Exam 15: Direct Marketing and Other Media

From the consumers' perspective,shopping by catalog saves time because people do not have to find parking spaces and deal with in-store crowds.

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

Which of the following is a distinctive feature of direct mail?

On a cost per thousand (CPM)basis,the most expensive medium is ____.

Define the concept of customer lifetime value,and describe five ways to enhance lifetime value.

Which of the following is NOT a factor accounting for the widespread use of direct mail by marketers?

____ is NOT an asset of an up-to-date database.

Mediamark has developed a service to measure videogame audiences.

The yellow pages represent a huge advertising medium with annual revenues exceeding $140 billion.

Data miners look for revealing relations among the variables contained in the a database.

Compared with other media,_____ is much less wasteful and will usually produce the highest percentage of responses.

The problem with databases is that they are small in size with few addresses and few variables for each database entrant.

One reason for the growth of direct mail is the rising cost of television advertising and increasing audience fragmentation.

Brand placements have occurred in songs.

Direct advertising is delivered either to homes and workplaces or at a variety of public venues.

An up-to-date database can offer varied messages to different groups of customers.

Older consumers appear to be the most responsive to brand placement in movies.

Databases enable contacts with present or prospective customers who can be accessed by companies whose databases contain p- and e-mail addresses along with other pertinent data such as demographic information.This is called ____.

Compared with other media,direct mail is much less wasteful and will usually produce the highest percentage of responses.