Question 1

From the consumers' perspective,shopping by catalog saves time because people do not have to find parking spaces and deal with in-store crowds.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  frequency 
B)  familiarity 
C)  feedback 
D)  follow-up 
E)  functional 
A)  frequency 
B)  familiarity 
C)  feedback 
D)  follow-up 
E)  functional

Question 3

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

Accepted Answer

A)  retention rate 
B)  referral rate 
C)  registration 
D)  responsiveness 
E)  recency 
A)  retention rate 
B)  referral rate 
C)  registration 
D)  responsiveness 
E)  recency

Question 4

Letters,postcards,programs,calendars,folders,and catalogs are all examples of _____.

Accepted Answer

A)  indirect marketing 
B)  indirect advertising 
C)  direct-mail advertising 
D)  e-mail advertising 
E)  database marketing 
A)  indirect marketing 
B)  indirect advertising 
C)  direct-mail advertising 
D)  e-mail advertising 
E)  database marketing

Question 5

Explain why data mining is an important activity for marketers.

Accepted Answer

The goal of data mining is to discover h

Question 6

Inbound telephone marketing efforts are directed at selling products over the phone.

Accepted Answer

A) True 
 B)False

Question 7

The more essential face-to-face contact is,the more appropriate is outbound telemarketing.

Accepted Answer

A) True 
 B)False

Question 8

What company ran a forehead tattoo promotion in conjunction with the NCAA March Madness basketball tourney?

Accepted Answer

A)  Nike 
B)  Heineken 
C)  Geico 
D)  Dunkin' Donuts 
E)  None of these are correct. 
A)  Nike 
B)  Heineken 
C)  Geico 
D)  Dunkin' Donuts 
E)  None of these are correct.

Question 9

Only B2B marketers have increased their usage of direct-mail advertising.

Accepted Answer

A) True 
 B)False

Question 10

_____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form.

Accepted Answer

A)  Indirect 
B)  Mass 
C)  Personal 
D)  Direct 
E)  Focused 
A)  Indirect 
B)  Mass 
C)  Personal 
D)  Direct 
E)  Focused

Question 11

Define the concept of customer lifetime value,and describe five ways to enhance lifetime value.

Accepted Answer

Customer lifetime value is the net prese

Question 12

Charles wants to use an advertising medium that offers the capability to target a precisely defined group of people,the ability to determine exactly how effective the advertising effort is so that he can justify budget allocations to this medium,and offers the flexibility to meet changing circumstances.Charles should use _____.

Accepted Answer

A)  television 
B)  outdoor billboards 
C)  magazines 
D)  direct mail 
E)  brand placement 
A)  television 
B)  outdoor billboards 
C)  magazines 
D)  direct mail 
E)  brand placement

Question 13

It is claimed that video advertising is _____ than comparable print advertising in the form of brochures.

Accepted Answer

A)  more effective and less expensive 
B)  less effective and less expensive 
C)  more effective and more expensive 
D)  less effective and more expensive 
E)  None of these are correct. 
A)  more effective and less expensive 
B)  less effective and less expensive 
C)  more effective and more expensive 
D)  less effective and more expensive 
E)  None of these are correct.

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is a major problem with direct mail?

Accepted Answer

A)  intrusive and invasive of privacy 
B)  inefficient 
C)  lack of flexibility 
D)  inability to target a precisely defined group of people 
E)  lack of accountability 
A)  intrusive and invasive of privacy 
B)  inefficient 
C)  lack of flexibility 
D)  inability to target a precisely defined group of people 
E)  lack of accountability

Question 16

Brand placements have occurred in songs.

Accepted Answer

A) True 
 B)False

Question 17

What is a distinct feature of direct-response advertising?

Accepted Answer

A)  It makes a definite offer. 
B)  It contains all the information necessary for the prospect to make a decision. 
C)  It includes a response device 
D)  a and c only 
E)  a, b, and c 
A)  It makes a definite offer. 
B)  It contains all the information necessary for the prospect to make a decision. 
C)  It includes a response device 
D)  a and c only 
E)  a, b, and c

Question 18

Amy is playing "Need for Speed," which is a video game she plays on her Playstation 3 game console.During her races,she sees signage for various brands,such as McDonald's and other fast food restaurants.This is an example of _____.

Accepted Answer

A)  advergaming 
B)  video emerging advertising 
C)  in-game advertising 
D)  virtual signage 
E)  electronic signage 
A)  advergaming 
B)  video emerging advertising 
C)  in-game advertising 
D)  virtual signage 
E)  electronic signage

Question 19

For which reason listed below are consumers likely to use the yellow pages?

Accepted Answer

A)  save time spent shopping around for information 
B)  saving energy and money 
C)  learning about products and services 
D)  finding information quickly 
E)  All of these are correct. 
A)  save time spent shopping around for information 
B)  saving energy and money 
C)  learning about products and services 
D)  finding information quickly 
E)  All of these are correct.

Exam 15: Direct Marketing, CRM, and Other Media

From the consumers' perspective,shopping by catalog saves time because people do not have to find parking spaces and deal with in-store crowds.

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

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

Letters,postcards,programs,calendars,folders,and catalogs are all examples of _____.

Explain why data mining is an important activity for marketers.

Inbound telephone marketing efforts are directed at selling products over the phone.

The more essential face-to-face contact is,the more appropriate is outbound telemarketing.

What company ran a forehead tattoo promotion in conjunction with the NCAA March Madness basketball tourney?

Only B2B marketers have increased their usage of direct-mail advertising.

_____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form.

Define the concept of customer lifetime value,and describe five ways to enhance lifetime value.

It is claimed that video advertising is _____ than comparable print advertising in the form of brochures.

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

Which of the following is a major problem with direct mail?

Brand placements have occurred in songs.

What is a distinct feature of direct-response advertising?

Amy is playing "Need for Speed," which is a video game she plays on her Playstation 3 game console.During her races,she sees signage for various brands,such as McDonald's and other fast food restaurants.This is an example of _____.

For which reason listed below are consumers likely to use the yellow pages?

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