Exam 4: Action and Interaction: Direct Response and Promotions

During the ________ step of the direct-response process,the DRC campaign must communicate benefits to buyers by answering the enduring question: "What's in it for me?"

Rooms with large banks of phones and computers where workers send and receive calls are known as ________.

Refer to the passage below to answer the questions that follow. Everyone knows McDonald's,the worldwide fast food chain.McDonald's has used consumer promotions for years.Restaurants offer a kids' Happy Meal that always includes a toy,and oftentimes the package itself is a promotion,such as pumpkin buckets at Halloween.McDonald's has also used a promotion patterned after the popular Monopoly game,in which everyone wins something small,like a soft drink or French fries,but one participant could win $1 million dollars.The Monopoly promotion usually lasts several months.McDonald's also participates in promotions with movies,such as Star Wars and several Disney movies.Another promotion McDonald's is considering is a program that will give consumers one free Happy Meal for every 10 they purchase. -The promotion in which customers receive one Happy Meal for every 10 they purchase is best described as a ________.

Which of the following is LEAST likely a typical target audience of sales promotion?

Shoppers today are more brand loyal,so promotion incentives have to provide substantial incentives to encourage brand switching.

Which of the following are the two types of coupons?

Which type of consumer sales promotion creates excitement by offering impressive prizes that consumers can win by chance?

Compare and contrast bonus packs and banded packs.

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

Gianna is a skeptical consumer whose motto is "I'll believe it works when I see that it works." Which of the following would be the most effective form of direct marketing for a marketer to use to reach Gianna and customers like her?

Promotions should be designed to do which of the following?

Which type of trade promotion rewards a reseller financially for purchase of a certain level of a product or support of a promotion?

What do direct marketers use to keep track of customers,identify prospective customers,and segment groups of customers and prospects?

You are planning a presentation on why marketers use consumer promotions.What are the reasons you would include in your presentation?

Sorting information in a company's database in order to maintain customer relationships is called ________.

Which consumer sales promotion is a marketer's offer to return a certain amount of money to the consumer who purchases the product?

Which of the following is NOT a reason for the growth of sales promotion?

Which of the following is NOT typically part of the offer in direct marketing?

Which of the following is an example of a sales promotion?

Clinique and other cosmetic counters at department stores frequently have gift-with-purchase promotions in which customers receive a nice cosmetics bag filled with lotions,make-up,and other items such as brushes and mirrors.For really nice gifts,customers have to pay a certain amount,such as $29.99,but they usually get a larger bag and several full-sized products that would cost considerably more if purchased separately.What type of promotion does this describe? Why is it used?