Exam 3

Question 1

Disadvantages of Direct Marketing

Answer 1

a. Image factors
b. Accuracy
c. Content Support
d. Rising Costs
e. Do not contact lists

Question 2

Advantages of Direct Marketing

Answer 2

a. Selective reach
b. Segmentation capabilities
c. Frequency
d. Testing
e. Timing
f. Personalization
g. Costs
h. Measures of effectiveness

Question 3

Formula used to assist marketers in determining the dollar value associated with a long-term relationship with a customer, thus evaluating their worth

Answer 3

Customer Lifetime Value

Question 4

Advertisers can evaluate the relative effectiveness of an ad in only a few minutes based on the number of calls generated

Answer 4

Cost Per Order

Question 5

Direct, personal presentation, demonstration, and sales of products and services to consumers in their homes

Answer 5

Direct Selling

Question 6

Sales by telephone.

Answer 6

Telemarketing

Question 7

Long commercial that is designed to fit into a 30-minute or 1-hour time slot

Answer 7

Infomercial

Question 8

Designed to do exactly that-support other forms of advertising

Answer 8

Support Advertising

Question 9

The product or service is offered and a sales response is solicited through either the one-or two-step approach

Answer 9

Direct Response Advertising

Question 10

Junk Email

Answer 10

Spam

Question 11

Direct mail on the Internet

Answer 11

Email

Question 12

Constitutes the database from which names are generated, and the ability to segment markets and, the offer

Answer 12

Mailing List

Question 13

Involves the use of more than one medium to close the sale

Answer 13

Two Step Approach

Question 14

Medium is used directly to obtain an order

Answer 14

One Step Approach

Question 15

Direct mail, telemarketing, interactive TV, print, Internet, other media.

Answer 15

Direct Response Media

Question 16

Interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location

Answer 16

Direct Marketing

Question 17

Create awareness, generate interest, disseminate information, create an image, create a strong brand, stimulate trial, create buzz, gain consideration

Answer 17

Web objectives

Question 18

the direct selling of goods and services online

Answer 18

E-Commerce

Question 19

The most common form of advertising on the web used for creating awareness or recognition, entering viewers into contests and sweepstakes, or direct-marketing objectives. They can be static, animated, or in flash.

Answer 19

Banner Ads

Question 20

When a company pays to sponsor a section of a site

Answer 20

Sponsorship

Question 21

Sponsor provides dollars in return for name association but also participates in providing content itself

Answer 21

Content Sponsorship

Question 22

appear when one access certain sites. They are usually larger than banner ads but smaller than a full screen.

Answer 22

Pop-Up

Question 23

ads that appear underneath the webpage and become visible only when the user leaves the site.

Answer 23

Pop-Under

Question 24

Ads that appear on your screen while you are waiting for a site’s content to download

Answer 24

Interstitials

Question 25

Appear because of their relevance to the search terms, not advertisements

Answer 25

Organic Search Results

Question 26

nonorganic/paid- by placing their ads on web pages that display results from search engine queries.

Answer 26

pay-per-click advertising

Question 27

process of improving the volume of traffic driven to one’s site by a search engine through unpaid (organic) results as opposed to paid inclusions.

Answer 27

Search Engine Optimization

Question 28

is based on advertisers’ targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made

Answer 28

Behavioral Targeting

Question 29

Once a user visits a website and leaves without purchasing the product, a specifically targeted ad will display on participating subsequent websites the user visits.

Answer 29

Retargeting

Question 30

Advertising where you target their ads based on the content of the web page being used

Answer 30

Contextual Advertising

Question 31

web advertising in which the advertiser attempts to gain attention by providing valuable content in the context of the user's experience

Answer 31

Native Advertising

Question 32

broad range of interactive digital media that exhibits dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation Online commercials, video on demand, webisodes, others

Answer 32

Rich Media

Question 33

commercials online

Answer 33

Online Commercials

Question 34

appear before the content that the user is seeking.

Answer 34

Pre-Rolls

Question 35

Short featured films created by the advertiser where the company creates their own content to advertise their product

Answer 35

Webisodes

Question 36

Associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design and collaboration on the Web

Answer 36

Web 2.0

Question 37

Forums and chat rooms, email, social networking, content aggregators, virtual reality, online gaming, blogs, portals, social news sites

Answer 37

New Media

Question 38

a group of internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content

Answer 38

Social Media

Question 39

Platforms for networks or social relations among people who share interests, activities, backgrounds, or real-life connections

Answer 39

Social Networking Sites

Question 40

allows advertising that can be targeted to subsets of users based on demographic and geographic data and interests and activities. In addition, because it knows what pages its members like and visit, what their interests are, and even who is in their social network, targeting can become even more precise. It can be used to create and push content, or to help manage reputation.

Answer 40

Facebook

Question 41

an online social network microblogging network that enables users to send and receive text-based messages (tweets) up to 140 characters in length. Many marketers have found it a useful tool for communicating with their customers and potential customer. It is an easy and cost-effective way to gain exposure for a brand.

Answer 41

Twitter

Question 42

Developed to be a competitor with Facebook. Allows users to develop their own profile. Allows for the development of a community, and offers a hangout where you can video chat.

Answer 42

Google+

Question 43

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Answer 43

YouTube

Question 44

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Answer 44

Instagram

Question 45

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Answer 45

Pinterest

Question 46

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Answer 46

LinkedIn

Question 47

Medium that uses the Internet to distribute audio or video files for downloading.

Answer 47

Podcasts

Question 48

Specification that uses XML to organize and format web-based content in a standard way. Content owners create an RSS feed, which usually consists of titles and brief descriptions of about 10 articles elsewhere on the site.

Answer 48

Really Simple Syndication

Question 49

Web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order.

Answer 49

Blog

Question 50

Virtual Reality

Answer 50

Augmented Reality

Question 51

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Answer 51

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