Question 1

With effective database marketing a firm may be able to alter the channel of distribution via direct marketing efforts,and hence _____.

Accepted Answer

A)  cut direct costs 
B)  reduce marcom costs 
C)  increase retention rate 
D)  enhance average purchase volume per customer 
E)  increase the referral rate 
A)  cut direct costs 
B)  reduce marcom costs 
C)  increase retention rate 
D)  enhance average purchase volume per customer 
E)  increase the referral rate

Question 2

Companies are increasingly using the audio-visual medium (i.e.,videotapes,CD-ROMs,or DVDs)to present customers with detailed product information.

Accepted Answer

A) True 
 B)False

Question 3

The net present value of the profit that a company stands to realize on the average new customer during a given number of years is known as _____.

Accepted Answer

A)  brand equity 
B)  customer equity 
C)  customer lifetime value 
D)  marginal customer analysis 
E)  customer profitability 
A)  brand equity 
B)  customer equity 
C)  customer lifetime value 
D)  marginal customer analysis 
E)  customer profitability

Question 4

One research study found that cataloging is highly effective because _____.

Accepted Answer

A)  sales to catalog recipients are over 150 percent greater on average compared to consumers not receiving a catalog 
B)  catalog recipients buy more items on average and spend more money than do non-recipients 
C)  more than two-thirds of catalog recipients visit the catalog company's website 
D)  a and b only 
E)  a, b, and c 
A)  sales to catalog recipients are over 150 percent greater on average compared to consumers not receiving a catalog 
B)  catalog recipients buy more items on average and spend more money than do non-recipients 
C)  more than two-thirds of catalog recipients visit the catalog company's website 
D)  a and b only 
E)  a, b, and c

Question 5

Advertising that appears as part of a video game is known as _____.

Accepted Answer

A)  interactive advertising 
B)  advertising integration 
C)  adver-gaming 
D)  interactive gaming 
E)  electronic advertising 
A)  interactive advertising 
B)  advertising integration 
C)  adver-gaming 
D)  interactive gaming 
E)  electronic advertising

Question 6

Videogames provide an excellent advertising medium for reaching young males.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Compared to other age groups,_____ year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films.

Accepted Answer

A)  10-to-16 
B)  16-to-24 
C)  25-to-34 
D)  35-to-54 
E)  55-to-65 
A)  10-to-16 
B)  16-to-24 
C)  25-to-34 
D)  35-to-54 
E)  55-to-65

Question 9

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 10

Research shows that users of yellow pages tend to be ____ years-old.

Accepted Answer

A)  15-to-19 
B)  19-to-25 
C)  25-to-49 
D)  30-to-49 
E)  40-to-49 
A)  15-to-19 
B)  19-to-25 
C)  25-to-49 
D)  30-to-49 
E)  40-to-49

Question 11

Which of the following is an advantage of brand placements in movies,TV programs,and elsewhere?

Accepted Answer

A)  more intrusive than advertisements 
B)  less likely to be summarily rejected as just another persuasive attempt 
C)  lack of clutter 
D)  complete control over placements 
E)  measurability 
A)  more intrusive than advertisements 
B)  less likely to be summarily rejected as just another persuasive attempt 
C)  lack of clutter 
D)  complete control over placements 
E)  measurability

Question 12

An up-to-date database provides firms with a number of assets,including the ability to calculate the lifetime value of a product.

Accepted Answer

A) True 
 B)False

Question 13

Although unverified in a scientific sense,it stands to reason that video advertising is potentially more entertaining than comparable print advertising and thus more effective in gaining attention and influencing _____ of an advertising message.

Accepted Answer

A)  measurability 
B)  transferability 
C)  memorability 
D)  predictability. 
E)  durability 
A)  measurability 
B)  transferability 
C)  memorability 
D)  predictability. 
E)  durability

Question 14

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 15

A distinguishing feature of yellow page advertising is that there are _____.

Accepted Answer

A)  clear-cut limits on possible creative executions 
B)  limitless possible creative executions 
C)  only full color ads 
D)  only black on yellow ads 
E)  flexible purchasing plans 
A)  clear-cut limits on possible creative executions 
B)  limitless possible creative executions 
C)  only full color ads 
D)  only black on yellow ads 
E)  flexible purchasing plans

Question 16

What are the major differences between direct advertising and indirect advertising? Describe situations where direct advertising would be appropriate and situations where indirect advertising would be appropriate.

Accepted Answer

Direct advertising is delivered to indiv

Question 17

Users of yellow pages have household incomes of approximately ____.

Accepted Answer

A)  $25,000 to $30,000 
B)  $30,000 to $35,000 
C)  $35,000 to $40,000 
D)  $40,000 to $50,000 
E)  $60,000 or more 
A)  $25,000 to $30,000 
B)  $30,000 to $35,000 
C)  $35,000 to $40,000 
D)  $40,000 to $50,000 
E)  $60,000 or more

Question 18

Which of the following is a disadvantage of brand placement in movies,TV programs,and other forms of entertainment?

Accepted Answer

A)  loss of control of how brands are positioned 
B)  difficulty of measuring effectiveness and ROI 
C)  increasing prices 
D)  decreasing prices 
E)  All of these are correct, except for decreasing prices. 
A)  loss of control of how brands are positioned 
B)  difficulty of measuring effectiveness and ROI 
C)  increasing prices 
D)  decreasing prices 
E)  All of these are correct, except for decreasing prices.

Question 19

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 20

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

Exam 15: Direct Marketing and Other Media

With effective database marketing a firm may be able to alter the channel of distribution via direct marketing efforts,and hence _____.

Companies are increasingly using the audio-visual medium (i.e.,videotapes,CD-ROMs,or DVDs)to present customers with detailed product information.

The net present value of the profit that a company stands to realize on the average new customer during a given number of years is known as _____.

One research study found that cataloging is highly effective because _____.

Advertising that appears as part of a video game is known as _____.

Videogames provide an excellent advertising medium for reaching young males.

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

Compared to other age groups,_____ year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films.

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

Research shows that users of yellow pages tend to be ____ years-old.

Which of the following is an advantage of brand placements in movies,TV programs,and elsewhere?

An up-to-date database provides firms with a number of assets,including the ability to calculate the lifetime value of a product.

Although unverified in a scientific sense,it stands to reason that video advertising is potentially more entertaining than comparable print advertising and thus more effective in gaining attention and influencing _____ of an advertising message.

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

A distinguishing feature of yellow page advertising is that there are _____.

What are the major differences between direct advertising and indirect advertising? Describe situations where direct advertising would be appropriate and situations where indirect advertising would be appropriate.

Users of yellow pages have household incomes of approximately ____.

Which of the following is a disadvantage of brand placement in movies,TV programs,and other forms of entertainment?

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 _____.

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