B.
automated teller machine
C.
interactive TV
D.
virtual catalog
E.
kiosk
E. Kiosk