Exam 16: Direct-Response

Gutter Guys is a gutter installation company in Southern California that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers. Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?

Which of the following is a true statement about catalogs?

Theo is implementing the direct marketing process in his business. Currently, he is conducting marketing research, segmenting and targeting markets, and setting objectives. Which step in the direct marketing process is he implementing?

Which of the following is NOT an objective of a marketing database?

What is the focus of most direct marketing communications?

The ________ regulates e-mail marketing.

The database marketing process begins with a sale.

Which type of direct-marketing list is the most valuable list to a marketer?

Refer to the passage below to answer the questions that follow. Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline of the ad says "Serious Sun Protection" surprinted over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, the comfort of the company's clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a web address. -Which of the following best describes the type of advertising described in this scenario?

Which of the following refers to the percentage of direct marketing contacts who actually act on a direct marketing communication?

Unwanted e-mail is known as spam.

Refer to the passage below to answer the questions that follow. Proactive Solution is a skincare system to help people with acne. Proactive was originally sold only through direct marketing. The consumer had to enroll in the Proactive Solution Clear Skin Club. However, now some large malls have kiosks selling Proactive Solution products without the club membership, but the prices are much higher. Proactive 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. -Name and describe the type of advertising that Proactive Solution uses to promote and sell its product.

During the ________ step of the direct-marketing process, the DMC campaign must communicate benefits to buyers by answering the enduring question: "What's in it for me?"

Direct-response marketing is a growth area because it is easy to evaluate its effectiveness.

Name and describe the four types of agencies involved in direct-response advertising.

Combining direct-mail lists is known as ________.

What marketing challenge faced the GEICO campaign as described in the chapter's opening vignette?

In direct marketing, service firms are agencies that specialize in supplying printing, mailing, and list brokering.

Which of the following is NOT a protection included in the Telemarketing Sales Rule enacted by the Federal Trade Commission in 1995?

In some foreign countries, government regulations of the postal service place limitations on the use of direct mail.