Exam 16: Direct Response

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 following best describes the type of advertising described in this scenario?

Which of the following is a form of personal sales?

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

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. -The infomercials and print ads allow consumers to purchase directly from the ad itself.There is a mail-in coupon order form,a toll-free phone number,and a Web address given in the print ad that states,"Call Now!" Some infomercials even state that "calls received within the next 30 minutes will receive '2 Free Bonuses' when ordering." Name and describe the type of offer this is,and explain how it is different from the other type of offer.

Organic Designs is a small,successful chain of stores offering stylish clothes made of all-organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets,with the goal of engaging attention and creating long-term relationships with a new group of customers.Which of the following methods of direct marketing would most likely be effective in accomplishing this goal?

The database management process begins with a(n)________ that could include completing a warranty card,entering a contest or sweepstakes,or opting in on a website.

Gutter Guys is a gutter installation company in Southern California that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers.Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?

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

The ________ regulates email marketing.

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.

The product or service alone is considered the offer in direct marketing.

In a marketing database,the term expires means ________.

Direct-response Brand Communication is sometimes referred to as ________ direct marketing.

Combining direct-mail lists is called merging,and deleting the repeat names is called purging.

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

Jack,a successful businessman,is annoyed by the barrage of junk mail he receives from credit card companies.What would you recommend that Jack do to reduce the credit card solicitations he receives?

The three types of direct-marketing lists are house lists,response lists,and directory lists.

Direct-marketing messages are constantly being measured,enabling direct marketers to learn what works and modify future campaigns based on results.

Unwanted email is known as spam.

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