Question 1

Describe three kinds of lists.

Accepted Answer

A response list is a list of proven mail-order buyers. Such lists include people who buy from a book-of-the-month club or those who order from co-operative direct mailing firms. Circulation lists are magazine subscription lists that target potential customers by an interest or activity. A publishing company, for example, rents its list of subscribers to any other business that is interested in a similar target. Compiled lists are prepared from government, census, telephone, warranty, and other publication information. These are the least expensive of the lists and are not always personalized.

Question 2

Specialized or individually prepared direct mail offers sent directly to prospects are called

Accepted Answer

A)  personal packs 
B)  single-piece direct mail 
C)  solo direct mail 
D)  cooperative direct mail 
E)  customized direct mail 
A)  personal packs 
B)  single-piece direct mail 
C)  solo direct mail 
D)  cooperative direct mail 
E)  customized direct mail C

Question 3

A list of book-of-the-month-club buyers is an example of a compiled list.

Accepted Answer

A) True 
 B)False  False

Question 4

A credit-card holder being offered special savings on a hotel package via a monthly charge-account statement is an example of a bounce back.

Accepted Answer

A) True 
 B)False

Question 5

When numerous lists are purchased, they are often combined and stripped of duplicate names through this process:

Accepted Answer

A)  response listing 
B)  compiling 
C)  list brokering 
D)  house listing 
E)  merge/purge 
A)  response listing 
B)  compiling 
C)  list brokering 
D)  house listing 
E)  merge/purge

Question 6

Almost 90% of people are likely to open direct mail if it looks interesting.

Accepted Answer

A) True 
 B)False

Question 7

Unaddressed mail offers some degree of personalization and garners a higher response rate than personalized mail.

Accepted Answer

A) True 
 B)False

Question 8

The most common means of delivery for direct mail is through the postal system. Describe three mailing options offered through the postal system.

Accepted Answer

Although it is more costly, some direct

Question 9

Explain why direct mail would be attractive to advertisers that want to deliver messages to customers one-on-one.

Accepted Answer

Using direct mail, advertisers can pinpo

Question 10

One of the major forms of direct-response advertising includes

Accepted Answer

A)  telemarketing 
B)  promotions 
C)  point-of-purchase transactions 
D)  personal selling 
E)  radio commercials 
A)  telemarketing 
B)  promotions 
C)  point-of-purchase transactions 
D)  personal selling 
E)  radio commercials

Question 11

Catalogues are distributed by large retail chains and other direct-marketing organizations. The largest catalogue in Canada is from

Accepted Answer

A)  Canadian Tire 
B)  Harry Rosen 
C)  Mountain Equipment Co-op 
D)  IKEA 
E)  Sears 
A)  Canadian Tire 
B)  Harry Rosen 
C)  Mountain Equipment Co-op 
D)  IKEA 
E)  Sears

Question 12

Direct mailings to businesses may be discarded, particularly if several mailings from different suppliers are received at the same time.

Accepted Answer

A) True 
 B)False

Question 13

Why has the use of direct mail become widespread.

Accepted Answer

The use of direct mail is widespread bec

Question 14

The Sears catalogue is distributed to more than four million households.

Accepted Answer

A) True 
 B)False

Question 15

There are two types of direct-response television, one of which is

Accepted Answer

A)  short form 
B)  interactive 
C)  branded 
D)  corporate 
E)  traditional 
A)  short form 
B)  interactive 
C)  branded 
D)  corporate 
E)  traditional

Question 16

An envelope containing a variety of offers from non-competitive products is an example of

Accepted Answer

A)  solo direct mail 
B)  DRTV 
C)  co-operative direct mail 
D)  bounce back 
E)  selective direct mail 
A)  solo direct mail 
B)  DRTV 
C)  co-operative direct mail 
D)  bounce back 
E)  selective direct mail

Question 17

Provide highlights of the Canadian Marketing Association's (CMA) code of privacy.

