Chapter 17

Question 1

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

Answer 1

Omni-channel retailing

Question 2

A website that presents brand content that engages consumers and creates customer community around a brand.

Answer 2

Brand community website

Question 3

Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms.

Answer 3

Online advertising

Question 4

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

Answer 4

email marketing

Question 5

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 5

viral marketing

Question 6

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

Answer 6

Direct-response television (DRTV) marketing