Question 1

Which of the following is NOT an organization involved in the direct-mail list process?

Accepted Answer

A) list managers 
B) list decoyer 
C) list compilers 
D) list brokers 
E) service bureaus 
A) list managers 
B) list decoyer 
C) list compilers 
D) list brokers 
E) service bureaus

Question 2

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

Accepted Answer

The answer of A form of package inserts, ________ are...

Question 3

Research on dayparts reveals that Internet users in the evenings and on weekends are likely to spend much more time on which of the following type(s)of programming?

Accepted Answer

A) self-improvement 
B) information 
C) entertainment and sports 
D) news 
E) personal ads 
A) self-improvement 
B) information 
C) entertainment and sports 
D) news 
E) personal ads

Question 4

Another term used for the mail house in the direct-mail process is ________.

Accepted Answer

The answer of Another term used for the mail house...

Question 5

Which of the following is a most serious concern of users of digital media?

Accepted Answer

A) difficulties with the technology 
B) security regarding information provided 
C) difficulty accessing various categories of them 
D) lack of interactivity 
E) status bestowed upon their users 
A) difficulties with the technology 
B) security regarding information provided 
C) difficulty accessing various categories of them 
D) lack of interactivity 
E) status bestowed upon their users

Question 6

The major role of business magazines in direct-response marketing is to:

Accepted Answer

A) provide leads for personal salespeople or telemarketers. 
B) combine generic feel of direct response with traditional advertising virtues. 
C) provide impact that matches TV. 
D) drive traffic to the Web site. 
E) assist with a radio campaign. 
A) provide leads for personal salespeople or telemarketers. 
B) combine generic feel of direct response with traditional advertising virtues. 
C) provide impact that matches TV. 
D) drive traffic to the Web site. 
E) assist with a radio campaign.

Question 7

A major concern about using digital media to purchase anything is the comfort level prospective customers have over providing private information.

Accepted Answer

A) True 
 B)False

Question 8

Advertising is usually used as one step in the process of building awareness and brand equity that could lead to a future sale, whereas direct response's main purpose is to:

Accepted Answer

A) make the customer fully aware of a service or product. 
B) fit an appeal to the demographics of the prospect. 
C) create an immediate sale. 
D) fit an appeal to the psychographics of the prospect. 
E) verify the contact information on the purchased list. 
A) make the customer fully aware of a service or product. 
B) fit an appeal to the demographics of the prospect. 
C) create an immediate sale. 
D) fit an appeal to the psychographics of the prospect. 
E) verify the contact information on the purchased list.

Question 9

One the most successful revenue producing forms of advertising formats is the infomercial.

Accepted Answer

A) True 
 B)False

Question 10

________ refers to the process that starts with knowledgeable customer service representatives, correct merchandise that is shipped promptly and, in the event of mistakes, the rapid and fair dealings with the customer.

Accepted Answer

The answer of ________ refers to the process that starts...

Question 11

Search, referred to as keyword advertising, is expected to help to double digital advertising revenues by 2015.

Accepted Answer

A) True 
 B)False

Question 12

Which if the following is the most important element of e-mail elements to test?

Accepted Answer

A) timing 
B) design 
C) calls to action 
D) subject lines 
E) body copy 
A) timing 
B) design 
C) calls to action 
D) subject lines 
E) body copy

Question 13

One of the major characteristics of direct response, regardless of the means used to reach its audience, is the ability to personalize the message.

Accepted Answer

A) True 
 B)False

Question 14

Advantages for international companies that use the Internet globally include all of the following EXCEPT:

Accepted Answer

A) ease of receiving orders from consumers worldwide without incurring extra expenses. 
B) relative simplicity of executing localized strategies on a global basis. 
C) ease of providing information about their products in other countries without incurring extra expenses. 
D) for academic institutions, savings in materials and mailing costs because application materials can be put online. 
E) option to advertise on search engines like Google or Yahoo! or pay to receive favorable placement. 
A) ease of receiving orders from consumers worldwide without incurring extra expenses. 
B) relative simplicity of executing localized strategies on a global basis. 
C) ease of providing information about their products in other countries without incurring extra expenses. 
D) for academic institutions, savings in materials and mailing costs because application materials can be put online. 
E) option to advertise on search engines like Google or Yahoo! or pay to receive favorable placement.

Question 15

Internet marketing enjoys the following benefit claimed by no other media.

Accepted Answer

A) reduced manufacturing costs for products and services 
B) the ability to collect market research more quickly and inexpensively, even on a global basis, than with conventional research methods 
C) guaranteed new-product success because of the pervasiveness of the media 
D) less concern for invasion of privacy because of permission marketing 
E) lack of paper documentation that can reduce returns and exchanges 
A) reduced manufacturing costs for products and services 
B) the ability to collect market research more quickly and inexpensively, even on a global basis, than with conventional research methods 
C) guaranteed new-product success because of the pervasiveness of the media 
D) less concern for invasion of privacy because of permission marketing 
E) lack of paper documentation that can reduce returns and exchanges

Question 16

Which of the following is NOT a key for catalog sellers to successfully move a prospect into being a buyer?

Accepted Answer

A) spend whatever it takes to capture their attention 
B) have exciting creative executions 
C) have a product or service that appeals to consumers 
D) reach a targeted group of prospects with limited waste circulation 
E) have excellent fulfillment and customer service reputations 
A) spend whatever it takes to capture their attention 
B) have exciting creative executions 
C) have a product or service that appeals to consumers 
D) reach a targeted group of prospects with limited waste circulation 
E) have excellent fulfillment and customer service reputations

Question 17

Virtually every advertiser is using techniques learned from this discipline as a key ingredient of marketing strategies:

Accepted Answer

A) TV. 
B) newspapers. 
C) direct response. 
D) radio. 
E) out-of-home advertising. 
A) TV. 
B) newspapers. 
C) direct response. 
D) radio. 
E) out-of-home advertising.

Question 18

The key to CRM and to fully utilizing the benefits of database marketing is:

Accepted Answer

A) inexpensive handling of consumer requests for basic information. 
B) maintaining personal contacts that customers say they like. 
C) building models of behavior in order to avoid having to deal with customers directly. 
D) providing information that allows a company to maintain customer loyalty and profitability. 
E) having service representatives to help on a 24-hour basis. 
A) inexpensive handling of consumer requests for basic information. 
B) maintaining personal contacts that customers say they like. 
C) building models of behavior in order to avoid having to deal with customers directly. 
D) providing information that allows a company to maintain customer loyalty and profitability. 
E) having service representatives to help on a 24-hour basis.

Question 19

The AAAA, ANA, and DMA have cooperated to establish:

Accepted Answer

A) guidelines that allow them to acquire e-mail addresses through automated systems without permission of consumers. 
B) an electronic feature that delays removal of names from e-mail lists. 
C) a set of self-regulating guidelines that protect use of legitimate e-mail marketing. 
D) guidelines that allow them to provide e-mail lists to unrelated third parties. 
E) civil penalties for the sale or transfer of mailing lists. 
A) guidelines that allow them to acquire e-mail addresses through automated systems without permission of consumers. 
B) an electronic feature that delays removal of names from e-mail lists. 
C) a set of self-regulating guidelines that protect use of legitimate e-mail marketing. 
D) guidelines that allow them to provide e-mail lists to unrelated third parties. 
E) civil penalties for the sale or transfer of mailing lists.

Question 20

In direct mail, the list is the media plan.

Accepted Answer

A) True 
 B)False

Exam 13: Digital and Direct-Response Advertising

Which of the following is NOT an organization involved in the direct-mail list process?

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

Research on dayparts reveals that Internet users in the evenings and on weekends are likely to spend much more time on which of the following type(s)of programming?

Another term used for the mail house in the direct-mail process is ________.

Which of the following is a most serious concern of users of digital media?

The major role of business magazines in direct-response marketing is to:

A major concern about using digital media to purchase anything is the comfort level prospective customers have over providing private information.

Advertising is usually used as one step in the process of building awareness and brand equity that could lead to a future sale, whereas direct response's main purpose is to:

One the most successful revenue producing forms of advertising formats is the infomercial.

________ refers to the process that starts with knowledgeable customer service representatives, correct merchandise that is shipped promptly and, in the event of mistakes, the rapid and fair dealings with the customer.

Search, referred to as keyword advertising, is expected to help to double digital advertising revenues by 2015.

Which if the following is the most important element of e-mail elements to test?

One of the major characteristics of direct response, regardless of the means used to reach its audience, is the ability to personalize the message.

Advantages for international companies that use the Internet globally include all of the following EXCEPT:

Internet marketing enjoys the following benefit claimed by no other media.

Which of the following is NOT a key for catalog sellers to successfully move a prospect into being a buyer?

Virtually every advertiser is using techniques learned from this discipline as a key ingredient of marketing strategies:

The key to CRM and to fully utilizing the benefits of database marketing is:

The AAAA, ANA, and DMA have cooperated to establish:

In direct mail, the list is the media plan.

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