Question 1

Which of the following statements about direct marketing is true?

Accepted Answer

A)  Direct marketing is not a measurable system of marketing. 
B)  Direct marketing is static. 
C)  Direct marketing is often called reminder advertising. 
D)  Direct marketing does not typically produce feedback. 
E)  Direct marketing is interactive. 
A)  Direct marketing is not a measurable system of marketing. 
B)  Direct marketing is static. 
C)  Direct marketing is often called reminder advertising. 
D)  Direct marketing does not typically produce feedback. 
E)  Direct marketing is interactive.

Question 2

List three factors that make sales promotions a unique communication form.

Accepted Answer

(1)Sales promotions can be used anywhere

Question 3

Advertising that asks the reader,viewer,or listener to provide feedback to the source is called direct-response advertising.

Accepted Answer

A) True 
 B)False

Question 4

Automakers began rewarding dealers with financial incentives long before dealership customers started getting them,too.Recipients are employees of multi-franchise dealerships.Automakers offer these salespeople _____ to get them to pitch their brand of vehicles over a competitor's product sold at the same store.

Accepted Answer

A)  direct promotions 
B)  instant rebates 
C)  spiffs 
D)  supplementary promotions 
E)  FSIs 
A)  direct promotions 
B)  instant rebates 
C)  spiffs 
D)  supplementary promotions 
E)  FSIs

Question 5

Direct marketing is a measurable system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location,with this activity stored in a database.

Accepted Answer

A) True 
 B)False

Question 6

Barton Beers invited its retailers to celebrate "Fiestas Patrias," a traditional Mexican holiday that celebrates the country's independence from Spain.The marketing vice president for Barton announced that the company has developed posters,displays,and banners for retailers to use during the celebration period.The purpose of this _____ is to encourage Mexican customers to buy Barton beer.

Accepted Answer

A)  viral marketing 
B)  direct marketing activity 
C)  sales promotion 
D)  publicity 
E)  advertorial 
A)  viral marketing 
B)  direct marketing activity 
C)  sales promotion 
D)  publicity 
E)  advertorial

Question 7

One of the drawbacks to direct marketing is the fact that such efforts must often stand on their own without the content support of the media that advertising offers.

Accepted Answer

A) True 
 B)False

Question 8

What are the two processes used when working with a marketing database?

Accepted Answer

The two processes used when working with

Question 9

Spiffs are allowances paid to retailers for handling manufacturer point-of-purchase displays.

Accepted Answer

A) True 
 B)False

Question 10

Rather than ultimately building a new power plant,which costs hundreds of millions of dollars,a TX-based energy company is offering customers a rebate of up to $15,000 to install home solar energy systems.This would be an example of a _____ strategy.

Accepted Answer

A)  push 
B)  pull 
C)  parallel 
D)  cohort 
E)  channel 
A)  push 
B)  pull 
C)  parallel 
D)  cohort 
E)  channel

Question 11

Marketers sometimes use _____ is used as a push tactic.

Accepted Answer

A)  trade advertising 
B)  diverting promotion. 
C)  promotional inducement 
D)  cartels 
E)  price discounts 
A)  trade advertising 
B)  diverting promotion. 
C)  promotional inducement 
D)  cartels 
E)  price discounts

Question 12

Data management is the process of gathering,consolidating,updating,and enhancing the information about customers and prospects that resides in the database.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements about the importance of direct marketing to integrated marketing communications is true?

Accepted Answer

A)  People enjoy thinking of themselves as part of a giant database. 
B)  Direct marketing's growth is closely related to the growth of mass-market audiences. 
C)  By providing a tangible response, direct marketing offers accountability. 
D)  Direct marketing's universality prohibits a direct marketing campaign from being kept secret from the competition. 
E)  Direct marketing campaigns will not be successful if aimed at time-sensitive consumers. 
A)  People enjoy thinking of themselves as part of a giant database. 
B)  Direct marketing's growth is closely related to the growth of mass-market audiences. 
C)  By providing a tangible response, direct marketing offers accountability. 
D)  Direct marketing's universality prohibits a direct marketing campaign from being kept secret from the competition. 
E)  Direct marketing campaigns will not be successful if aimed at time-sensitive consumers.

Question 14

A marketer can reduce the cost of personal selling by:

Accepted Answer

A)  eliminating the need for database management. 
B)  communicating relevant information about the company and its product before the sales call. 
C)  providing proof that what the salesperson says is true. 
D)  reminding the prospect to close the sale. 
E)  avoiding the use of trial closes that may delay the actual sale. 
A)  eliminating the need for database management. 
B)  communicating relevant information about the company and its product before the sales call. 
C)  providing proof that what the salesperson says is true. 
D)  reminding the prospect to close the sale. 
E)  avoiding the use of trial closes that may delay the actual sale.

Question 15

Personal selling incorporates all three legs of the IMC triangle because what the salesperson does will either confirm or contradict the company's other messages.

