Question 1

A direct-mail piece is a print advertising message for a product or service that is delivered by mail.

Accepted Answer

A) True 
 B)False

Question 2

Using outbound telemarketing, the call center staff calls unqualified numbers that are sometimes just randomly selected.

Accepted Answer

A) True 
 B)False

Question 3

________ is a technique of mining the information in databases to uncover prospective buyers whose characteristics match those of users.

Accepted Answer

A) Skimming 
B) Searching 
C) Profiling 
D) Relationship marketing 
E) Fulfillment 
A) Skimming 
B) Searching 
C) Profiling 
D) Relationship marketing 
E) Fulfillment

Question 4

In direct marketing, optimization is the function that gets the product to the customer who ordered it.

Accepted Answer

A) True 
 B)False

Question 5

Compare and contrast the three types of direct-marketing lists.

Accepted Answer

There are three types of lists:
(1)House

Question 6

Many companies have developed databases and have begun database marketing. Explain what this means.

Accepted Answer

Database marketing is a practi

Question 7

In which stage of the database marketing process can the direct marketer create clusters of characteristics and behaviors representing valuable consumer segments or target markets?

Accepted Answer

A) first 
B) third 
C) fourth 
D) fifth 
E) seventh 
A) first 
B) third 
C) fourth 
D) fifth 
E) seventh

Question 8

Which of the following statements about direct marketing customers is true?

Accepted Answer

A) The more recently customers bought from a company, the less likely they are to buy again. 
B) The less money customers recently spent buying from a company, the more likely they are to buy again. 
C) The less frequently customers have bought from a company, the more likely they are to buy again. 
D) The more money customers recently spent buying from a company, the less likely they are to buy again. 
E) The more frequently customers have bought from a company, the more likely they are to buy again. 
A) The more recently customers bought from a company, the less likely they are to buy again. 
B) The less money customers recently spent buying from a company, the more likely they are to buy again. 
C) The less frequently customers have bought from a company, the more likely they are to buy again. 
D) The more money customers recently spent buying from a company, the less likely they are to buy again. 
E) The more frequently customers have bought from a company, the more likely they are to buy again.

Question 9

Some companies have large databases they have examined to determine who their best customers are. Banks, in particular, have analyzed customer data and have learned that the top 5 percent of their customers are very profitable for the bank and the bottom 5 percent are very unprofitable. Name and describe the concept that many marketers are using to assess the value of customer loyalty.

Accepted Answer

Lifetime customer value (LCV)is an estim

Question 10

Which of the following is a disadvantage of direct mail?

Accepted Answer

A) negative consumer perceptions 
B) inability to reach audiences who are inaccessible by mass media 
C) inability to personalize the message 
D) lack of feedback 
E) difficulty engage attention of target 
A) negative consumer perceptions 
B) inability to reach audiences who are inaccessible by mass media 
C) inability to personalize the message 
D) lack of feedback 
E) difficulty engage attention of target

A direct-mail piece is a print advertising message for a product or service that is delivered by mail.

Using outbound telemarketing, the call center staff calls unqualified numbers that are sometimes just randomly selected.

________ is a technique of mining the information in databases to uncover prospective buyers whose characteristics match those of users.

In direct marketing, optimization is the function that gets the product to the customer who ordered it.

Compare and contrast the three types of direct-marketing lists.

Many companies have developed databases and have begun database marketing. Explain what this means.

In which stage of the database marketing process can the direct marketer create clusters of characteristics and behaviors representing valuable consumer segments or target markets?

Which of the following statements about direct marketing customers is true?

Which of the following is a disadvantage of direct mail?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 16: Direct-Response

A direct-mail piece is a print advertising message for a product or service that is delivered by mail.

Using outbound telemarketing, the call center staff calls unqualified numbers that are sometimes just randomly selected.

________ is a technique of mining the information in databases to uncover prospective buyers whose characteristics match those of users.

In direct marketing, optimization is the function that gets the product to the customer who ordered it.

Compare and contrast the three types of direct-marketing lists.

Many companies have developed databases and have begun database marketing. Explain what this means.

In which stage of the database marketing process can the direct marketer create clusters of characteristics and behaviors representing valuable consumer segments or target markets?

Which of the following statements about direct marketing customers is true?

Which of the following is a disadvantage of direct mail?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters