Exam 16: Direct-Response

P&G has developed and purchased huge databases and has more than 30 million consumers in its current database. P&G routinely mines the information in the database to uncover potential buyers whose characteristics match those of their current customers for a given product and brand. What technique is P&G using?

The term or phrase that refers to the way that marketers identify prospective customers is ________.

Inbound telemarketing calls generate more consumer resistance than outbound telemarketing calls do.

Which basic objective of direct marketing involves attempting to motivate customers to visit an event or retail outlet?

Some advertising students are visiting your agency on a field trip and have asked you to provide some guidance on creating effective direct-response mail. Give them three of the ideas that were given in the text.

All of the variables that are intended to satisfy the needs of the consumer are considered part of the ________ in direct marketing.

The average response rate for a direct mail offer is 10 percent.

One disadvantage of direct marketing is consumer frustration with too many catalogs and junk mail.

Josh is a broker who sells retirement investments to individuals. He uses direct marketing, but he uses it primarily to get customers to inquire for more information and set up an appointment to discuss investment options with him. Which type of offer is this?

There are four main players in direct-response marketing communication. Which of the following is NOT one of these four main players?

Anthony is working on an account interested in direct marketing to a target audience of men who own sports cars. Anthony will most likely use a ________ list.

The Pampered Sole is a new women's shoe store in Birmingham, Alabama. The owners want to target women between the ages of 30 and 45 with a household income greater than $50,000 with a special promotion. They have purchased two mailing lists: one with demographic information for their retail area and one with psychographic information. They want one list that combines both types of information, but they don't want to mail someone twice. What should they do?

During the ________ step in the direct marketing process, the DMC message must make it as easy as possible for customers to respond.

In a marketing database, the term expire means ________.

Direct-marketing messages are constantly being measured, so direct marketers can learn what works and modify succeeding campaigns based on results.

Which of the following is NOT a variable that would be considered part of the offer in direct marketing?

Which of the following is NOT a general guideline that applies to message development in direct marketing?

Which of the following is NOT a good tip for creating effective direct mail?

Serena is planning a direct marketing campaign and is examining the effectiveness of past direct marketing efforts. She notices that a higher percentage of customers responded to her company's last direct-mail communication than to its telemarketing communication. Serena was comparing the ________ of these two communication efforts.

Which of the following is the original and most effective form of direct marketing?