Accepted Answer

A) True 
 B)False

Question 16

Three types of data that are typically available for purchase by companies are:

Accepted Answer

A)  geographic, demographics, and financial. 
B)  inquiries, sales, and returns. 
C)  primary research, secondary research, and tangential research. 
D)  demographics, lifestyle, and behavioristics. 
E)  feedback, decoding, and noise responsiveness. 
A)  geographic, demographics, and financial. 
B)  inquiries, sales, and returns. 
C)  primary research, secondary research, and tangential research. 
D)  demographics, lifestyle, and behavioristics. 
E)  feedback, decoding, and noise responsiveness.

Question 17

Because the commercial for Bowflex exercise equipment asked readers to phone for a CD on how the exercise system could help them strengthen their muscles,the promotional message would be characterized as direct-response advertising.

Accepted Answer

A) True 
 B)False

Question 18

_____ is a measurable system of marketing that uses one of more advertising media to effect a measurable response and/or transaction at any location,with this activity stored in a database.

Accepted Answer

A)  Mass advertising 
B)  Direct marketing 
C)  Sales promotion 
D)  Direct selling 
E)  Personal selling 
A)  Mass advertising 
B)  Direct marketing 
C)  Sales promotion 
D)  Direct selling 
E)  Personal selling

Question 19

All direct marketers must make two basic strategy decisions.The first is the extent to which they will use direct sales.The second is:

Accepted Answer

A)  when they will require the marketing to become interactive. 
B)  when they will need feedback. 
C)  the extent to which they will use direct-response advertising. 
D)  the extent to which they will rely on sales promotion. 
E)  when they will look to publicity to further their promotional effort. 
A)  when they will require the marketing to become interactive. 
B)  when they will need feedback. 
C)  the extent to which they will use direct-response advertising. 
D)  the extent to which they will rely on sales promotion. 
E)  when they will look to publicity to further their promotional effort.

Question 20

While the boom in telecommunications and computer technology is spurring the growth of direct marketing in the United States,it has not had the same effect worldwide.

Accepted Answer

A) True 
 B)False

Which of the following statements about direct marketing is true?

List three factors that make sales promotions a unique communication form.

Advertising that asks the reader,viewer,or listener to provide feedback to the source is called direct-response advertising.

Direct marketing is a measurable system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location,with this activity stored in a database.

One of the drawbacks to direct marketing is the fact that such efforts must often stand on their own without the content support of the media that advertising offers.

What are the two processes used when working with a marketing database?

Spiffs are allowances paid to retailers for handling manufacturer point-of-purchase displays.

Rather than ultimately building a new power plant,which costs hundreds of millions of dollars,a TX-based energy company is offering customers a rebate of up to $15,000 to install home solar energy systems.This would be an example of a _____ strategy.

Marketers sometimes use _____ is used as a push tactic.

Data management is the process of gathering,consolidating,updating,and enhancing the information about customers and prospects that resides in the database.

Which of the following statements about the importance of direct marketing to integrated marketing communications is true?

A marketer can reduce the cost of personal selling by:

Personal selling incorporates all three legs of the IMC triangle because what the salesperson does will either confirm or contradict the company's other messages.

Three types of data that are typically available for purchase by companies are:

Because the commercial for Bowflex exercise equipment asked readers to phone for a CD on how the exercise system could help them strengthen their muscles,the promotional message would be characterized as direct-response advertising.

_____ is a measurable system of marketing that uses one of more advertising media to effect a measurable response and/or transaction at any location,with this activity stored in a database.

All direct marketers must make two basic strategy decisions.The first is the extent to which they will use direct sales.The second is:

While the boom in telecommunications and computer technology is spurring the growth of direct marketing in the United States,it has not had the same effect worldwide.

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 statements about direct marketing is true?

List three factors that make sales promotions a unique communication form.

Advertising that asks the reader,viewer,or listener to provide feedback to the source is called direct-response advertising.

Direct marketing is a measurable system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location,with this activity stored in a database.

One of the drawbacks to direct marketing is the fact that such efforts must often stand on their own without the content support of the media that advertising offers.

What are the two processes used when working with a marketing database?

Spiffs are allowances paid to retailers for handling manufacturer point-of-purchase displays.

Rather than ultimately building a new power plant,which costs hundreds of millions of dollars,a TX-based energy company is offering customers a rebate of up to $15,000 to install home solar energy systems.This would be an example of a _____ strategy.

Marketers sometimes use _____ is used as a push tactic.

Data management is the process of gathering,consolidating,updating,and enhancing the information about customers and prospects that resides in the database.

Which of the following statements about the importance of direct marketing to integrated marketing communications is true?

A marketer can reduce the cost of personal selling by:

Personal selling incorporates all three legs of the IMC triangle because what the salesperson does will either confirm or contradict the company's other messages.

Three types of data that are typically available for purchase by companies are:

Because the commercial for Bowflex exercise equipment asked readers to phone for a CD on how the exercise system could help them strengthen their muscles,the promotional message would be characterized as direct-response advertising.

_____ is a measurable system of marketing that uses one of more advertising media to effect a measurable response and/or transaction at any location,with this activity stored in a database.

All direct marketers must make two basic strategy decisions.The first is the extent to which they will use direct sales.The second is:

While the boom in telecommunications and computer technology is spurring the growth of direct marketing in the United States,it has not had the same effect worldwide.

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