Question 1

Explain what is meant by it is "a lot better to talk to 20,000 prospects than two million suspects" in reference to direct mail advertising.

Accepted Answer

One factor accounting for the widespread

Question 2

Research shows that users of yellow pages tend to have relatively low household incomes.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT a function direct mail can accomplish?

Accepted Answer

A)  increase sales from current customers 
B)  acquire new customers 
C)  create job opportunities 
D)  gather customer information 
E)  generate leads for a sales force 
A)  increase sales from current customers 
B)  acquire new customers 
C)  create job opportunities 
D)  gather customer information 
E)  generate leads for a sales force

Question 4

The yellow pages is an advertising medium that consumers turn to when they are seeking a product or service supplier and are prepared to make a purchase.

Accepted Answer

A) True 
 B)False

Question 5

Compared to broadcast advertising,_____ does not deal with customers as a mass but rather creates individual relationships with each customer or prospective customer.

Accepted Answer

A)  lifetime analysis 
B)  data mining 
C)  direct advertising 
D)  indirect advertising 
E)  niche advertising 
A)  lifetime analysis 
B)  data mining 
C)  direct advertising 
D)  indirect advertising 
E)  niche advertising

Question 6

Direct-mail advertising refers to any advertising matter delivered by the postal service to the person whom the marketer wishes to influence.

Accepted Answer

A) True 
 B)False

Question 7

Video games provide an excellent advertising medium for reaching millenials.

Accepted Answer

A) True 
 B)False

Question 8

Companies' databases of customers often contain R-F-M data.The M stands for _____.

Accepted Answer

A)  motivation 
B)  monetary value 
C)  markdown 
D)  media 
E)  message 
A)  motivation 
B)  monetary value 
C)  markdown 
D)  media 
E)  message

Question 9

A video game specially made to advertise a product is known as _____.

Accepted Answer

A)  interactive advertising 
B)  advertising integration 
C)  advergaming 
D)  interactive gaming 
E)  in-game advertising 
A)  interactive advertising 
B)  advertising integration 
C)  advergaming 
D)  interactive gaming 
E)  in-game advertising

Question 10

One of the factors to be considered when evaluating the suitability of using a telephone sales force is the number and type of decision makers typically involved in purchasing a company's product.

Accepted Answer

A) True 
 B)False

Question 11

Which of the below is NOT one of the ways to enhance lifetime value?

Accepted Answer

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

Question 12

Research shows that users of yellow pages tend to be ____ years-old.

Accepted Answer

A)  15-to-19 
B)  19-to-25 
C)  25-to-49 
D)  30-to-49 
E)  40-to-49 
A)  15-to-19 
B)  19-to-25 
C)  25-to-49 
D)  30-to-49 
E)  40-to-49

Question 13

National advertisers place the majority of yellow-pages ads.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is an asset an up-to-date database provides a firm?

Accepted Answer

A)  ability to direct advertising efforts to those people who represent the best prospects for the company's products or services 
B)  offer varied messages to different groups of customers 
C)  create long-term relationships with customers 
D)  enhance advertising productivity 
E)  All of these are correct. 
A)  ability to direct advertising efforts to those people who represent the best prospects for the company's products or services 
B)  offer varied messages to different groups of customers 
C)  create long-term relationships with customers 
D)  enhance advertising productivity 
E)  All of these are correct.

Question 15

Which of the following is a disadvantage of brand placement in movies,TV programs,and other forms of entertainment?

Accepted Answer

A)  loss of control of how brands are positioned 
B)  difficulty of measuring effectiveness and ROI 
C)  increasing prices 
D)  decreasing prices 
E)  a, b, and c 
A)  loss of control of how brands are positioned 
B)  difficulty of measuring effectiveness and ROI 
C)  increasing prices 
D)  decreasing prices 
E)  a, b, and c

Question 16

Which of the following is NOT a factor accounting for the widespread use of direct mail by marketers?

Accepted Answer

A)  consumers have favorable attitudes 
B)  unparalleled targeting 
C)  reduced cost per thousand 
D)  rising cost of television advertising and audience fragmentation 
E)  measurable advertising results 
A)  consumers have favorable attitudes 
B)  unparalleled targeting 
C)  reduced cost per thousand 
D)  rising cost of television advertising and audience fragmentation 
E)  measurable advertising results

Question 17

Yellow pages,video games,and brand placement are examples of _____.

Accepted Answer

A)  direct advertising 
B)  indirect advertising 
C)  niche advertising 
D)  electronic advertising 
E)  stealth advertising 
A)  direct advertising 
B)  indirect advertising 
C)  niche advertising 
D)  electronic advertising 
E)  stealth advertising

Question 18

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie.

Accepted Answer

A first determinant is the amount of tim

Question 19

Who advertised on New York City garbage trucks and street sweepers?

Accepted Answer

A)  Dunkin' Donuts 
B)  Levi Strauss & Co. 
C)  Glad trash bags 
D)  Heineken 
E)  Coca-Cola 
A)  Dunkin' Donuts 
B)  Levi Strauss & Co. 
C)  Glad trash bags 
D)  Heineken 
E)  Coca-Cola

Question 20

On a cost per thousand (CPM)basis,the most expensive medium is ____.

Accepted Answer

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

Exam 15: Direct Marketing, CRM, and Other Media

Explain what is meant by it is "a lot better to talk to 20,000 prospects than two million suspects" in reference to direct mail advertising.

Research shows that users of yellow pages tend to have relatively low household incomes.

Which of the following is NOT a function direct mail can accomplish?

The yellow pages is an advertising medium that consumers turn to when they are seeking a product or service supplier and are prepared to make a purchase.

Compared to broadcast advertising,_____ does not deal with customers as a mass but rather creates individual relationships with each customer or prospective customer.

Direct-mail advertising refers to any advertising matter delivered by the postal service to the person whom the marketer wishes to influence.

Video games provide an excellent advertising medium for reaching millenials.

Companies' databases of customers often contain R-F-M data.The M stands for _____.

A video game specially made to advertise a product is known as _____.

One of the factors to be considered when evaluating the suitability of using a telephone sales force is the number and type of decision makers typically involved in purchasing a company's product.

Which of the below is NOT one of the ways to enhance lifetime value?

Research shows that users of yellow pages tend to be ____ years-old.

National advertisers place the majority of yellow-pages ads.

Which of the following is an asset an up-to-date database provides a firm?

Which of the following is a disadvantage of brand placement in movies,TV programs,and other forms of entertainment?

Which of the following is NOT a factor accounting for the widespread use of direct mail by marketers?

Yellow pages,video games,and brand placement are examples of _____.

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie.

Who advertised on New York City garbage trucks and street sweepers?

On a cost per thousand (CPM)basis,the most expensive medium is ____.

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

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