Question 1

Direct marketing is an interactive system that uses one or more advertising media to effect a measurable response at any location.

Accepted Answer

A) True 
 B)False

Question 2

Scenario 10-2
Folio in an e-technology company. As e-businesses move to the Web, their technology platform allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information, regardless of where it resides - all from their Web browser. So, Folio can share content across connected servers with partners, suppliers, customers and employees to form an e-business Content Network. And it all happens in real time.
-(Scenario 10-2) A magazine publisher collects data at its website about readers of one of its health and fitness magazines. The publisher uses direct mail to try to get these readers to subscribe to another of its publications regarding nutrition. This practice is known as

Accepted Answer

A)  reader-response coordination. 
B)  cross-selling. 
C)  the shotgun approach. 
D)  vector marketing. 
A)  reader-response coordination. 
B)  cross-selling. 
C)  the shotgun approach. 
D)  vector marketing.

Question 3

Direct marketers do not use mailing lists because they are expensive and outdated.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A)  recency, frequency, and monetary (RFM) 
B)  cost per inquiry 
C)  cost per order 
D)  demographic, psychographic, and behavioral 
A)  recency, frequency, and monetary (RFM) 
B)  cost per inquiry 
C)  cost per order 
D)  demographic, psychographic, and behavioral

Question 5

If a company is willing to spend a lot of money per customer contact in exchange for the highest response rate around, it should choose telemarketing.

Accepted Answer

A) True 
 B)False

Question 6

The most common use of direct marketing is to raise brand awareness.

Accepted Answer

A) True 
 B)False

Question 7

External mailing lists are typically bought or rented from sources outside the organization doing the mailing.

Accepted Answer

A) True 
 B)False

Question 8

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.

Accepted Answer

A)  external; internal 
B)  demographic; geodemographic 
C)  internal; external 
D)  geodemographic; psychographic 
A)  external; internal 
B)  demographic; geodemographic 
C)  internal; external 
D)  geodemographic; psychographic

Question 9

Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
-(Scenario 10-6) Jostens is considering using a number of different direct marketing media applications. Which of the following is the most potent tool available to the firm because it produces the best response rates?

Accepted Answer

A)  telemarketing 
B)  direct mail 
C)  advertorials 
D)  direct response 
A)  telemarketing 
B)  direct mail 
C)  advertorials 
D)  direct response

Question 10

A problem with direct marketing is that consumers are concerned that personal information is being gathered and exchanged between businesses.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  consumers' increasing need for convenience 
B)  more liberal attitudes about the use of credit and accumulation of debt 
C)  developments in technology - in telecommunication and computers 
D)  all of these factors are driving the growth of direct marketing today 
A)  consumers' increasing need for convenience 
B)  more liberal attitudes about the use of credit and accumulation of debt 
C)  developments in technology - in telecommunication and computers 
D)  all of these factors are driving the growth of direct marketing today

Question 12

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

Accepted Answer

A)  demographic data. 
B)  geodemographic data. 
C)  psychographic data. 
D)  all of these can be used to enhance a mailing list. 
A)  demographic data. 
B)  geodemographic data. 
C)  psychographic data. 
D)  all of these can be used to enhance a mailing list.

Question 13

You are the marketing manager for a mail-order company that ships spices from all over the world to all over the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? What are the advantages of your choice? Be as specific as possible.

Accepted Answer

A mailing list is simply a file of the n

Question 14

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

Accepted Answer

A)  a database which is the collective memory for the program 
B)  a benefit package designed to attract and retain customers 
C)  a communication strategy which emphasizes regular customer dialogue 
D)  all of these together constitute the basic elements of frequency marketing 
A)  a database which is the collective memory for the program 
B)  a benefit package designed to attract and retain customers 
C)  a communication strategy which emphasizes regular customer dialogue 
D)  all of these together constitute the basic elements of frequency marketing

Question 15

All conventional media can be used to deliver direct response advertising. However, when conventional media are used, the effort is no longer considered to be part of a direct marketing program.

Accepted Answer

A) True 
 B)False

Question 16

Cross-selling is the practice of contacting a competitors' customers and attempting to get them to try your product.

