Question 1

Which of the following is the best marketing communication tool for relationship building?

Accepted Answer

A)  Infomercials 
B)  Word-of-mouth 
C)  Personal selling 
D)  Direct-response marketing 
E)  Interactive broadcast advertising 
A)  Infomercials 
B)  Word-of-mouth 
C)  Personal selling 
D)  Direct-response marketing 
E)  Interactive broadcast advertising C

Question 2

To increase the number of orders it receives from recipients of its direct-mail advertising,the maker of Redwood Playground Equipment encloses a special envelope that customers can use to mail their orders without paying postage.This special envelope is an example of a(n)_____ mail.

Accepted Answer

A)  sales letter 
B)  priority 
C)  business reply 
D)  second-class 
E)  brochure 
A)  sales letter 
B)  priority 
C)  business reply 
D)  second-class 
E)  brochure C

Question 3

What communications medium can be used for direct-response advertising?

Accepted Answer

Any medium can be used for direct-response advertising,but the most common in addition to direct mail,are catalogs,magazines,and TV.
Feedback: Advertising that asks the reader,viewer,or listener to provide feedback to the source is called direct-response advertising.

Question 4

Cardinal Hill makes redwood furniture for gardens.The company uses classified advertising to encourage potential customers to request its latest catalog.When these requests are received,the catalogs are sent and the prospects' names are entered into the company's database for possible sale of garden furniture.Cardinal Hill is using:

Accepted Answer

A)  mail-order advertising. 
B)  interactive advertising. 
C)  direct selling. 
D)  direct-mail advertising. 
E)  database marketing. 
A)  mail-order advertising. 
B)  interactive advertising. 
C)  direct selling. 
D)  direct-mail advertising. 
E)  database marketing.

Question 5

The customer lifetime value (LTV)model is based on historical and potential share of wallet business.

Accepted Answer

A) True 
 B)False

Question 6

Database marketers build and maintain a pool of data on current and prospective customers and other stakeholders and communicate with them using a variety of media from personal contact to direct mail to mass media.

Accepted Answer

A) True 
 B)False

Question 7

Consumer sales promotions are examples of push strategies.

Accepted Answer

A) True 
 B)False

Question 8

How do forward buying and diverting differ? How are they similar?

Accepted Answer

They are both types of trade deals.With

Question 9

Advertising that asks the reader,viewer,or listener to provide feedback straight to the sender is called:

Accepted Answer

A)  unduplicated marketing. 
B)  customized marketing. 
C)  direct-response advertising. 
D)  advocacy selling. 
E)  direct-sales advertising. 
A)  unduplicated marketing. 
B)  customized marketing. 
C)  direct-response advertising. 
D)  advocacy selling. 
E)  direct-sales advertising.

Question 10

What are the two types of strategies used by marketers to move their products through the distribution channel from the point of manufacture to the point of consumption?

Accepted Answer

Push and pull strategies are used by mar

Question 11

Today,Rome's newspaper was delivered in a plastic bag.Inside the plastic bag was a small pouch containing a sample of the new,more rugged Glad trash bags.What is this practice called?

Accepted Answer

Polybagging
Feedback: Polybagg

Question 12

Direct marketing expert Bob Stone recommends using the RFM formula to identify a company's best customers.The letters "RFM" are an acronym for:

Accepted Answer

A)  reposition, find, and monitor. 
B)  research, finance, and manipulate. 
C)  research, fund, and manage. 
D)  recency, frequency, and monetary. 
E)  reach, frequency, and marketability. 
A)  reposition, find, and monitor. 
B)  research, finance, and manipulate. 
C)  research, fund, and manage. 
D)  recency, frequency, and monetary. 
E)  reach, frequency, and marketability.

Question 13

Why is database marketing one of the fastest growing marketing methods?

Accepted Answer

Database marketing is one of the fastest

Question 14

Which of the following is the best example of direct-response print advertising?

Accepted Answer

A)  An advertorial. 
B)  A mailing from a travel agency that asks you to explain why your spouse deserves a dream vacation. 
C)  The opening Web page for ebates.com. 
D)  A magazine ad that asks you to call a toll-free number for more information. 
E)  An unsolicited e-mail that asks you to buy the services of a company that creates web pages. 
A)  An advertorial. 
B)  A mailing from a travel agency that asks you to explain why your spouse deserves a dream vacation. 
C)  The opening Web page for ebates.com. 
D)  A magazine ad that asks you to call a toll-free number for more information. 
E)  An unsolicited e-mail that asks you to buy the services of a company that creates web pages.

Question 15

The most common form of direct-mail advertising is the:

Accepted Answer

A)  statement stuffer. 
B)  brochure. 
C)  self-mailer. 
D)  broadside. 
E)  sales letter. 
A)  statement stuffer. 
B)  brochure. 
C)  self-mailer. 
D)  broadside. 
E)  sales letter.

