Week 11-Direct Marketing

Question 1

what is mass marketing?

Answer 1

It uses mass media such as television, radio, and newspapers to broadcast messages to random publics

Question 2

what is direct marketing?

Answer 2

Organizations communicate directly with customers, without an intermediary via interactive communication, through channels such as telemarketing, email, direct mail, SMS texting and social media ads.

Question 3

what is direct mail?

Answer 3

Material sent through the postal service to the recipient’s home or business address, with a purpose of
promoting a product and /or maintaining ongoing relationship, is known as direct mail

Question 4

what is permission marketing?

Answer 4

when Email marketers restrict their communications to only
those customers who have opted to receive communications

Question 5

what is telemarketing?

Answer 5

the use of telecommunications in marketing and sales activities.

Question 6

what is direct response advertising designed to do?

Answer 6

to elicit a direct response by encouraging prospects to take a specific action

Question 7

what is meant by the term ‘bounce rate’?

Answer 7

The percentage of visitors to a website who leave the site after viewing only one page

Question 8

what is meant by the term ‘Conversion rate’?

Answer 8

The percentage of sessions that resulted in a conversion to at least one of your goals

Question 9

what is meant by the term ‘average session duration’?

Answer 9

The average duration of user sessions,
represented in total second

Question 10

what is meant by the term ‘ad clicks’?

Answer 10

The total number of times users have clicked on an ad to reach your property

Question 11

what is meant by the term ‘cost per click’?

Answer 11

Cost to advertiser per click; applies for paid advertising

Question 12

what is meant by the term ‘cost per conversion’?

Answer 12

The cost per conversion (including e-
commerce and goal conversions) for the sit

Question 13

what does search engine optimisation (SEO) involve?

Answer 13

achieving the highest position or ranking in the organic listing on the search engines results page
(SERP

Question 14

what is content marketing?

Answer 14

a strategic marketing approach
focused on creating valuable, relevant and consistent content to attract and retain a clearly defined audience – and ultimately to drive profitable
customer action

Question 15

what does display advertising refer to?

Answer 15

placing ads on webpages

Question 16

what is banner advertising?

Answer 16

adverts that are static, located on top or at the side of the webpage

Question 17

what is rich-media advertising?

Answer 17

ads containing live information or adverts that interact with the viewer, such as requiring the input of an email
address.

Question 18

what is programmatic advertising?

Answer 18

an automated system for the buying and selling of online display advert

Question 18

what is social advertising?

Answer 18

adverts placed on social media platforms like Meta (ex-Facebook), Instagram, X (ex-Twitter), YouTube, Tik Tok and Snapchat

Question 19

what is native advertising?

Answer 19

paid advertising that matches the form, feel, and function of the content of the media on which it appears

Question 20

what is proximity marketing?

Answer 20

The use of wireless devices to distribute marketing messages to specific locations

Question 21

what is performance marketing?

Answer 21

forms of advertising whereby the
purchaser pays only when there is
measurable results such as pay-per-click

Question 22

what is affiliate marketing?

Answer 22

third parties are compensated for
generating leads or driving traffic to brand’s website