Question 1

Perhaps the major problem with direct mail is that many people consider it excessively intrusive and invasive of privacy.

Accepted Answer

A) True 
 B)False

Question 2

The net present value of the profit that a company stands to realize on the average new customer during a given number of years is known as _____.

Accepted Answer

A)  brand equity 
B)  customer equity 
C)  customer lifetime value 
D)  marginal customer analysis 
E)  customer profitability 
A)  brand equity 
B)  customer equity 
C)  customer lifetime value 
D)  marginal customer analysis 
E)  customer profitability

Question 3

From a database perspective,each present or prospective customer is viewed as not just an address but rather as a long-term asset.

Accepted Answer

A) True 
 B)False

Question 4

Efficiency is a distinctive feature of direct mail.

Accepted Answer

A) True 
 B)False

Question 5

In lifetime value analysis,taking the reciprocal of the discount rate and multiplying the gross profit by the reciprocal will give one the _____.

Accepted Answer

A)  cumulative NPV profit 
B)  NPV profit 
C)  discount rate 
D)  total costs 
E)  net profit 
A)  cumulative NPV profit 
B)  NPV profit 
C)  discount rate 
D)  total costs 
E)  net profit

Question 6

Customer lifetime value refers to all product category purchases that an individual will make during his or her lifetime.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

An up-to-date database can offer varied messages to different groups of customers.

Accepted Answer

A) True 
 B)False

Question 9

Telemarketing uses outbound calls from salespeople for what purpose?

Accepted Answer

A)  to open new accounts 
B)  to qualify advertising leads 
C)  to service existing business 
D)  All of these are correct. 
E)  None of these are correct. 
A)  to open new accounts 
B)  to qualify advertising leads 
C)  to service existing business 
D)  All of these are correct. 
E)  None of these are correct.

Question 10

From the consumer's perspective,which of the following is NOT an advantage of shopping by catalog?

Accepted Answer

A)  It saves time because people do not have to find parking spaces and deal with in-store crowds. 
B)  Catalog buying appeals to consumers who are fearful of shopping due to concerns about crime. 
C)  Catalogs allow people the convenience of making purchase decisions at their leisure and away from the pressure of a retail store 
D)  The availability of toll-free numbers and online websites, credit-card purchasing, and liberal return policies make it easy for people to order from catalogs. 
E)  All of these are advantages. 
A)  It saves time because people do not have to find parking spaces and deal with in-store crowds. 
B)  Catalog buying appeals to consumers who are fearful of shopping due to concerns about crime. 
C)  Catalogs allow people the convenience of making purchase decisions at their leisure and away from the pressure of a retail store 
D)  The availability of toll-free numbers and online websites, credit-card purchasing, and liberal return policies make it easy for people to order from catalogs. 
E)  All of these are advantages.

Question 11

An up-to-date database provides firms with a number of assets,including the ability to calculate the lifetime value of a product.

Accepted Answer

A) True 
 B)False

Question 12

One advantage of brand placements is that they are generally less intrusive than advertisements and thus less likely to be avoided.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is an advantage of brand placements in movies,TV programs,and elsewhere?

Accepted Answer

A)  more intrusive than advertisements 
B)  less likely to be summarily rejected as just another persuasive attempt 
C)  lack of clutter 
D)  complete control over placements 
E)  measurability 
A)  more intrusive than advertisements 
B)  less likely to be summarily rejected as just another persuasive attempt 
C)  lack of clutter 
D)  complete control over placements 
E)  measurability

Question 14

The goal of _____ is to discover hidden facts contained in databases.

Accepted Answer

A)  data mining 
B)  data warehousing 
C)  data definition 
D)  data discovery 
E)  data manufacturing 
A)  data mining 
B)  data warehousing 
C)  data definition 
D)  data discovery 
E)  data manufacturing

Question 15

Product placements in movies date back to the 1940s,yet the frequency of occurrence is greater now than ever.

Accepted Answer

A) True 
 B)False

Question 16

Assume someone who owns seven department stores has hired you as her consultant.Explain how she would benefit by implementing database marketing.

Accepted Answer

An up-to-date database provides firms wi

Question 17

In what type of alternative advertising medium can a message of 25 to 30 letters cost between $25,000 and $30,000?

Accepted Answer

A)  restroom space 
B)  human body 
C)  fruit labels 
D)  skywriting 
E)  street sweepers 
A)  restroom space 
B)  human body 
C)  fruit labels 
D)  skywriting 
E)  street sweepers

Question 18

What factor should be considered when evaluating the suitability of introducing a telephone sales force?

Accepted Answer

A)  geographical concentration 
B)  customer decision criteria 
C)  nature of the purchase 
D)  status of the major decision maker 
E)  All of these are correct. 
A)  geographical concentration 
B)  customer decision criteria 
C)  nature of the purchase 
D)  status of the major decision maker 
E)  All of these are correct.

Question 19

Mediamark has developed a service to measure video game audiences.

Accepted Answer

A) True 
 B)False

Question 20

One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.

Accepted Answer

A) True 
 B)False

Exam 15: Direct Marketing, CRM, and Other Media

Perhaps the major problem with direct mail is that many people consider it excessively intrusive and invasive of privacy.

The net present value of the profit that a company stands to realize on the average new customer during a given number of years is known as _____.

From a database perspective,each present or prospective customer is viewed as not just an address but rather as a long-term asset.

Efficiency is a distinctive feature of direct mail.

In lifetime value analysis,taking the reciprocal of the discount rate and multiplying the gross profit by the reciprocal will give one the _____.

Customer lifetime value refers to all product category purchases that an individual will make during his or her lifetime.

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

An up-to-date database can offer varied messages to different groups of customers.

Telemarketing uses outbound calls from salespeople for what purpose?

From the consumer's perspective,which of the following is NOT an advantage of shopping by catalog?

An up-to-date database provides firms with a number of assets,including the ability to calculate the lifetime value of a product.

One advantage of brand placements is that they are generally less intrusive than advertisements and thus less likely to be avoided.

Which of the following is an advantage of brand placements in movies,TV programs,and elsewhere?

The goal of _____ is to discover hidden facts contained in databases.

Product placements in movies date back to the 1940s,yet the frequency of occurrence is greater now than ever.

Assume someone who owns seven department stores has hired you as her consultant.Explain how she would benefit by implementing database marketing.

In what type of alternative advertising medium can a message of 25 to 30 letters cost between $25,000 and $30,000?

What factor should be considered when evaluating the suitability of introducing a telephone sales force?

Mediamark has developed a service to measure video game audiences.

One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.

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