Exam 16: Direct Response

Sorting information in a company's database in order to better target customers is called ________.

Refer to the passage below to answer the questions that follow. Proactive Solution is a skincare system to help people with acne. Proactive was originally sold only through direct marketing. The consumer had to enroll in the Proactive Solution Clear Skin Club. However, now some large malls have kiosks selling Proactive Solution products without the club membership, but the prices are much higher. Proactive Solution has had one of the longest-running infomercials on television, and its product line is also sold through magazine ads. Through these mediums, consumers can purchase the product directly by calling, mailing, or going through the Internet to submit an order. -What do you think Proactive Solution uses to track consumer purchases? How can they use this to restart customers who have joined the club but later quit?

In which type of telemarketing does the call originate with the marketer?

Which type of direct-marketing list consists of the marketer's own customers or members?

The four main players in direct-response marketing are the advertisers,the agencies,the media,and the government.

According to the Supreme Court's ruling,the free speech rights of the telemarketing industry are infringed upon by the national Do Not Call Registry.

Service firms in direct marketing specialize in ________.

Direct marketing is less expensive than personal sales.

Direct marketing,particularly catalog marketing,is the model for e-commerce.

Gianna is a skeptical consumer whose motto is "I'll believe it works when I see that it works." Which of the following would be the most effective form of direct marketing for a marketer to use to reach Gianna and customers like her?

Which type of database provided by an outside firm contains information useful in segmenting as well as contact information?

A broadsheet is a multipage direct-mail publication that shows a variety of merchandise.

Email as a marketing tool is typically only used by e-commerce companies,such as Amazon.com.

What do direct marketers use to keep track of customers,identify prospective customers,and segment groups of customers and prospects?

Which of the following is designed to gather leads or answer consumer questions?

What is the purpose of the national Do Not Call Registry?

Direct marketing is often used by nonprofit organizations and by political associations.

Fraudulently using a company's identity to send out spam is known as ________.

Kinder Clothes,an online children's clothing marketer,uses data mining to identify and segment customers who have purchased infant clothing,toddler clothing,and children's clothing.The company has also used data mining to further identify and segment these groups based on whether they purchased clothing for boys or girls.In this example,Kinder Clothes is using ________.

Refer to the passage below to answer the questions that follow. Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline of the ad says "Serious Sun Protection" over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, the comfort of the company's clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a Web address. -Which of the direct-marketing objectives does this scenario illustrate?