Question 16

What is the greatest strength of personal selling?

Accepted Answer

A)  Its low cost. 
B)  Its historically positive reputation. 
C)  The fact that it is labor intensive. 
D)  Its personal nature. 
E)  The immediacy of the sale. 
A)  Its low cost. 
B)  Its historically positive reputation. 
C)  The fact that it is labor intensive. 
D)  Its personal nature. 
E)  The immediacy of the sale.

Question 17

What is a sweepstake?

Accepted Answer

A sweepstake offers prizes bas

Question 18

The publisher Zondervan ran ad for Refuel: The Complete New Testament for Guys in a magazine that is targeted at Christian athletes.What type of promotional strategy did Zondervan use?

Accepted Answer

A)  Parallel strategy 
B)  Push strategy 
C)  Cannibalization strategy 
D)  Pull strategy 
E)  Cohort strategy 
A)  Parallel strategy 
B)  Push strategy 
C)  Cannibalization strategy 
D)  Pull strategy 
E)  Cohort strategy

Question 19

Which form of sales promotion offers prizes based on an entrants' skill?

Accepted Answer

A contest offers prizes based

Question 20

_____ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer.

Accepted Answer

A)  Indirect selling 
B)  Event planning 
C)  Sales promotion 
D)  Public relations 
E)  Direct-response advertising 
A)  Indirect selling 
B)  Event planning 
C)  Sales promotion 
D)  Public relations 
E)  Direct-response advertising

Which of the following is the best marketing communication tool for relationship building?

To increase the number of orders it receives from recipients of its direct-mail advertising,the maker of Redwood Playground Equipment encloses a special envelope that customers can use to mail their orders without paying postage.This special envelope is an example of a(n)_____ mail.

What communications medium can be used for direct-response advertising?

The customer lifetime value (LTV)model is based on historical and potential share of wallet business.

Database marketers build and maintain a pool of data on current and prospective customers and other stakeholders and communicate with them using a variety of media from personal contact to direct mail to mass media.

Consumer sales promotions are examples of push strategies.

How do forward buying and diverting differ? How are they similar?

Advertising that asks the reader,viewer,or listener to provide feedback straight to the sender is called:

What are the two types of strategies used by marketers to move their products through the distribution channel from the point of manufacture to the point of consumption?

Today,Rome's newspaper was delivered in a plastic bag.Inside the plastic bag was a small pouch containing a sample of the new,more rugged Glad trash bags.What is this practice called?

Direct marketing expert Bob Stone recommends using the RFM formula to identify a company's best customers.The letters "RFM" are an acronym for:

Why is database marketing one of the fastest growing marketing methods?

Which of the following is the best example of direct-response print advertising?

The most common form of direct-mail advertising is the:

What is the greatest strength of personal selling?

What is a sweepstake?

The publisher Zondervan ran ad for Refuel: The Complete New Testament for Guys in a magazine that is targeted at Christian athletes.What type of promotional strategy did Zondervan use?

Which form of sales promotion offers prizes based on an entrants' skill?

_____ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Filters

Exam 17: Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Which of the following is the best marketing communication tool for relationship building?

To increase the number of orders it receives from recipients of its direct-mail advertising,the maker of Redwood Playground Equipment encloses a special envelope that customers can use to mail their orders without paying postage.This special envelope is an example of a(n)_____ mail.

What communications medium can be used for direct-response advertising?

The customer lifetime value (LTV)model is based on historical and potential share of wallet business.

Database marketers build and maintain a pool of data on current and prospective customers and other stakeholders and communicate with them using a variety of media from personal contact to direct mail to mass media.

Consumer sales promotions are examples of push strategies.

How do forward buying and diverting differ? How are they similar?

Advertising that asks the reader,viewer,or listener to provide feedback straight to the sender is called:

What are the two types of strategies used by marketers to move their products through the distribution channel from the point of manufacture to the point of consumption?

Today,Rome's newspaper was delivered in a plastic bag.Inside the plastic bag was a small pouch containing a sample of the new,more rugged Glad trash bags.What is this practice called?

Direct marketing expert Bob Stone recommends using the RFM formula to identify a company's best customers.The letters "RFM" are an acronym for:

Why is database marketing one of the fastest growing marketing methods?

Which of the following is the best example of direct-response print advertising?

The most common form of direct-mail advertising is the:

What is the greatest strength of personal selling?

What is a sweepstake?

The publisher Zondervan ran ad for Refuel: The Complete New Testament for Guys in a magazine that is targeted at Christian athletes.What type of promotional strategy did Zondervan use?

Which form of sales promotion offers prizes based on an entrants' skill?

_____ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Filters