Exam 16: Direct Response

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

Laurie is a college professor who teaches a course in direct marketing.She is a member of the Direct Marketing Association (DMA),a trade association for businesses in the direct-marketing industry,because it is a useful source of current information for her course.She receives direct mail offers,emails,and telemarketing calls from a variety of businesses that are also sent to other members of the DMA.What type of list is Laurie's name most likely on?

In direct marketing,service firms are agencies that specialize in supplying printing,mailing,and list brokering.

Which type of direct-marketing list is a list of some specific category,such as sports car owners,new homebuyers,graduating seniors,or subscribers to a magazine?

Cloning is a technique of sifting through the information in databases to uncover prospective buyers whose characteristics match those of current buyers.

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

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

You are a marketer for Yummy Yogurt,and your company has access to GPS data that will allow you to gather information about how long a consumer lingers in front of your product in the grocery aisle.Analysis of this data could potentially generate higher profits for your yogurt client.What are some potential concerns about using this data? Explain your response.

Measuring and evaluating consumer behavior is part of the ________ step in the direct-marketing process.

Which type of direct-marketing list is the most valuable list to a marketer?

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using ________.

In which type of telemarketing is the call initiated by the customer?

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

Which of the following is the last step in the direct-marketing process?

Identify the four primary objectives of a marketing database.

Which of the following is NOT part of the fulfillment stage of the direct-marketing process?

Discuss the advantages and disadvantages of direct marketing.

Which type of agency is responsible for making sure consumers receive whatever they request in a timely manner,be it a catalog,additional information,or the product itself?

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.

How is most direct mail sent?