Accepted Answer

A) True 
 B)False

Question 17

Scenario 10-3
You have decided that, after being exposed to a bit of advertising and marketing theory and practice, that "ad biz" thrives on abbreviations. To make life easier for the students that follow behind you, and perhaps to make a bit of money for yourself, you are going to write and publish the Encyclopedia of Advertising Abbreviations and Terminology (the EAT). The following questions are drawn from information included under the entry entitled "Direct Marketing."
-(Scenario 10-3) Direct marketing is "interactive" which refers to the following marketer activity

Accepted Answer

A)  allowing spam through interference networks. 
B)  introducing foreign-made products into U.S. markets. 
C)  attempting to develop an ongoing dialogue with the customer. 
D)  providing management feedback to Marcom Directors 
A)  allowing spam through interference networks. 
B)  introducing foreign-made products into U.S. markets. 
C)  attempting to develop an ongoing dialogue with the customer. 
D)  providing management feedback to Marcom Directors

Question 18

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

Accepted Answer

A)  bad mail addresses 
B)  a limited number of creative options. 
C)  a limited ability to test executions. 
D)  an inability to track results. 
A)  bad mail addresses 
B)  a limited number of creative options. 
C)  a limited ability to test executions. 
D)  an inability to track results.

Question 19

Although privacy issues continue to be a hot topic in the national media, research has shown that only about one in five consumers expresses concerns about privacy issues.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  more liberal attitudes about credit 
B)  need for greater convenience. 
C)  computers that enable on-line shopping 
D)  all of these are factors in growth of consumer direct marketing 
A)  more liberal attitudes about credit 
B)  need for greater convenience. 
C)  computers that enable on-line shopping 
D)  all of these are factors in growth of consumer direct marketing

Direct marketing is an interactive system that uses one or more advertising media to effect a measurable response at any location.

Direct marketers do not use mailing lists because they are expensive and outdated.

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

If a company is willing to spend a lot of money per customer contact in exchange for the highest response rate around, it should choose telemarketing.

The most common use of direct marketing is to raise brand awareness.

External mailing lists are typically bought or rented from sources outside the organization doing the mailing.

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.

A problem with direct marketing is that consumers are concerned that personal information is being gathered and exchanged between businesses.

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

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

You are the marketing manager for a mail-order company that ships spices from all over the world to all over the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? What are the advantages of your choice? Be as specific as possible.

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

All conventional media can be used to deliver direct response advertising. However, when conventional media are used, the effort is no longer considered to be part of a direct marketing program.

Cross-selling is the practice of contacting a competitors' customers and attempting to get them to try your product.

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

Although privacy issues continue to be a hot topic in the national media, research has shown that only about one in five consumers expresses concerns about privacy issues.

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

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Sales Promotion and Point of Purchase

Sponsorship, Product Placements, and Branded Entertainment

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Measuring the Effectiveness of Brand Promotions

Filters

Exam 10: Direct Marketing and Personal Selling

Direct marketing is an interactive system that uses one or more advertising media to effect a measurable response at any location.

Direct marketers do not use mailing lists because they are expensive and outdated.

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

If a company is willing to spend a lot of money per customer contact in exchange for the highest response rate around, it should choose telemarketing.

The most common use of direct marketing is to raise brand awareness.

External mailing lists are typically bought or rented from sources outside the organization doing the mailing.

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.

A problem with direct marketing is that consumers are concerned that personal information is being gathered and exchanged between businesses.

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

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

You are the marketing manager for a mail-order company that ships spices from all over the world to all over the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? What are the advantages of your choice? Be as specific as possible.

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

All conventional media can be used to deliver direct response advertising. However, when conventional media are used, the effort is no longer considered to be part of a direct marketing program.

Cross-selling is the practice of contacting a competitors' customers and attempting to get them to try your product.

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

Although privacy issues continue to be a hot topic in the national media, research has shown that only about one in five consumers expresses concerns about privacy issues.

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

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Sales Promotion and Point of Purchase

Sponsorship, Product Placements, and Branded Entertainment

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Measuring the Effectiveness of Brand Promotions

Filters

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.