CHPT 9 & 10

Creating an e-community for a brand today makes use of which of the following characteristics of Internet commerce?

The direct marketing medium with the highest response rate is

Direct marketing pioneer, L.L. Bean has always been a relationship builder. Which keen insight did Bean have into direct marketing from the beginning?

____ are starting points for Internet exploring and are interested in channeling surfers to particular sites, especially commercial ones.

For optimal business results from a site, it should be human-message (interactive) or human-human interaction (like a chat room) because:

The one characteristic that makes direct marketing different from marketing in general is that

An emphasis on producing measurable effects is one of the noted appeals of direct marketing, where it is not uncommon to find cost per inquiry (CPI) calculations. What other calculation is commonly computed by direct marketers?

Which of the following is NOT a primary purpose of direct-marketing programs?

Web analytic software

From a consumer's standpoint, the growth in popularity of direct marketing is fostered by

Which of the following is a currently troublesome privacy/security issue faced by website sponsors?

Mailing list enhancement can be achieved by adding the following information to basic name and address data

"Widgets" are

There are three basic elements, each with a specific purpose, in frequency marketing programs. Which of the following is among them?

Rich Media/Video and Audio is the process by which a Web ad uses advanced technology that interacts with the user when his or her mouse passes over the ad. Its advantage(s), is(are) that

You have built a World Wide Web site assuming "If you build it, they will come." They're not coming. Which one of the following is not a good way to promote the site?

A good way to isolate a firm's best customers from a marketing database is with ____ analysis.

Which of the following is a strong advantage of the World Wide Web:

A business is considering using a direct mail piece to reach potential customers. Management of the company should realize that two of the negatives of doing so are a high cost per contact and

The best word to summarize the popularity of direct marketing with consumers is

As part of your company's Internet strategy, it has bought a domain name [MyBigCo.net] from Register.com. This means that

A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to

The greatest concern about direct marketing expressed by consumers is

A local Elks Club contacts each member that holds an Elks golf membership and inquires as to whether the member would also like to purchase an Elks pool membership for the family. This is known as using a marketing database for

One of the advantages of advertising on the Internet is:

Crayola offers a ____ that provides more than information about the firm and its brands; it focuses on the needs of parents and children who use Crayola crayons.

a "mash-up" is

The advantage of direct mail as a communication medium stems from its ____.

Which of the following is a currently troublesome privacy/security issue faced by website sponsors?

One difference between a banner advertisement and a corporate home page is that

Accomplishing the objective of having repeat visitors to a firm's website is a function of:

Firms can use an RFM analysis to isolate their best customers. RFM stands for

The measurement of Web audience that is the least accurate is

Many service providers are offering blockers that greatly reduce an advertiser’s ability to get these types of advertisements onto a users screen.

A business interviews customers to determine their wants and needs. This company is in the process of developing

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part

Infomercials were made possible by

There are different ways Internet marketers measure the effectiveness of the ads they run on the Web. Which of the following is NOT one of those ways.

There are two broad categories of mailing lists that should be recognized by marketers. ____ lists are the starting point for developing better relationships with current customers, whereas ____ lists help an organization cultivate new business.

In some cases, marketing databases are enhanced using ____-data that reveals the characteristics of the neighborhood in which a person resides.

As marketing manager of Fly-By-Night, a commuter airline that specializes in red-eye flights, you believe that the Internet is a good way to reach businesspeople with your communications. But you know this target audience ignores most advertising and actively hates distractions like pop-up or pop-under ads. Therefore, you put your money behind the development of messages for

At present, which of the following forms of direct marketing is considered the most controversial?

Which of the following societal factors is driving the growth of direct marketing today?

The Internet is comprised of computers from a variety of sources. Which of the following is not one of these sources?

Streaming video and audio is a technique that sometimes uses:

Which of the following is a basic element of frequency marketing program?

The real challenge for today's Internet advertisers is to:

You are marketing manager for a company that packages and markets vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives regarding these efforts is to make sure the efforts are integrated. This is because

As the Internet has changed—becoming a legitimate option for advertisers—which of the following is likely to happen?

A person is concerned with issues of privacy and doesn't want his or her name being on mailing lists. This person can call ____ and have his or her name removed.