Question 1

Which of the following is the natural, logical extension of long-form infomercials?

Accepted Answer

A) reality TV 
B) Tupperware parties 
C) discount clubs such as Costco 
D) QVC network 
E) lower ratings 
A) reality TV 
B) Tupperware parties 
C) discount clubs such as Costco 
D) QVC network 
E) lower ratings D

Question 2

Which of the following is NOT an objective for a direct-response campaign?

Accepted Answer

A) to solicit and/or close a sale 
B) to undersell competition 
C) to generate sales leads 
D) to generate traffic 
E) to provide prospects with a means to request product information 
A) to solicit and/or close a sale 
B) to undersell competition 
C) to generate sales leads 
D) to generate traffic 
E) to provide prospects with a means to request product information B

Question 3

At the same time technology was changing marketing, the competitive environment was:

Accepted Answer

A) allowing increased profit margins for sellers. 
B) lowering customer expectations about brands. 
C) reducing distinctions among brands. 
D) lessening the need for customer service. 
E) lowering customer expectations about quality. 
A) allowing increased profit margins for sellers. 
B) lowering customer expectations about brands. 
C) reducing distinctions among brands. 
D) lessening the need for customer service. 
E) lowering customer expectations about quality. C

Question 4

Which of the following are among the advantages that digital media offer advertisers?

Accepted Answer

A) assured results 
B) consumers with more time to scan messages 
C) flexible media 
D) means of formal communication with customers 
E) assurance of confidentiality for customers 
A) assured results 
B) consumers with more time to scan messages 
C) flexible media 
D) means of formal communication with customers 
E) assurance of confidentiality for customers

Question 5

While advertisers recognize the potential in mobile, the number one drawback is:

Accepted Answer

A) lack of qualified research data to support its claims as a legitimate advertising medium. 
B) time consumed by users responding to appeals. 
C) consumers' negative reaction to unwanted solicitations. 
D) lack of verification of the legitimacy of organizations requesting donations to causes. 
E) overdependence on the device for keeping connected to friends and family. 
A) lack of qualified research data to support its claims as a legitimate advertising medium. 
B) time consumed by users responding to appeals. 
C) consumers' negative reaction to unwanted solicitations. 
D) lack of verification of the legitimacy of organizations requesting donations to causes. 
E) overdependence on the device for keeping connected to friends and family.

Question 6

The leading video sharing site is:

Accepted Answer

A) Facebook. 
B) YouTube. 
C) Bing. 
D) Kodak EasyShare. 
E) MySpace. 
A) Facebook. 
B) YouTube. 
C) Bing. 
D) Kodak EasyShare. 
E) MySpace.

Question 7

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

Accepted Answer

A) True 
 B)False

Question 8

A core principle of direct-response and Internet marketing is ________ in which customers feel empowered by interactive media and use that empowerment in a proactive fashion, resulting in a loss of control for businesses but a higher percentage of prospects than in mass advertising.

Accepted Answer

customer r

Question 9

Among the downsides to use of direct response in marketing is:

Accepted Answer

A) difficulty in building an ongoing relationship with primary targets impossible to reach through traditional media. 
B) difficulty in personalizing messages. 
C) difficulty of pinpointing prospects on a demographic basis. 
D) high cost per contact. 
E) difficulty in pinpointing prospects on a geographical basis. 
A) difficulty in building an ongoing relationship with primary targets impossible to reach through traditional media. 
B) difficulty in personalizing messages. 
C) difficulty of pinpointing prospects on a demographic basis. 
D) high cost per contact. 
E) difficulty in pinpointing prospects on a geographical basis.

Question 10

Selling directly to consumers was practiced in this country as early as 1740, when Montgomery Ward sold scientific books by mail.

Accepted Answer

A) True 
 B)False

Question 11

In direct response, the objective of ________ is likely to be met when an advertisement provides detailed information about the product but no order form.

Accepted Answer

The answer of In direct response, the objective of ________...

Question 12

The primary concern of database marketing is how to use information to predict future purchases.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT true of direct mail as an advertising medium?

