Question 1

Although e-mail marketing is a very cost-effective way to reach millions of consumers, many people view it negatively and call it spam. Explain what spam is, and how can legitimate direct marketers respond to the criticisms surrounding e-mail marketing.

Accepted Answer

The answer of Although e-mail marketing is a very cost-effective...

Question 2

Delivering ads through phone calls is known as ________.

Accepted Answer

A)   phone marketing
B)   telemarketing
C)   one-to-one marketing
D)   predictive marketing
E)   inbound telemarketingF) A) and B)
G) A) and C)

Question 3

Which of the following is a contact element that can be included in a direct-response advertisement?

Accepted Answer

A)   toll-free phone number
B)   order coupon
C)   email address
D)   web site address
E)   all of the aboveF) A) and B)
G) A) and C)

Question 4

MINI-CASE
Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline says "Serious Sun Protection" surprinted over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, their clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a web address.
-Refer to Mini-Case. Once a consumer calls the phone number or visits the web site, he or she can purchase products by phone, mail, or the Internet. Which step of the direct marketing process gets the product to the customer who ordered it?

Accepted Answer

A)   objectives/strategy
B)   the offer
C)   response/order
D)   fulfillment
E)   relationship buildingF) B) and D)
G) A) and D)

Question 5

A business responsible for making sure consumers receive whatever they requested in a timely manner in direct-response marketing is known as a service firm.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT an advantage of direct marketing over indirect marketing?

Accepted Answer

A)   reduced waste
B)   flexibility in both form and timing
C)   ability to reach everyone in the marketplace
D)   purchase not restricted to a location
E)   marketer controls the product until deliveryF) D) and E)
G) C) and D)

Question 7

What does CRM stand for?

Accepted Answer

A)   customer retention marketing
B)   customer relationship management
C)   customer retention management
D)   continuity, retention, and monetary value, which are measures of direct marketing success
E)   customer relationship marketingF) A) and D)
G) B) and E)

Question 8

Which of the following is a disadvantage of catalogs?

Accepted Answer

A)   high response rates
B)   low cost per thousand
C)   targeted
D)   positive perceptions
E)   all of the aboveF) A) and C)
G) A) and B)

Question 9

Where does the database marketing process begin?

Accepted Answer

A)   data entry
B)   data clustering
C)   information collection point
D)   data assessment
E)   data sharingF) B) and C)
G) A) and E)

Question 10

Customer relationship management (CRM) identifies and analyzes patterns in customer behavior to maximize the profitability of each relationship.

Accepted Answer

A) True 
 B)False

Question 11

Sandy likes to read magazines while she works out on the elliptical machine at her health club. However, she hates the cards that fall out when she turns the pages, so the first thing she does when she gets a magazine is shake all those out into the trash. What are those cards called?

Accepted Answer

A)   bind-ins
B)   puff-ins
C)   blow-ins
D)   tie-ins
E)   supplementsF) A) and E)
G) All of the above

Question 12

Direct marketers purchase or rent lists from ________.

Accepted Answer

A)   list brokers
B)   list managers
C)   list owners
D)   list retailers
E)   list distributorsF) B) and E)
G) A) and C)

Question 13

Outbound telemarketing means the call center staff are calling unqualified numbers, sometimes just randomly selected, and this practice has a much lower response rate.

Accepted Answer

A) True 
 B)False

Question 14

Anthony working on an account interested in direct marketing targeting men who own sports cars. Anthony needs a _______ list?

Accepted Answer

A)   marketing
B)   house
C)   response
D)   satisfaction
E)   compiledF) B) and E)
G) C) and D)

Question 15

The use of e-mail as a marketing tool has really only been used by the usual e-commerce companies, such as Amazon.com.

Accepted Answer

A) True 
 B)False

Question 16

Which type of list is the most valuable list to a marketer?

Accepted Answer

A)   data list
B)   house list
C)   compiled list
D)   response list
E)   prospect listF) A) and E)
G) None of the above

Question 17

Name and define the three types of lists.

Accepted Answer

The answer of Name and define the three types of...

Question 18

Which basic objective of direct marketing focuses on getting customers to order products and make payments or take some other action, such as visiting a dealer, returning a response card, or visiting a web site?

Accepted Answer

A)   lead generation
B)   traffic generation
C)   create sales
D)   enhancing awareness
E)   enhancing attitudeF) A) and E)
G) A) and B)

Question 19

MINI-CASE
Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline says "Serious Sun Protection" surprinted over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, their clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a web address.
-Refer to Mini-Case. What type of offer does this ad represent?

