Exam 11: Direct Response Media

One element of a successful telemarketing is to

Direct response advertising is advertising through any medium designed to generate a response by any means, such as mail, television, telephone, or print ad, that is

Name and briefly describe at least three major forms of direct response advertising.

In terms of net advertising revenues in Canada, direct mail ranks

Advantages of addressed mail include

Discuss the use of catalogues and magazines as direct marketing venues.

Unaddressed mail is a way of distributing direct mail.

A response list is a list of

The practice of including a pre-printed reply card or envelope which is postage-paid is classified as

When Shoppers Drug Mart accumulates considerable data on customers through its Optimum Card, they are able to create

The backbone of an entire direct mail campaign is the

Response rates tend to be much higher for solo direct mail than for co-operative direct mail because it

Describe direct home shopping.

A buyer can provide the profile of the target customer and receive a list of possible prospects on a cost-per-name basis from a

Explain the advantages that bounce backs offer.

It is estimated that less than 50% of the success or failure of any mail campaign hinges upon the database that is used.

One of the disadvantages of direct mail is

To reach its target audience, specific neighbourhoods can be targeted with

Three basic steps are involved in buying direct mail: obtaining a proper prospect list, conceiving and producing the mailing piece, and

Co-operative direct mail has a higher response rate than solo direct mail.