Question 1

Why is relationship building particularly important in direct marketing?

Accepted Answer

Relationship building is parti

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

One of the primary advantages of direct mail is the low cost per thousand compared to mass media.

Accepted Answer

A) True 
 B)False

Question 4

Explain what spam is.

Accepted Answer

Spam is the term use

Question 5

Which of the following are the two fundamental components of the direct-marketing business?

Accepted Answer

A)  communication sent directly to the consumer and promotion of brand awareness 
B)  promotion of brand awareness and consumer response sent directly back to the source 
C)  IMC and database marketing 
D)  communication sent directly to the consumer and consumer response sent directly back to the source 
E)  consumer response sent directly back to the source and comparative marketing 
A)  communication sent directly to the consumer and promotion of brand awareness 
B)  promotion of brand awareness and consumer response sent directly back to the source 
C)  IMC and database marketing 
D)  communication sent directly to the consumer and consumer response sent directly back to the source 
E)  consumer response sent directly back to the source and comparative marketing

Question 6

In direct-response marketing,a business responsible for making sure consumers receive whatever they requested in a timely manner is known as a service firm.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT an objective of a marketing database?

Accepted Answer

A)  to record names of customers, expires, and prospects 
B)  to store and analyze responses 
C)  to store and analyze purchasing performance 
D)  to continue direct communication with customers 
E)  to record and analyze marketing communications 
A)  to record names of customers, expires, and prospects 
B)  to store and analyze responses 
C)  to store and analyze purchasing performance 
D)  to continue direct communication with customers 
E)  to record and analyze marketing communications

Question 8

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.

Accepted Answer

Students can answer any three of the fol

Question 9

Do-not-call lists do not restrict companies from calling their own customers.

Accepted Answer

A) True 
 B)False

Question 10

Many marketers now use permission marketing to address the problem of ________.

Accepted Answer

A)  spoofing 
B)  predictive dialing 
C)  cold calling 
D)  spamming 
E)  variable data marketing 
A)  spoofing 
B)  predictive dialing 
C)  cold calling 
D)  spamming 
E)  variable data marketing

Question 11

________ is a practice that uses databases to predict trends and monitor consumers to more effectively implement direct-marketing strategies.

Accepted Answer

A)  Integrated marketing 
B)  Permission-based marketing 
C)  Database marketing 
D)  Conversion marketing 
E)  Predictive marketing 
A)  Integrated marketing 
B)  Permission-based marketing 
C)  Database marketing 
D)  Conversion marketing 
E)  Predictive marketing

Question 12

Name and describe the four types of agencies involved in direct-response advertising.

Accepted Answer

There are four types of agencies in dire

Question 13

Knight-Abbey Commercial Printers and Direct Mailers is a large commercial printer in the southeastern United States.The company develops,prints,and mails direct mail pieces for several businesses.One of the company's largest customers is Beau Rivage Casino in Gulfport,Mississippi.Knight-Abbey personalizes and prints eight variations of a direct mail offer to customers.In terms of the types of firms in direct-response advertising,which type is Knight-Abbey?

Accepted Answer

A)  advertising agency 
B)  direct-marketing agency 
C)  service firm 
D)  fulfillment house 
E)  print brokerage 
A)  advertising agency 
B)  direct-marketing agency 
C)  service firm 
D)  fulfillment house 
E)  print brokerage

Question 14

A direct-response ad on television is known as a(n)________.

Accepted Answer

A)  infomercial 
B)  sponsored program 
C)  promotional program 
D)  telemarketing program 
E)  home shopping network 
A)  infomercial 
B)  sponsored program 
C)  promotional program 
D)  telemarketing program 
E)  home shopping network

Question 15

Which of the following refers to the use of special computerized programs that use random dialing,making it possible for telemarketing companies to call anyone,even those with unlisted numbers?

Accepted Answer

A)  opt-in telemarketing 
B)  opt-out telemarketing 
C)  cold calling 
D)  conversion calling 
E)  predictive dialing 
A)  opt-in telemarketing 
B)  opt-out telemarketing 
C)  cold calling 
D)  conversion calling 
E)  predictive dialing

Question 16

What is the first step in the direct-marketing process?

Accepted Answer

A)  objectives and strategy 
B)  the offer 
C)  customer ordering 
D)  fulfillment and customer follow-up 
E)  relationship building 
A)  objectives and strategy 
B)  the offer 
C)  customer ordering 
D)  fulfillment and customer follow-up 
E)  relationship building

Question 17

In which stage of the database management process is data entered into the computer to merge it with other information already in the file or added at the same time?

Accepted Answer

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

Question 18

How does direct marketing benefit customers?

Accepted Answer

Customers who have less time f

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Social selling,which is also called network marketing,relies on the reach and persuasiveness of social media.

Accepted Answer

A) True 
 B)False

Why is relationship building particularly important in direct marketing?

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

One of the primary advantages of direct mail is the low cost per thousand compared to mass media.

Explain what spam is.

Which of the following are the two fundamental components of the direct-marketing business?

In direct-response marketing,a business responsible for making sure consumers receive whatever they requested in a timely manner is known as a service firm.

Which of the following is NOT an objective of a marketing database?

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.

Do-not-call lists do not restrict companies from calling their own customers.

Many marketers now use permission marketing to address the problem of ________.

________ is a practice that uses databases to predict trends and monitor consumers to more effectively implement direct-marketing strategies.

Name and describe the four types of agencies involved in direct-response advertising.

A direct-response ad on television is known as a(n)________.

Which of the following refers to the use of special computerized programs that use random dialing,making it possible for telemarketing companies to call anyone,even those with unlisted numbers?

What is the first step in the direct-marketing process?

In which stage of the database management process is data entered into the computer to merge it with other information already in the file or added at the same time?

How does direct marketing benefit customers?

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

Social selling,which is also called network marketing,relies on the reach and persuasiveness of social media.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 16: Direct Response

Why is relationship building particularly important in direct marketing?

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

One of the primary advantages of direct mail is the low cost per thousand compared to mass media.

Explain what spam is.

Which of the following are the two fundamental components of the direct-marketing business?

In direct-response marketing,a business responsible for making sure consumers receive whatever they requested in a timely manner is known as a service firm.

Which of the following is NOT an objective of a marketing database?

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.

Do-not-call lists do not restrict companies from calling their own customers.

Many marketers now use permission marketing to address the problem of ________.

________ is a practice that uses databases to predict trends and monitor consumers to more effectively implement direct-marketing strategies.

Name and describe the four types of agencies involved in direct-response advertising.

A direct-response ad on television is known as a(n)________.

Which of the following refers to the use of special computerized programs that use random dialing,making it possible for telemarketing companies to call anyone,even those with unlisted numbers?

What is the first step in the direct-marketing process?

In which stage of the database management process is data entered into the computer to merge it with other information already in the file or added at the same time?

How does direct marketing benefit customers?

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

Social selling,which is also called network marketing,relies on the reach and persuasiveness of social media.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters