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

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Question 41

Multiple Choice

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Which of the following statements is true of viral marketing?

A) Marketers have significant control over where their viral messages end up.
B) Viral marketing gives consumers online places to congregate, socialize, and exchange views.
C) Because customers find and pass along the message, viral marketing can be very inexpensive.
D) In viral marketing, links appear alongside search engine results on sites such as Google and Bing.
E) Viral marketing messages are blocked by most search engines, security software, and social networking sites.

F) C) and D)
G) C) and E)

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Question 42

Multiple Choice

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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?

A) telemarketing
B) viral marketing
C) integrated marketing
D) multichannel marketing
E) kiosk marketing

F) A) and E)
G) A) and D)

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Question 43

Multiple Choice

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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 ________.

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

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?

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

Direct and digital marketing involve targeting broad segments of customers.

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?

Describe how marketers can engage in social media.

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.

With outbound telephone marketing, the company provides a toll-free phone number to receive orders from television ads, print ads, direct mail, and catalogs.

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

Which term best describes sites such as the New York Times on the Web and ESPN.com?

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

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 ________.

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?

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?

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.