Exam 4: Action and Interaction: Direct Response and Promotions

Which of the following is NOT one of the four categories of data collected in organizations' customer databases?

Companies undertake sponsorships to build brand associations and to increase the perceived value of the brand in consumers' minds.

Organic Designs is a small,successful chain of stores offering stylish clothes made of all-organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now,Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets,with the goal of engaging attention and creating long-term relationships with a new group of customers.Which of the following methods of direct marketing would most likely be effective in accomplishing this goal?

Which of the following are the two fundamental components of the direct-marketing business?

A ________ is a multipage direct-mail publication that shows a variety of merchandise.

Why do some marketers see a conflict between brand building and promotions?

Which of the following refers to the use of special computerized programs that use random dialing,making it possible for telemarketing companies to call anyone,even those with unlisted numbers?

________ presents the brand's name on something that is given away as a reminder.Examples include calendars,pens,T-shirts,mouse pads,and so forth.

Direct-response messages are constantly being measured,enabling direct marketers to learn what works and to modify future campaigns based on results.

Which of the following is communication for a product,service,or nonprofit organization that is addressable?

Which of the following are the two types of telemarketing?

Explain what spam is.

Store premiums,in-pack premiums,and on-pack premiums are all types of self-liquidator premiums.

Do-not-call lists restrict companies from calling their own customers.

A direct-response ad on television is known as a(n)________.

Sales promotions can target consumers,intermediaries,and sales representatives.

Proactiv Solution is a skincare system to help people with acne.Proactiv was originally sold only through direct marketing.The consumer had to enroll in the Proactiv Solution Clear Skin Club.However,now some large malls have kiosks selling Proactiv Solution products without the club membership,but the prices are much higher.Proactiv Solution has had one of the longest-running infomercials on television,and its product line is also sold through magazine ads.Through these mediums,consumers can purchase the product directly by calling,mailing,or going through the Internet to submit an order.What do you think Proactiv Solution uses to track consumer purchases? How can they use this to restart customers who have joined the club but later quit?

A tie-in involves manufacturers developing marketing communication programs with their main retail accounts,instead of for them.

In a practice that is sometimes referred to as ________,trade promotions are directed at distribution channel members.

Which type of direct-marketing list is a list of some specific category,such as sports car owners,new homebuyers,graduating seniors,or subscribers to a magazine?