Question 1

Why would smaller brands with less general brand recognition turn to direct marketing?

Accepted Answer

A)  It is personalized at the individual level. 
B)  It offers the potential for fine-tuning the offer. 
C)  Response is based primarily on the offer. 
D)  It is the most affordable compared to other promotional tools. 
A)  It is personalized at the individual level. 
B)  It offers the potential for fine-tuning the offer. 
C)  Response is based primarily on the offer. 
D)  It is the most affordable compared to other promotional tools.

Question 2

What is one of the major benefits of direct response advertising?

Accepted Answer

A)  It increases retailer involvement. 
B)  It helps reduce the possibility of channel conflict. 
C)  Results can be tracked to measure effectiveness. 
D)  It is the least expensive form of promotion. 
A)  It increases retailer involvement. 
B)  It helps reduce the possibility of channel conflict. 
C)  Results can be tracked to measure effectiveness. 
D)  It is the least expensive form of promotion.

Question 3

Promotional objectives can be stated using which types of metrics?

Accepted Answer

A)  Psychological or behavioral 
B)  Reach or frequency 
C)  Sales or profits 
D)  Defined or implied 
A)  Psychological or behavioral 
B)  Reach or frequency 
C)  Sales or profits 
D)  Defined or implied

Question 4

Relying on a single tool to communicate with customers is often

Accepted Answer

A)  ineffective. 
B)  cost-effective. 
C)  the optimal approach to promotional spending. 
D)  a properly-sequenced approach to promotions. 
A)  ineffective. 
B)  cost-effective. 
C)  the optimal approach to promotional spending. 
D)  a properly-sequenced approach to promotions.

Question 5

What is the primary focus of communications objectives?

Accepted Answer

A)  Non-sales behavior 
B)  Persuading customers to purchase a product or service 
C)  Reach and frequency 
D)  How well a promotional activity conveys information and meaning to a target market 
A)  Non-sales behavior 
B)  Persuading customers to purchase a product or service 
C)  Reach and frequency 
D)  How well a promotional activity conveys information and meaning to a target market

Why would smaller brands with less general brand recognition turn to direct marketing?

What is one of the major benefits of direct response advertising?

Promotional objectives can be stated using which types of metrics?

Relying on a single tool to communicate with customers is often

What is the primary focus of communications objectives?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 11: Promoting to Communicate With Customers

Why would smaller brands with less general brand recognition turn to direct marketing?

What is one of the major benefits of direct response advertising?

Promotional objectives can be stated using which types of metrics?

Relying on a single tool to communicate with customers is often

What is the primary focus of communications objectives?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters