Exam 4: Action and Interaction: Direct Response and Promotions

Through the process of ________,results derived from a promotion can be estimated and compared with the projected cost of the effort.

Which of the following is a common consumer price deal?

Response rates and redemption rates are used to evaluate the effectiveness of promotional programs.

Games and sweepstakes are both types of contests,only differing by the length of time they run.

One disadvantage of promotions is that,although they can help introduce a new product and create brand awareness,they fail to create an immediate consumer response.

You are developing the offer for a direct-response campaign.Explain what is included in the "offer."

Describe four purposes of consumer promotions.

Refer to the passage below to answer the questions that follow. Everyone knows McDonald's,the worldwide fast food chain.McDonald's has used consumer promotions for years.Restaurants offer a kids' Happy Meal that always includes a toy,and oftentimes the package itself is a promotion,such as pumpkin buckets at Halloween.McDonald's has also used a promotion patterned after the popular Monopoly game,in which everyone wins something small,like a soft drink or French fries,but one participant could win $1 million dollars.The Monopoly promotion usually lasts several months.McDonald's also participates in promotions with movies,such as Star Wars and several Disney movies.Another promotion McDonald's is considering is a program that will give consumers one free Happy Meal for every 10 they purchase. -What type of consumer promotion is the toy in the Happy Meal?

A price deal is a temporary price reduction or a sale price.

Specialty advertising presents a brand's name on something that is given away as a reminder,such as a pen,cap,or mouse pad.

The two general types of coupons are immediate and delayed.

Direct-response marketing is often used by nonprofit organizations and by political associations.

In which type of telemarketing does the call originate with the marketer?

During the ________ step in the direct-response process,the DRC message must make it as easy as possible for customers to respond.

Which of the following is most likely TRUE of infomercials?

There are four main players in direct-response marketing communication.Which of the following is NOT one of these four main players?

________ require participants to compete for a prize or prizes based on some sort of skill or ability.

The database management process begins with a sale.

James was with his mother in the grocery store,and near the cheese section he saw that there was a cardboard display filled with little soccer balls.James saw them,grabbed one,and immediately started dribbling it down the aisles of the store.His mother looked more closely at the display and learned that the soccer ball was free with the purchase of two Kraft cheese products that were on the shelf nearby.What type of consumer promotion is this? What kind of trade promotion is this?

Bob watched the Cadillac Golf Classic last weekend on television.Name and describe the type of promotion and explain why companies use this kind of promotion.