Question 1

In lifetime value analysis,taking the reciprocal of the discount rate and multiplying the gross profit by the reciprocal will give one the _____.

Accepted Answer

A)  cummulative NPV profit 
B)  NPV profit 
C)  discount rate 
D)  total costs 
E)  net profit 
A)  cummulative NPV profit 
B)  NPV profit 
C)  discount rate 
D)  total costs 
E)  net profit

Question 2

Describe who uses the Yellow Pages and why they use them,and explain how the yellow pages differ from other advertising media.

Accepted Answer

Although most people use the yellow page

Question 3

Which of the following is NOT a function direct mail can accomplish?

Accepted Answer

A)  increase sales from current customers 
B)  acquire new customers 
C)  create job opportunities 
D)  gather customer information 
E)  generate leads for a sales force 
A)  increase sales from current customers 
B)  acquire new customers 
C)  create job opportunities 
D)  gather customer information 
E)  generate leads for a sales force

Question 4

Direct mail advertising refers to any advertising matter delivered by the postal service to the person whom the marketer wishes to influence.

Accepted Answer

A) True 
 B)False

Question 5

Brand placement activity is perfectly aligned with one of the five key features of IMC.Which of the following is that feature?

Accepted Answer

A)  Build relationships rather than engage in flings. 
B)  The customer represents the starting point for all marketing communications activities. 
C)  Multiple messages must speak with a single voice. 
D)  Don't lose focus of the ultimate objective: affect behavior. 
E)  Brand managers and their agencies should be amenable to using various marketing communication tools. 
A)  Build relationships rather than engage in flings. 
B)  The customer represents the starting point for all marketing communications activities. 
C)  Multiple messages must speak with a single voice. 
D)  Don't lose focus of the ultimate objective: affect behavior. 
E)  Brand managers and their agencies should be amenable to using various marketing communication tools.

Question 6

_____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form.

Accepted Answer

A)  Indirect 
B)  Mass 
C)  Personal 
D)  Direct 
E)  Focused 
A)  Indirect 
B)  Mass 
C)  Personal 
D)  Direct 
E)  Focused

Question 7

Direct,yellow-pages,and video-game advertising can perform an invaluable role when used _____.

Accepted Answer

A)  with sales promotion 
B)  with greater frequency than traditional media 
C)  as the main tools in a marcom program 
D)  in a supplementary capacity in an IMC program 
E)  only with younger target markets 
A)  with sales promotion 
B)  with greater frequency than traditional media 
C)  as the main tools in a marcom program 
D)  in a supplementary capacity in an IMC program 
E)  only with younger target markets

Question 8

Explain why data mining is an important activity for marketers.

Accepted Answer

The goal of data mining is to discover h

Question 9

Perhaps the major problem with direct mail is that many people consider it excessively intrusive and invasive of privacy.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Charles wants to use an advertising medium that offers the capability to target a precisely defined group of people,the ability to determine exactly how effective the advertising effort is so that he can justify budget allocations to this medium,and offers the flexibility to meet changing circumstances.Charles should use _____.

Accepted Answer

A)  television 
B)  outdoor billboards 
C)  magazines 
D)  direct mail 
E)  brand placement 
A)  television 
B)  outdoor billboards 
C)  magazines 
D)  direct mail 
E)  brand placement

Question 12

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

Accepted Answer

A)  motivation 
B)  monetary value 
C)  markdown 
D)  media 
E)  message 
A)  motivation 
B)  monetary value 
C)  markdown 
D)  media 
E)  message

Question 13

Customer lifetime value refers to all product category purchases that an individual will make during his or her lifetime.

Accepted Answer

A) True 
 B)False

Question 14

The traditional media and the Internet represent a disorderly state for individual advertisers inasmuch as their attempts to capture the viewer's or listener's attention is offset by the efforts of hundreds of other advertisers attempting to accomplish the same goal.This is referred to as _____.

Accepted Answer

A)  noise 
B)  fragmentation 
C)  wasted coverage 
D)  fractionalization 
E)  clutter 
A)  noise 
B)  fragmentation 
C)  wasted coverage 
D)  fractionalization 
E)  clutter

Question 15

Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film.Which factors must he consider to determine the worth of a placement and how much it should cost him to place a brand in this particular movie?

Accepted Answer

A)  amount of time the brand gets on screen 
B)  use or mention of the brand by characters in the movie 
C)  integration with the plot of the movie 
D)  who is the star of the movie 
E)  the time, use/mention, and integration of the brand with the movie. 
A)  amount of time the brand gets on screen 
B)  use or mention of the brand by characters in the movie 
C)  integration with the plot of the movie 
D)  who is the star of the movie 
E)  the time, use/mention, and integration of the brand with the movie.

Question 16

Lou is trying to increase the lifetime value of his customers.Which of the following is a way for him to augment his customers' lifetime value?

Accepted Answer

A)  decrease the retention rate 
B)  increase the discount rate 
C)  increase the referral rate 
D)  increase marketing communications expenditures 
E)  All of these are correct. 
A)  decrease the retention rate 
B)  increase the discount rate 
C)  increase the referral rate 
D)  increase marketing communications expenditures 
E)  All of these are correct.

Question 17

Catalog marketing has reached the _____ life-cycle stage.

Accepted Answer

A)  innovation 
B)  introduction 
C)  growth 
D)  maturity 
E)  decline 
A)  innovation 
B)  introduction 
C)  growth 
D)  maturity 
E)  decline

Question 18

The goal of _____ is to discover hidden facts contained in databases.

Accepted Answer

A)  data mining 
B)  data warehousing 
C)  data definition 
D)  data discovery 
E)  data manufacturing 
A)  data mining 
B)  data warehousing 
C)  data definition 
D)  data discovery 
E)  data manufacturing

Question 19

Typical databases include customers' buyographic data,and other types of relevant information (demographic,geographic,and psychographic data).

Accepted Answer

A) True 
 B)False

Question 20

Which of the below is NOT one of the ways to enhance lifetime value?

Accepted Answer

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

Exam 15: Direct Marketing and Other Media

In lifetime value analysis,taking the reciprocal of the discount rate and multiplying the gross profit by the reciprocal will give one the _____.

Describe who uses the Yellow Pages and why they use them,and explain how the yellow pages differ from other advertising media.

Which of the following is NOT a function direct mail can accomplish?

Direct mail advertising refers to any advertising matter delivered by the postal service to the person whom the marketer wishes to influence.

Brand placement activity is perfectly aligned with one of the five key features of IMC.Which of the following is that feature?

_____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form.

Direct,yellow-pages,and video-game advertising can perform an invaluable role when used _____.

Explain why data mining is an important activity for marketers.

Perhaps the major problem with direct mail is that many people consider it excessively intrusive and invasive of privacy.

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

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

Customer lifetime value refers to all product category purchases that an individual will make during his or her lifetime.

The traditional media and the Internet represent a disorderly state for individual advertisers inasmuch as their attempts to capture the viewer's or listener's attention is offset by the efforts of hundreds of other advertisers attempting to accomplish the same goal.This is referred to as _____.

Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film.Which factors must he consider to determine the worth of a placement and how much it should cost him to place a brand in this particular movie?

Lou is trying to increase the lifetime value of his customers.Which of the following is a way for him to augment his customers' lifetime value?

Catalog marketing has reached the _____ life-cycle stage.

The goal of _____ is to discover hidden facts contained in databases.

Typical databases include customers' buyographic data,and other types of relevant information (demographic,geographic,and psychographic data).

Which of the below is NOT one of the ways to enhance lifetime value?

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