Accepted Answer

The CMA's privacy code gives every Canad

Question 18

A statement stuffer is an additional offer that rides along with the delivery of another offer or with the delivery of a

Accepted Answer

A)  newspaper 
B)  brochure 
C)  monthly statement 
D)  reply card 
E)  postage-paid return envelope 
A)  newspaper 
B)  brochure 
C)  monthly statement 
D)  reply card 
E)  postage-paid return envelope

Question 19

Explain the disadvantages of direct-response television advertising.

Accepted Answer

The first disadvantage is time-even a 60

Question 20

Given that telemarketing is not a well-liked by consumers, perhaps the future success of telemarketing lies in

Accepted Answer

A)  co-operative telemarketing 
B)  PIPEDA 
C)  inbound telemarketing 
D)  solo telemarketing 
E)  outbound telemarketing 
A)  co-operative telemarketing 
B)  PIPEDA 
C)  inbound telemarketing 
D)  solo telemarketing 
E)  outbound telemarketing

Describe three kinds of lists.

Specialized or individually prepared direct mail offers sent directly to prospects are called

A list of book-of-the-month-club buyers is an example of a compiled list.

A credit-card holder being offered special savings on a hotel package via a monthly charge-account statement is an example of a bounce back.

When numerous lists are purchased, they are often combined and stripped of duplicate names through this process:

Almost 90% of people are likely to open direct mail if it looks interesting.

Unaddressed mail offers some degree of personalization and garners a higher response rate than personalized mail.

The most common means of delivery for direct mail is through the postal system. Describe three mailing options offered through the postal system.

Explain why direct mail would be attractive to advertisers that want to deliver messages to customers one-on-one.

One of the major forms of direct-response advertising includes

Catalogues are distributed by large retail chains and other direct-marketing organizations. The largest catalogue in Canada is from

Direct mailings to businesses may be discarded, particularly if several mailings from different suppliers are received at the same time.

Why has the use of direct mail become widespread.

The Sears catalogue is distributed to more than four million households.

There are two types of direct-response television, one of which is

An envelope containing a variety of offers from non-competitive products is an example of

Provide highlights of the Canadian Marketing Association's (CMA) code of privacy.

A statement stuffer is an additional offer that rides along with the delivery of another offer or with the delivery of a

Explain the disadvantages of direct-response television advertising.

Given that telemarketing is not a well-liked by consumers, perhaps the future success of telemarketing lies in

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 11: Direct Response Media

Describe three kinds of lists.

Specialized or individually prepared direct mail offers sent directly to prospects are called

A list of book-of-the-month-club buyers is an example of a compiled list.

A credit-card holder being offered special savings on a hotel package via a monthly charge-account statement is an example of a bounce back.

When numerous lists are purchased, they are often combined and stripped of duplicate names through this process:

Almost 90% of people are likely to open direct mail if it looks interesting.

Unaddressed mail offers some degree of personalization and garners a higher response rate than personalized mail.

The most common means of delivery for direct mail is through the postal system. Describe three mailing options offered through the postal system.

Explain why direct mail would be attractive to advertisers that want to deliver messages to customers one-on-one.

One of the major forms of direct-response advertising includes

Catalogues are distributed by large retail chains and other direct-marketing organizations. The largest catalogue in Canada is from

Direct mailings to businesses may be discarded, particularly if several mailings from different suppliers are received at the same time.

Why has the use of direct mail become widespread.

The Sears catalogue is distributed to more than four million households.

There are two types of direct-response television, one of which is

An envelope containing a variety of offers from non-competitive products is an example of

Provide highlights of the Canadian Marketing Association's (CMA) code of privacy.

A statement stuffer is an additional offer that rides along with the delivery of another offer or with the delivery of a

Explain the disadvantages of direct-response television advertising.

Given that telemarketing is not a well-liked by consumers, perhaps the future success of telemarketing lies in

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters