Question 1

In direct response television advertising, unsold inventory available on short notice at a lower cost is called

Accepted Answer

A)  leftover time 
B)  free time 
C)  discounted inventory 
D)  remnant time 
E)  circulation waste 
A)  leftover time 
B)  free time 
C)  discounted inventory 
D)  remnant time 
E)  circulation waste

Question 2

Circulation lists are prepared from government, census, telephone, warranty, and other publication information.

Accepted Answer

A) True 
 B)False

Question 3

What is meant by co-operative direct mail?

Accepted Answer

Co-operative direct mail contains specia

Question 4

Organizations wanting to reach female homeowners who are interested in decorating would be interested in a circulation list of

Accepted Answer

A)  subscribers to a home decorating magazine 
B)  loyalty card members of a home decorating store 
C)  a report on home decorating businesses 
D)  compiled lists of homeowners 
E)  proven mail order buyers 
A)  subscribers to a home decorating magazine 
B)  loyalty card members of a home decorating store 
C)  a report on home decorating businesses 
D)  compiled lists of homeowners 
E)  proven mail order buyers

Question 5

What is dimensional direct mail?

Accepted Answer

Dimensional mail can take any form other

Question 6

The national reach potential is very high for

Accepted Answer

A)  telemarketing 
B)  DRTV 
C)  bounce backs 
D)  co-operative direct mail 
E)  selective direct mail 
A)  telemarketing 
B)  DRTV 
C)  bounce backs 
D)  co-operative direct mail 
E)  selective direct mail

Question 7

Direct mail is a form of advertising communicated to prospects only through the postal service.

Accepted Answer

A) True 
 B)False

Question 8

According to experts, producing a 30-minute infomercial costs at least

Accepted Answer

A)  $250,000 
B)  $20,000 
C)  $10,000 
D)  $5,000 
E)  $50,000 
A)  $250,000 
B)  $20,000 
C)  $10,000 
D)  $5,000 
E)  $50,000

Question 9

Factors that contribute to the high absolute costs of direct mail include

Accepted Answer

A)  marketing research 
B)  agency fees 
C)  circulation 
D)  fulfillment 
E)  applicable taxes 
A)  marketing research 
B)  agency fees 
C)  circulation 
D)  fulfillment 
E)  applicable taxes

Question 10

One of the disadvantages of direct-response television is

Accepted Answer

A)  late night scheduling 
B)  fulfillment 
C)  cost 
D)  its inflexibility 
E)  consumer skepticism about the message 
A)  late night scheduling 
B)  fulfillment 
C)  cost 
D)  its inflexibility 
E)  consumer skepticism about the message

Question 11

Long-form commercials are commonly referred to as

Accepted Answer

A)  infomercials 
B)  time-dependent commercials 
C)  demo commercials 
D)  prolonged commercials 
E)  consumer-response commercials 
A)  infomercials 
B)  time-dependent commercials 
C)  demo commercials 
D)  prolonged commercials 
E)  consumer-response commercials

Question 12

The merge/purge process combines numerous purchased lists without regard for duplicate names.

Accepted Answer

A) True 
 B)False

In direct response television advertising, unsold inventory available on short notice at a lower cost is called

Circulation lists are prepared from government, census, telephone, warranty, and other publication information.

What is meant by co-operative direct mail?

Organizations wanting to reach female homeowners who are interested in decorating would be interested in a circulation list of

What is dimensional direct mail?

The national reach potential is very high for

Direct mail is a form of advertising communicated to prospects only through the postal service.

According to experts, producing a 30-minute infomercial costs at least

Factors that contribute to the high absolute costs of direct mail include

One of the disadvantages of direct-response television is

Long-form commercials are commonly referred to as

The merge/purge process combines numerous purchased lists without regard for duplicate names.

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

In direct response television advertising, unsold inventory available on short notice at a lower cost is called

Circulation lists are prepared from government, census, telephone, warranty, and other publication information.

What is meant by co-operative direct mail?

Organizations wanting to reach female homeowners who are interested in decorating would be interested in a circulation list of

What is dimensional direct mail?

The national reach potential is very high for

Direct mail is a form of advertising communicated to prospects only through the postal service.

According to experts, producing a 30-minute infomercial costs at least

Factors that contribute to the high absolute costs of direct mail include

One of the disadvantages of direct-response television is

Long-form commercials are commonly referred to as

The merge/purge process combines numerous purchased lists without regard for duplicate names.

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