Question 1

E-mail, telemarketing and various other direct-marketing approaches have not, so far, deposed direct mail as a primary advertising vehicle.

Accepted Answer

A) True 
 B)False

Question 2

The key to successful direct response is:

Accepted Answer

A) data warehousing. 
B) thorough knowledge of the customer. 
C) determining behavior contours. 
D) IMC. 
E) data mapping. 
A) data warehousing. 
B) thorough knowledge of the customer. 
C) determining behavior contours. 
D) IMC. 
E) data mapping.

Question 3

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Accepted Answer

A) True 
 B)False

Question 4

Believe it or not, catalogs-dating back to about 1500-may be the most popular form of direct-response media.

Accepted Answer

A) True 
 B)False

Question 5

Above all else, interactive technology has provided businesses with the capability of:

Accepted Answer

A) retaining higher earnings. 
B) increasing its revenues. 
C) one-to-one marketing. 
D) being less concerned about invasion of privacy. 
E) reducing the use of paper. 
A) retaining higher earnings. 
B) increasing its revenues. 
C) one-to-one marketing. 
D) being less concerned about invasion of privacy. 
E) reducing the use of paper.

Question 6

The primary reasons why radio has NOT had a role in direct-response marketing to date is:

Accepted Answer

A) failure to deliver targets audiences. 
B) failure to provide niche programming. 
C) lack of visuals. 
D) lack of interactivity. 
E) inappropriate radio personalities. 
A) failure to deliver targets audiences. 
B) failure to provide niche programming. 
C) lack of visuals. 
D) lack of interactivity. 
E) inappropriate radio personalities.

Question 7

One advantage digital media offers advertisers is the combination of audio and video capabilities that engage consumers.

Accepted Answer

A) True 
 B)False

Question 8

One of the intriguing areas of media marketing gaining advertisers' attention is:

Accepted Answer

A) the dot-coms. 
B) e-mail. 
C) social networks. 
D) iPhone. 
E) iPad. 
A) the dot-coms. 
B) e-mail. 
C) social networks. 
D) iPhone. 
E) iPad.

Question 9

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Accepted Answer

The answer of ________ attempts to find those characteristics of...

Question 10

Internet and commercial Web sites provide marketers opportunities to engage prospective consumers.

Accepted Answer

A) True 
 B)False

Question 11

Among the advantages of using direct response in marketing is:

Accepted Answer

A) the potential to reach virtually any audience based on prospective psychographic characteristics. 
B) it is inexpensive. 
C) it is highly measurable. 
D) the ease of maintaining prospect lists. 
E) privacy is easily maintained. 
A) the potential to reach virtually any audience based on prospective psychographic characteristics. 
B) it is inexpensive. 
C) it is highly measurable. 
D) the ease of maintaining prospect lists. 
E) privacy is easily maintained.

Question 12

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

Accepted Answer

A) higher customer loyalty and retention. 
B) reduced costs for repairs. 
C) less need for Web site security. 
D) reduced manufacturing costs. 
E) less cross-selling. 
A) higher customer loyalty and retention. 
B) reduced costs for repairs. 
C) less need for Web site security. 
D) reduced manufacturing costs. 
E) less cross-selling.

Question 13

As catalogers move into online options, which of the following statements is untrue?

Accepted Answer

A) Catalogers must integrate multiple channels so they work effectively together. 
B) Catalogers must deal effectively with a customer-controlled online environment and find ways to encourage prospects to visit their Web sites. 
C) Catalogers may find relief from related production and postage costs. 
D) Catalogers must embrace the concept of the data warehouse to integrate information into a single transaction history, regardless of what channels a customer uses. 
E) Catalogers must establish the fact that although a new medium, they are trustworthy. 
A) Catalogers must integrate multiple channels so they work effectively together. 
B) Catalogers must deal effectively with a customer-controlled online environment and find ways to encourage prospects to visit their Web sites. 
C) Catalogers may find relief from related production and postage costs. 
D) Catalogers must embrace the concept of the data warehouse to integrate information into a single transaction history, regardless of what channels a customer uses. 
E) Catalogers must establish the fact that although a new medium, they are trustworthy.

Question 14

Restrictive legislation and regulations on the state and federal level have focused recently on:

Accepted Answer

A) coupons. 
B) Internet marketers. 
C) mall intercepts. 
D) direct mail. 
E) trading mailing lists. 
A) coupons. 
B) Internet marketers. 
C) mall intercepts. 
D) direct mail. 
E) trading mailing lists.

Question 15

Ethical e-mail marketers are advocating that:

Accepted Answer

A) they be allowed to send mass online messages with the proviso that consumers can then opt-out of future communication. 
B) there be no opt-out opportunity for consumers once they accept an initial e-mail. 
C) there be stringent opt-in requirements. 
D) they need not include their privacy policy in an e-mail or its link. 
E) all use of e-mail for commercial purposes be forbidden. 
A) they be allowed to send mass online messages with the proviso that consumers can then opt-out of future communication. 
B) there be no opt-out opportunity for consumers once they accept an initial e-mail. 
C) there be stringent opt-in requirements. 
D) they need not include their privacy policy in an e-mail or its link. 
E) all use of e-mail for commercial purposes be forbidden.

Question 16

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Accepted Answer

A) create fewer dot-coms. 
B) pay even more attention to branding. 
C) link more traditional media more prudently. 
D) avoid integration of online with their media mix. 
E) phish with Web sites that resemble their competitor's. 
A) create fewer dot-coms. 
B) pay even more attention to branding. 
C) link more traditional media more prudently. 
D) avoid integration of online with their media mix. 
E) phish with Web sites that resemble their competitor's.

Question 17

Radio is one of the major players in direct response advertising.

Accepted Answer

A) True 
 B)False

Question 18

CRM provides several advantages to business although some control of the consumer is sacrificed.

Accepted Answer

A) True 
 B)False

Question 19

Research in direct mail began in the early 1920s when personal computers were introduced.

Accepted Answer

A) True 
 B)False

Question 20

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Accepted Answer

A) more use of new communication technologies. 
B) less use of communication theories. 
C) a blending of old and new communication strategies and technologies. 
D) more use of tested communications theories. 
E) dropping all traditional methods and shifting to new technology. 
A) more use of new communication technologies. 
B) less use of communication theories. 
C) a blending of old and new communication strategies and technologies. 
D) more use of tested communications theories. 
E) dropping all traditional methods and shifting to new technology.

Exam 13: Digital and Direct-Response Advertising

E-mail, telemarketing and various other direct-marketing approaches have not, so far, deposed direct mail as a primary advertising vehicle.

The key to successful direct response is:

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Believe it or not, catalogs-dating back to about 1500-may be the most popular form of direct-response media.

Above all else, interactive technology has provided businesses with the capability of:

The primary reasons why radio has NOT had a role in direct-response marketing to date is:

One advantage digital media offers advertisers is the combination of audio and video capabilities that engage consumers.

One of the intriguing areas of media marketing gaining advertisers' attention is:

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Internet and commercial Web sites provide marketers opportunities to engage prospective consumers.

Among the advantages of using direct response in marketing is:

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

As catalogers move into online options, which of the following statements is untrue?

Restrictive legislation and regulations on the state and federal level have focused recently on:

Ethical e-mail marketers are advocating that:

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Radio is one of the major players in direct response advertising.

CRM provides several advantages to business although some control of the consumer is sacrificed.

Research in direct mail began in the early 1920s when personal computers were introduced.

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

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

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