Question 1

What factors have turned marketers to the widespread use of direct mail advertising?

Accepted Answer

At least four factors account for the wi

Question 2

Efficiency is a distinctive feature of direct mail.

Accepted Answer

A) True 
 B)False

Question 3

The _____ rate is a critical component of net present value analysis.

Accepted Answer

A)  turnover 
B)  annual percentage 
C)  referral 
D)  discount 
E)  actuary 
A)  turnover 
B)  annual percentage 
C)  referral 
D)  discount 
E)  actuary

Question 4

Conor needs to purchase a new refrigerator.He wants to purchase a General Electric refrigerator,but he doesn't know which retail stores carry the brand and model he is interested in purchasing.Which medium should he turn to find a retailer that sells this brand of refrigerator?

Accepted Answer

A)  television 
B)  yellow pages 
C)  radio 
D)  brand placement 
E)  magazines 
A)  television 
B)  yellow pages 
C)  radio 
D)  brand placement 
E)  magazines

Question 5

Which of the following is NOT a distinctive feature of direct mail?

Accepted Answer

A)  targetability 
B)  measurability 
C)  accountability 
D)  flexibility 
E)  expandability 
A)  targetability 
B)  measurability 
C)  accountability 
D)  flexibility 
E)  expandability

Question 6

On a cost per thousand basis,direct mail is less expensive than other media.

Accepted Answer

A) True 
 B)False

Question 7

The yellow pages is an advertising medium that consumers turn to when they are seeking a product or service supplier and are prepared to make a purchase.

Accepted Answer

A) True 
 B)False

Question 8

Research shows that users of yellow pages tend to have relatively low household incomes.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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 11

The substantial increase in brand placements on TV has been concurrent with the growth of _____ television programming.

Accepted Answer

A)  infomercial 
B)  cable 
C)  reality 
D)  crime-drama 
E)  sitcom 
A)  infomercial 
B)  cable 
C)  reality 
D)  crime-drama 
E)  sitcom

Question 12

Which of the following is a reason for the subsiding growth rate of catalog marketing?

Accepted Answer

A)  novelty of catalog scanning has worn off 
B)  increasing costs 
C)  consumer dissatisfaction 
D)  There are two reasons: increasing cost and the novelty of catalog scanning has worn off. 
E)  All of these are correct. 
A)  novelty of catalog scanning has worn off 
B)  increasing costs 
C)  consumer dissatisfaction 
D)  There are two reasons: increasing cost and the novelty of catalog scanning has worn off. 
E)  All of these are correct.

Question 13

A key feature of database marketing is that each present or prospective customer is viewed as not just an address,but rather as a(n)____.

Accepted Answer

A)  long-term asset 
B)  short-term asset 
C)  declining asset 
D)  unpredictable asset 
E)  number 
A)  long-term asset 
B)  short-term asset 
C)  declining asset 
D)  unpredictable asset 
E)  number

Question 14

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie.

Accepted Answer

A first determinant is the amount of tim

Question 15

Direct advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of print materials or in a digital/electronic form such as DVDs and CD-ROMs.

Accepted Answer

A) True 
 B)False

Question 16

Weblogs are a form of advertising that involves producing short films that feature the advertised brand and are available on the Internet for free viewing.

Accepted Answer

A) True 
 B)False

Question 17

Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is an asset an up-to-date database provides a firm?

Accepted Answer

A)  ability to direct advertising efforts to those people who represent the best prospects for the company's products or services 
B)  offer varied messages to different groups of customers 
C)  create long-term relationships with customers 
D)  enhance advertising productivity 
E)  All of these are correct. 
A)  ability to direct advertising efforts to those people who represent the best prospects for the company's products or services 
B)  offer varied messages to different groups of customers 
C)  create long-term relationships with customers 
D)  enhance advertising productivity 
E)  All of these are correct.

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a function direct mail can accomplish?

Accepted Answer

A)  build traffic at a specific retailer or website 
B)  generate leads for a sales force 
C)  communicate with individuals in a relatively private manner 
D)  sell products and services to new customers 
E)  All of these are correct. 
A)  build traffic at a specific retailer or website 
B)  generate leads for a sales force 
C)  communicate with individuals in a relatively private manner 
D)  sell products and services to new customers 
E)  All of these are correct.

Exam 15: Direct Marketing and Other Media

What factors have turned marketers to the widespread use of direct mail advertising?

Efficiency is a distinctive feature of direct mail.

The _____ rate is a critical component of net present value analysis.

Conor needs to purchase a new refrigerator.He wants to purchase a General Electric refrigerator,but he doesn't know which retail stores carry the brand and model he is interested in purchasing.Which medium should he turn to find a retailer that sells this brand of refrigerator?

Which of the following is NOT a distinctive feature of direct mail?

On a cost per thousand basis,direct mail is less expensive than other media.

The yellow pages is an advertising medium that consumers turn to when they are seeking a product or service supplier and are prepared to make a purchase.

Research shows that users of yellow pages tend to have relatively low household incomes.

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

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

The substantial increase in brand placements on TV has been concurrent with the growth of _____ television programming.

Which of the following is a reason for the subsiding growth rate of catalog marketing?

A key feature of database marketing is that each present or prospective customer is viewed as not just an address,but rather as a(n)____.

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie.

Direct advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of print materials or in a digital/electronic form such as DVDs and CD-ROMs.

Weblogs are a form of advertising that involves producing short films that feature the advertised brand and are available on the Internet for free viewing.

Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision.

Which of the following is an asset an up-to-date database provides a firm?

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

Which of the following is a function direct mail can accomplish?

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters