Question 1

Users of yellow pages have household incomes of approximately ____.

Accepted Answer

A)  $25,000 to $30,000 
B)  $30,000 to $35,000 
C)  $35,000 to $40,000 
D)  $40,000 to $50,000 
E)  $60,000 or more 
A)  $25,000 to $30,000 
B)  $30,000 to $35,000 
C)  $35,000 to $40,000 
D)  $40,000 to $50,000 
E)  $60,000 or more

Question 2

Lou is trying to increase the lifetime value of his customers.Which of the following is a way for him to augment his customers' lifetime value?

Accepted Answer

A)  decrease the retention rate 
B)  increase the discount rate 
C)  increase the referral rate 
D)  increase marketing communications expenditures 
E)  All of these are correct. 
A)  decrease the retention rate 
B)  increase the discount rate 
C)  increase the referral rate 
D)  increase marketing communications expenditures 
E)  All of these are correct.

Question 3

Which of the following is a function direct mail can accomplish?

Accepted Answer

A)  build traffic at a specific retailer or website 
B)  generate leads for a sales force 
C)  communicate with individuals in a relatively private manner 
D)  sell products and services to new customers 
E)  All of these are correct. 
A)  build traffic at a specific retailer or website 
B)  generate leads for a sales force 
C)  communicate with individuals in a relatively private manner 
D)  sell products and services to new customers 
E)  All of these are correct.

Question 4

One reason for the growth of direct mail is the rising cost of television advertising and increasing audience fragmentation.

Accepted Answer

A) True 
 B)False

Question 5

Placing one's number on the National Do Not Call Registry will stop all unsolicited calls.

Accepted Answer

A) True 
 B)False

Question 6

What alternative medium did Unilever use to advertise Axe deodorant?

Accepted Answer

A)  public restrooms 
B)  garbage trucks 
C)  comic books 
D)  skywriting 
E)  human bodies 
A)  public restrooms 
B)  garbage trucks 
C)  comic books 
D)  skywriting 
E)  human bodies

Question 7

Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film.Which factors must he consider to determine the worth of a placement and how much it should cost him to place a brand in this particular movie?

Accepted Answer

A)  amount of time the brand gets on screen 
B)  use or mention of the brand by characters in the movie 
C)  integration with the plot of the movie 
D)  who is the star of the movie 
E)  a, b, and c 
A)  amount of time the brand gets on screen 
B)  use or mention of the brand by characters in the movie 
C)  integration with the plot of the movie 
D)  who is the star of the movie 
E)  a, b, and c

Question 8

The R in a company's R-F-M formula stands for referral rate.

Accepted Answer

A) True 
 B)False

Question 9

Compared with other media,_____ is much less wasteful and will usually produce the highest percentage of responses.

Accepted Answer

A)  radio 
B)  television 
C)  direct mail 
D)  outdoor advertising 
E)  newspaper 
A)  radio 
B)  television 
C)  direct mail 
D)  outdoor advertising 
E)  newspaper

Question 10

According to the Telemarketing Sales Rule (TSR),telemarketers must not _____.

Accepted Answer

A)  tell customers the odds of winning any prizes 
B)  tape record a customer's express oral authorization 
C)  maintain lists of the names and addresses of all prize winners 
D)  call customers before 8 A.M. 
E)  maintain complete employment records 
A)  tell customers the odds of winning any prizes 
B)  tape record a customer's express oral authorization 
C)  maintain lists of the names and addresses of all prize winners 
D)  call customers before 8 A.M. 
E)  maintain complete employment records

Question 11

What factors have turned marketers to the widespread use of direct mail advertising?

Accepted Answer

At least four factors account for the wi

Question 12

Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses.

Accepted Answer

A)  magazine 
B)  radio 
C)  television 
D)  direct mail 
E)  newspaper 
A)  magazine 
B)  radio 
C)  television 
D)  direct mail 
E)  newspaper

Question 13

If a marketer focuses on customer retention rather than just customer acquisition,customer lifetime value can be increased.

Accepted Answer

A) True 
 B)False

Question 14

With effective database marketing a firm may be able to alter the channel of distribution via direct marketing efforts,and hence _____.

Accepted Answer

A)  cut direct costs 
B)  reduce marcom costs 
C)  increase retention rate 
D)  enhance average purchase volume per customer 
E)  increase the referral rate 
A)  cut direct costs 
B)  reduce marcom costs 
C)  increase retention rate 
D)  enhance average purchase volume per customer 
E)  increase the referral rate

Question 15

The yellow pages represent a huge advertising medium with annual revenues exceeding $140 billion.

Accepted Answer

A) True 
 B)False

Question 16

Consumers in the ______ age group are more positively disposed towards cinema advertising.

Accepted Answer

A)  10-to-16 
B)  12-to-24 
C)  18-to-30 
D)  25-to-34 
E)  30-to-40 
A)  10-to-16 
B)  12-to-24 
C)  18-to-30 
D)  25-to-34 
E)  30-to-40

Question 17

On a cost per thousand basis,direct mail is less expensive than other media.

Accepted Answer

A) True 
 B)False

Question 18

Describe who uses the Yellow Pages and why they use them.

Accepted Answer

Although most people use the yellow page

Question 19

Which of the following is NOT a distinctive feature of direct mail?

Accepted Answer

A)  targetability 
B)  measurability 
C)  accountability 
D)  flexibility 
E)  expandability 
A)  targetability 
B)  measurability 
C)  accountability 
D)  flexibility 
E)  expandability

Question 20

A study of brand placements in films found a(n)______ effect between stock returns and time (in days).

Accepted Answer

A)  short-term 
B)  inverted-U 
C)  placebo 
D)  R-F-M 
E)  contextual 
A)  short-term 
B)  inverted-U 
C)  placebo 
D)  R-F-M 
E)  contextual

Exam 15: Direct Marketing, CRM, and Other Media

Users of yellow pages have household incomes of approximately ____.

Lou is trying to increase the lifetime value of his customers.Which of the following is a way for him to augment his customers' lifetime value?

Which of the following is a function direct mail can accomplish?

One reason for the growth of direct mail is the rising cost of television advertising and increasing audience fragmentation.

Placing one's number on the National Do Not Call Registry will stop all unsolicited calls.

What alternative medium did Unilever use to advertise Axe deodorant?

Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film.Which factors must he consider to determine the worth of a placement and how much it should cost him to place a brand in this particular movie?

The R in a company's R-F-M formula stands for referral rate.

Compared with other media,_____ is much less wasteful and will usually produce the highest percentage of responses.

According to the Telemarketing Sales Rule (TSR),telemarketers must not _____.

What factors have turned marketers to the widespread use of direct mail advertising?

Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses.

If a marketer focuses on customer retention rather than just customer acquisition,customer lifetime value can be increased.

With effective database marketing a firm may be able to alter the channel of distribution via direct marketing efforts,and hence _____.

The yellow pages represent a huge advertising medium with annual revenues exceeding $140 billion.

Consumers in the ______ age group are more positively disposed towards cinema advertising.

On a cost per thousand basis,direct mail is less expensive than other media.

Describe who uses the Yellow Pages and why they use them.

Which of the following is NOT a distinctive feature of direct mail?

A study of brand placements in films found a(n)______ effect between stock returns and time (in days).

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters