Chapter 14: Direct, Online, Social Media and Mobile Marketing

Question 1

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Answer 1

Direct and digital marketing

Question 2

Using digital marketing tools such as Web sites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere, anytime via their digital devices

Answer 2

Digital and social media marketing

Question 3

Marketing via the internet using company web sites, online ads and promotions, email, online video, and blogs

Answer 3

Online marketing

Question 4

A Web site that engages consumers to move them closer to a direct purchase or other marketing outcome

Answer 4

Marketing Web Site

Question 5

A web site that presents brand content that engages consumers and creates customer community around a brand

Answer 5

Branded community web site

Question 6

Advertising that appears while consumers are browsing online, including display ads and search related ads

Answer 6

Online advertising

Question 7

Sending highly targeted, tightly personalized, relationship-building marketing messages via email

Answer 7

Email marketing

Question 8

Unsolicited, unwanted commercial email messages

Answer 8

Spam

Question 9

The digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends

Answer 9

Viral marketing

Question 10

Online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics

Answer 10

Blogs

Question 11

Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content

Answer 11

Social media

Question 12

Marketing messages, promotions, and other marketing content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices

Answer 12

Mobile marketing

Question 13

Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address

Answer 13

Direct-mail marketing

Question 14

Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Answer 14

Catalog marketing

Question 15

Using the telephone to sell directly to customers

Answer 15

Telemarketing

Question 16

Direct marketing via television, including direct response television advertising (or infomercials) and interactive television advertising

Answer 16

Direct-response television (DRTV) marketing

Question 17

Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping experience

Answer 17

Omni-channel retailing

Question 18

The 7C’s of effective web site design

Answer 18

Context 
Content 
Customization 
Communication
Community 
Connection
Commerce

Question 19

Layout and design refers to what C in the 7C’s

Answer 19

Context

Question 20

Text, pictures and video refers to which of the 7C’s

Answer 20

Content

Question 21

User can customize site refers to which of the 7C’s

Answer 21

Customization

Question 22

User-site communication refers to which of the 7C’s

Answer 22

Communication

Question 23

User-user communication refers to which of the 7C’s

Answer 23

Community

Question 24

Site is linked to other sites refers to which of the 7C’s

Answer 24

Connection

Question 25

Site enables transactions refers to which of the 7C’s

Answer 25

Commerce

Question 26

Large companies design social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics

Answer 26

Integrated social media marketing