Question 1

Which of the following is a type of direct-mail format?

Accepted Answer

A)  Premiums 
B)  Broadsides 
C)  Samples 
D)  Spiffs 
E)  Rebates 
A)  Premiums 
B)  Broadsides 
C)  Samples 
D)  Spiffs 
E)  Rebates

Question 2

While advertising helps build market volume,sales promotion helps build long-term market value.

Accepted Answer

A) True 
 B)False

Question 3

Forever Young,a brand of cosmetics,places print ads in fashion magazines.Through these ads,the company asks customers to get in touch with company representatives to provide feedback on the quality of their products.This strategy helps the company understand customer needs and implement innovative changes.In this example,Forever Young is using:

Accepted Answer

A)  direct-response advertising. 
B)  a trade promotion. 
C)  a trade deal. 
D)  in-store sampling. 
E)  a diverting strategy. 
A)  direct-response advertising. 
B)  a trade promotion. 
C)  a trade deal. 
D)  in-store sampling. 
E)  a diverting strategy.

Question 4

Which of the following statements about direct marketing is true?

Accepted Answer

A)  Its main advantage is that it is unaccountable. 
B)  It is static in nature. 
C)  It is restricted to direct mails. 
D)  It involves a measurable response. 
E)  It is non-interactive in nature. 
A)  Its main advantage is that it is unaccountable. 
B)  It is static in nature. 
C)  It is restricted to direct mails. 
D)  It involves a measurable response. 
E)  It is non-interactive in nature.

Question 5

Which of the following are delivered to customers through freestanding inserts?

Accepted Answer

A)  P-O-P materials 
B)  Spiffs 
C)  Coupons 
D)  In-store samples 
E)  Kiosks 
A)  P-O-P materials 
B)  Spiffs 
C)  Coupons 
D)  In-store samples 
E)  Kiosks

Question 6

Which of the following is a reason why an advertiser would decide against using direct marketing?

Accepted Answer

A)  It does not allow advertisers to determine the cost per response. 
B)  It is the least effective way of developing a good database. 
C)  It does not offer convenience to time-sensitive consumers like mass media does. 
D)  It does not help advertisers in judging the effectiveness of the medium they are using. 
E)  It is more costly than mass media to build an image for a product. 
A)  It does not allow advertisers to determine the cost per response. 
B)  It is the least effective way of developing a good database. 
C)  It does not offer convenience to time-sensitive consumers like mass media does. 
D)  It does not help advertisers in judging the effectiveness of the medium they are using. 
E)  It is more costly than mass media to build an image for a product.

Question 7

Why is database marketing a widely adopted marketing method?

Accepted Answer

Database marketing is a widely

Question 8

Which of the following is an advantage of using sales promotions?

Accepted Answer

A)  It is an inexpensive medium of publicizing a brand. 
B)  It maximizes sales volume by adding immediate value. 
C)  It needs to rely on over aggressive methods in order to close a sale. 
D)  It reduces a product's movement from producer to consumer. 
E)  It is designed effectively to maintain the timing of a purchase. 
A)  It is an inexpensive medium of publicizing a brand. 
B)  It maximizes sales volume by adding immediate value. 
C)  It needs to rely on over aggressive methods in order to close a sale. 
D)  It reduces a product's movement from producer to consumer. 
E)  It is designed effectively to maintain the timing of a purchase.

Question 9

_____ is one of the three basic costs of direct mail.

Accepted Answer

A)  Manpower used in providing tele-services to customers 
B)  Creative production expenses 
C)  Transportation costs of door-to-door sales representatives 
D)  Costs of recruitment of new distributors 
E)  Telephonic expenses 
A)  Manpower used in providing tele-services to customers 
B)  Creative production expenses 
C)  Transportation costs of door-to-door sales representatives 
D)  Costs of recruitment of new distributors 
E)  Telephonic expenses

Question 10

A contest offers prizes based on a chance drawing of entrants' names.

Accepted Answer

A) True 
 B)False

Question 11

Sierra Miller Inc.is a travel company that sells whitewater rafting and kayaking travel packages.The company has a telemarketing team which regularly gathers information about travel needs from potential customers.This information is entered into the company's electronic system to help segment customer groups based on their needs and requirements.Sierra Miller is using:

Accepted Answer

A)  direct selling. 
B)  database marketing. 
C)  sampling. 
D)  forward buying. 
E)  cooperative advertising. 
A)  direct selling. 
B)  database marketing. 
C)  sampling. 
D)  forward buying. 
E)  cooperative advertising.

Question 12

A continuity premium is given weekly to customers who frequent the same store.