Accepted Answer

A) It represents 23% of U.S. advertising expenditures. 
B) Direct mail's share of direct response advertising will decrease in the future due to rising costs. 
C) The sheer volume of mail that households receive makes it difficult to gain a competitive advantage. 
D) As long as a business has a quality product and a competitive offer, the mailing list is not that important. 
E) Despite recent competition from e-mail, telemarketing, and other direct-marketing options, direct mail remains a primary advertising vehicle. 
A) It represents 23% of U.S. advertising expenditures. 
B) Direct mail's share of direct response advertising will decrease in the future due to rising costs. 
C) The sheer volume of mail that households receive makes it difficult to gain a competitive advantage. 
D) As long as a business has a quality product and a competitive offer, the mailing list is not that important. 
E) Despite recent competition from e-mail, telemarketing, and other direct-marketing options, direct mail remains a primary advertising vehicle.

Question 14

To merge and purge lists in order to enhance their quality is the primary job of the:

Accepted Answer

A) service bureau. 
B) list broker. 
C) list manager. 
D) lettershop. 
E) response lists. 
A) service bureau. 
B) list broker. 
C) list manager. 
D) lettershop. 
E) response lists.

Question 15

Interactive home shopping on networks, such as QVX and HSN, are expected to fundamentally change general retailing in the next 20 years.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following pertains to youth audiences and the Internet?

Accepted Answer

A) spend more time watching television than using the Internet 
B) spend more time using it than watching television 
C) spend twice as much time using their phones than using the Internet 
D) spend more time reading than using the Internet 
E) spend more time doing school work than using the Internet 
A) spend more time watching television than using the Internet 
B) spend more time using it than watching television 
C) spend twice as much time using their phones than using the Internet 
D) spend more time reading than using the Internet 
E) spend more time doing school work than using the Internet

Question 17

Now that we are in the twenty-first century, who is apparently in charge in the marketplace?

Accepted Answer

A) big-box retailers 
B) manufacturers 
C) home-improvement retailers 
D) customers 
E) federal regulators 
A) big-box retailers 
B) manufacturers 
C) home-improvement retailers 
D) customers 
E) federal regulators

Question 18

Which of the following are prospects for online promotions?

Accepted Answer

A) earnest purchasers 
B) first-time purchasers 
C) information seekers 
D) cost-conscious purchasers 
E) quality-conscious shoppers 
A) earnest purchasers 
B) first-time purchasers 
C) information seekers 
D) cost-conscious purchasers 
E) quality-conscious shoppers

Question 19

For the last 25 years, marketers have moved toward more personal relationships with customers, moving from marketing to broad demographic categories to the next phase of focusing on more narrowly defined:

Accepted Answer

A) one-to-one marketing. 
B) niche marketing. 
C) category marketing. 
D) community or group marketing. 
E) integrated marketing communications. 
A) one-to-one marketing. 
B) niche marketing. 
C) category marketing. 
D) community or group marketing. 
E) integrated marketing communications.

Question 20

Digital is creating a public relations problem for marketers trying to reach consumers because of privacy concerns over the collection and use of personal data.

Accepted Answer

A) True 
 B)False

Exam 13: Digital and Direct-Response Advertising

Which of the following is the natural, logical extension of long-form infomercials?

Which of the following is NOT an objective for a direct-response campaign?

At the same time technology was changing marketing, the competitive environment was:

Which of the following are among the advantages that digital media offer advertisers?

While advertisers recognize the potential in mobile, the number one drawback is:

The leading video sharing site is:

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

A core principle of direct-response and Internet marketing is ________ in which customers feel empowered by interactive media and use that empowerment in a proactive fashion, resulting in a loss of control for businesses but a higher percentage of prospects than in mass advertising.

Among the downsides to use of direct response in marketing is:

Selling directly to consumers was practiced in this country as early as 1740, when Montgomery Ward sold scientific books by mail.

In direct response, the objective of ________ is likely to be met when an advertisement provides detailed information about the product but no order form.

The primary concern of database marketing is how to use information to predict future purchases.

Which of the following is NOT true of direct mail as an advertising medium?

To merge and purge lists in order to enhance their quality is the primary job of the:

Interactive home shopping on networks, such as QVX and HSN, are expected to fundamentally change general retailing in the next 20 years.

Which of the following pertains to youth audiences and the Internet?

Now that we are in the twenty-first century, who is apparently in charge in the marketplace?

Which of the following are prospects for online promotions?

For the last 25 years, marketers have moved toward more personal relationships with customers, moving from marketing to broad demographic categories to the next phase of focusing on more narrowly defined:

Digital is creating a public relations problem for marketers trying to reach consumers because of privacy concerns over the collection and use of personal data.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters