Exam 4: Action and Interaction: Direct Response and Promotions

One of the primary advantages of direct mail is the low cost per thousand compared to mass media.

Which of the following is NOT an objective of consumer promotions such as coupons?

Name and describe the four types of agencies involved in direct-response communication.

During the ________ step in the direct-response process,the goal is to respond quickly and get the product to those who respond.

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using ________.

Direct-response marketing is typically designed to accomplish which of the following?

What is the first step in the direct-response process?

After selecting a sweater on the Lands' End website,Kelly Oldham filled out the required customer and credit card information.A box with a checkmark inside was next to the following statement: "Yes,I would like to receive promotional information via email from Lands' End." The statement suggests that Lands' End is using which of the following marketing tools?

________ means building a product's marketing program around a sponsored activity,such as the Olympics or a golf tournament.

Compare and contrast the three types of direct-marketing lists.

Advertising agencies do not play a role in direct-response marketing.

Refer to the passage below to answer the questions that follow. Kraft is known for its cheese products,but the company also manufactures several consumer packaged goods products,such as mayonnaise,salad dressing,barbecue sauce,macaroni and cheese,and other types of food products sold in grocery stores.A large portion of Kraft's marketing communication budget is spent on incentives such as sales contests and retail kits. -What is the most likely objective of Kraft's promotion activities?

A trade network is where companies within the same industry gather to present and sell their merchandise,as well as to demonstrate their products.

Which of the following provide the consumer with more units of a product sold at a lower price than if they were bought at the single-unit price?

Which of the following is a TRUE statement about catalogs?

Measuring and evaluating consumer behavior is part of the ________ step in the direct-response process.

In which type of telemarketing is the call initiated by the customer?

Sales-force promotions include two general sets of promotional activities directed at salespeople: (1)activities that better prepare salespeople to do their jobs and (2)incentives that motivate salespeople to work harder.

Refer to the passage below to answer the questions that follow. Kraft is known for its cheese products,but the company also manufactures several consumer packaged goods products,such as mayonnaise,salad dressing,barbecue sauce,macaroni and cheese,and other types of food products sold in grocery stores.A large portion of Kraft's marketing communication budget is spent on incentives such as sales contests and retail kits. -What kind of audience is Kraft targeting with incentives to get its products to consumers in the stores?

Which of the following is a type of partnership program used by manufacturers of two or more brands,such as Doritos corn chips and Pace salsa,to leverage similar strengths to achieve a bigger impact in the marketplace?