Accepted Answer

A) True 
 B)False

Question 13

A disadvantage of sales promotion is that:

Accepted Answer

A)  it does not add immediate value to a brand. 
B)  it does not help in building market value. 
C)  it can draw competitors into a price war if overly aggressive sales promotions are used. 
D)  it cannot be used by manufacturers and wholesalers in the marketing channel. 
E)  it is less effective than advertising in motivating customers to switch to a new brand. 
A)  it does not add immediate value to a brand. 
B)  it does not help in building market value. 
C)  it can draw competitors into a price war if overly aggressive sales promotions are used. 
D)  it cannot be used by manufacturers and wholesalers in the marketing channel. 
E)  it is less effective than advertising in motivating customers to switch to a new brand.

Question 14

Letter shops stuff and seal envelopes,affix labels,and calculate postage on a cost-per-thousand basis.

Accepted Answer

A) True 
 B)False

Question 15

By providing a tangible response,direct marketing offers accountability.Explain.

Accepted Answer

With the help of direct marketing,market

Question 16

_____ are any form of direct mail that can travel without an envelope.

Accepted Answer

A)  Statement stuffers 
B)  Folders 
C)  Sales letters 
D)  Self-mailers 
E)  Brochures 
A)  Statement stuffers 
B)  Folders 
C)  Sales letters 
D)  Self-mailers 
E)  Brochures

Question 17

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

Accepted Answer

A)  broadsides, brochures, and catalogs. 
B)  inquiries, sales, and returns. 
C)  primary, secondary, and tertiary. 
D)  demographics, lifestyle, and behavioristics. 
E)  direct, indirect, and systematic. 
A)  broadsides, brochures, and catalogs. 
B)  inquiries, sales, and returns. 
C)  primary, secondary, and tertiary. 
D)  demographics, lifestyle, and behavioristics. 
E)  direct, indirect, and systematic.

Question 18

_____ is the best marketing communication tool for relationship building.

Accepted Answer

A)  Infomercials 
B)  Print advertising 
C)  Direct mailing 
D)  Telemarketing 
E)  Personal selling 
A)  Infomercials 
B)  Print advertising 
C)  Direct mailing 
D)  Telemarketing 
E)  Personal selling

Question 19

Direct marketing is the best way to develop a good database.

Accepted Answer

A) True 
 B)False

Question 20

Soles,a brand of footwear,has recently opened its store in London.The company uses attractive window displays and wall racks to showcase its products in an appealing way to customers.What strategy is Soles using?

Accepted Answer

A)  Diverting strategy 
B)  Co-op advertising strategy 
C)  Spiff strategy 
D)  Pull strategy 
E)  Forward buying strategy 
A)  Diverting strategy 
B)  Co-op advertising strategy 
C)  Spiff strategy 
D)  Pull strategy 
E)  Forward buying strategy

Which of the following is a type of direct-mail format?

While advertising helps build market volume,sales promotion helps build long-term market value.

Which of the following statements about direct marketing is true?

Which of the following are delivered to customers through freestanding inserts?

Which of the following is a reason why an advertiser would decide against using direct marketing?

Why is database marketing a widely adopted marketing method?

Which of the following is an advantage of using sales promotions?

_____ is one of the three basic costs of direct mail.

A contest offers prizes based on a chance drawing of entrants' names.

A continuity premium is given weekly to customers who frequent the same store.

A disadvantage of sales promotion is that:

Letter shops stuff and seal envelopes,affix labels,and calculate postage on a cost-per-thousand basis.

By providing a tangible response,direct marketing offers accountability.Explain.

_____ are any form of direct mail that can travel without an envelope.

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

_____ is the best marketing communication tool for relationship building.

Direct marketing is the best way to develop a good database.

Soles,a brand of footwear,has recently opened its store in London.The company uses attractive window displays and wall racks to showcase its products in an appealing way to customers.What strategy is Soles using?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Filters

Exam 18: Relationship Building

Which of the following is a type of direct-mail format?

While advertising helps build market volume,sales promotion helps build long-term market value.

Which of the following statements about direct marketing is true?

Which of the following are delivered to customers through freestanding inserts?

Which of the following is a reason why an advertiser would decide against using direct marketing?

Why is database marketing a widely adopted marketing method?

Which of the following is an advantage of using sales promotions?

_____ is one of the three basic costs of direct mail.

A contest offers prizes based on a chance drawing of entrants' names.

A continuity premium is given weekly to customers who frequent the same store.

A disadvantage of sales promotion is that:

Letter shops stuff and seal envelopes,affix labels,and calculate postage on a cost-per-thousand basis.

By providing a tangible response,direct marketing offers accountability.Explain.

_____ are any form of direct mail that can travel without an envelope.

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

_____ is the best marketing communication tool for relationship building.

Direct marketing is the best way to develop a good database.

Soles,a brand of footwear,has recently opened its store in London.The company uses attractive window displays and wall racks to showcase its products in an appealing way to customers.What strategy is Soles using?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Filters