Accepted Answer

A)   one-step
B)   two-step
C)   primary
D)   secondary
E)   indirectF) A) and B)
G) A) and C)

Question 20

In newspapers, response cards may be either bind-ins or blow-ins.

Accepted Answer

A) True 
 B)False

Exam 15: Direct-Response Marketing

The use of e-mail as a marketing tool has really only been used by the usual e-commerce companies, such as Amazon.com.

Correct Answer
verified

Name and define the three types of lists.

Correct Answer
verified

Delivering ads through phone calls is known as ________.

Correct Answer
verified

Outbound telemarketing means the call center staff are calling unqualified numbers, sometimes just randomly selected, and this practice has a much lower response rate.

Correct Answer
verified

Which type of list is the most valuable list to a marketer?

Correct Answer
verified

Which of the following is NOT an advantage of direct marketing over indirect marketing?

Correct Answer
verified

Which basic objective of direct marketing focuses on getting customers to order products and make payments or take some other action, such as visiting a dealer, returning a response card, or visiting a web site?

Correct Answer
verified

Direct marketers purchase or rent lists from ________.

Correct Answer
verified

Where does the database marketing process begin?

Correct Answer
verified

In newspapers, response cards may be either bind-ins or blow-ins.

Correct Answer
verified

Which of the following is a disadvantage of catalogs?

Correct Answer
verified

Although e-mail marketing is a very cost-effective way to reach millions of consumers, many people view it negatively and call it spam. Explain what spam is, and how can legitimate direct marketers respond to the criticisms surrounding e-mail marketing.

Correct Answer
verified

Customer relationship management (CRM) identifies and analyzes patterns in customer behavior to maximize the profitability of each relationship.

Correct Answer
verified

Sandy likes to read magazines while she works out on the elliptical machine at her health club. However, she hates the cards that fall out when she turns the pages, so the first thing she does when she gets a magazine is shake all those out into the trash. What are those cards called?

Correct Answer
verified

Which of the following is a contact element that can be included in a direct-response advertisement?

Correct Answer
verified

A business responsible for making sure consumers receive whatever they requested in a timely manner in direct-response marketing is known as a service firm.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Anthony working on an account interested in direct marketing targeting men who own sports cars. Anthony needs a _______ list?

Correct Answer
verified

What does CRM stand for?

Correct Answer
verified

Exam 15: Direct-Response Marketing

The use of e-mail as a marketing tool has really only been used by the usual e-commerce companies, such as Amazon.com.

Correct AnswerverifiedShow Answer

Name and define the three types of lists.

Correct AnswerverifiedShow Answer

Delivering ads through phone calls is known as ________.

Correct AnswerverifiedShow Answer

Outbound telemarketing means the call center staff are calling unqualified numbers, sometimes just randomly selected, and this practice has a much lower response rate.

Correct AnswerverifiedShow Answer

Which type of list is the most valuable list to a marketer?

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of direct marketing over indirect marketing?

Correct AnswerverifiedShow Answer

Which basic objective of direct marketing focuses on getting customers to order products and make payments or take some other action, such as visiting a dealer, returning a response card, or visiting a web site?

Correct AnswerverifiedShow Answer

Direct marketers purchase or rent lists from ________.

Correct AnswerverifiedShow Answer

Where does the database marketing process begin?

Correct AnswerverifiedShow Answer

In newspapers, response cards may be either bind-ins or blow-ins.

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of catalogs?

Correct AnswerverifiedShow Answer

Although e-mail marketing is a very cost-effective way to reach millions of consumers, many people view it negatively and call it spam. Explain what spam is, and how can legitimate direct marketers respond to the criticisms surrounding e-mail marketing.

Correct AnswerverifiedShow Answer

Customer relationship management (CRM) identifies and analyzes patterns in customer behavior to maximize the profitability of each relationship.

Correct AnswerverifiedShow Answer

Sandy likes to read magazines while she works out on the elliptical machine at her health club. However, she hates the cards that fall out when she turns the pages, so the first thing she does when she gets a magazine is shake all those out into the trash. What are those cards called?

Correct AnswerverifiedShow Answer

Which of the following is a contact element that can be included in a direct-response advertisement?

Correct AnswerverifiedShow Answer

A business responsible for making sure consumers receive whatever they requested in a timely manner in direct-response marketing is known as a service firm.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Anthony working on an account interested in direct marketing targeting men who own sports cars. Anthony needs a _______ list?

Correct AnswerverifiedShow Answer

What does CRM stand for?

Correct AnswerverifiedShow Answer

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