Question 1

Careless use of the e-mail took can earn one's company the label of ____________.

Accepted Answer

A)  junk mailer 
B)  telemarketer 
C)  spammer 
D)  netiquette 
A)  junk mailer 
B)  telemarketer 
C)  spammer 
D)  netiquette

Question 2

Marketing databases are used by businesses for three concrete tasks or specific applications.Identify and define all three.

Accepted Answer

Businesses use marketing databases in at

Question 3

A marketing manager for a company that packages vacations to exotic locations uses a variety of media to promote these trips,including social media,infomercials,and direct mail.One of the primary objectives is integration.This is because if these programs are integrated,the manager can:

Accepted Answer

A)  cut the cost of communicating with audiences. 
B)  easily measure results. 
C)  make the program more effective than the sum of its parts. 
D)  eliminate the need to tailor specific messages to specific audiences. 
A)  cut the cost of communicating with audiences. 
B)  easily measure results. 
C)  make the program more effective than the sum of its parts. 
D)  eliminate the need to tailor specific messages to specific audiences.

Question 4

In evaluating direct marketing programs,which of the following are frequently used measures?

Accepted Answer

A)  Cost per media and cost per consumer 
B)  Cost per rating point and cost per share 
C)  Cost per thousand and cost per million 
D)  Cost per inquiry and cost per order 
A)  Cost per media and cost per consumer 
B)  Cost per rating point and cost per share 
C)  Cost per thousand and cost per million 
D)  Cost per inquiry and cost per order

Question 5

A company has a mailing list,but they are collecting information directly from individual consumers as well.They are in the process of developing:

Accepted Answer

A)  a marketing database. 
B)  an external mailing list. 
C)  a geo-demographic data source. 
D)  a single-source tracking study. 
A)  a marketing database. 
B)  an external mailing list. 
C)  a geo-demographic data source. 
D)  a single-source tracking study.

Question 6

One disadvantage of direct marketing is that it has no way to identify and target specific segments of the population.

Accepted Answer

A) True 
 B)False

Question 7

Likely related to consumer privacy concerns,direct mail and/or direct e-mail marketers should be prepared for the:

Accepted Answer

A)  limited ability to test executions. 
B)  lack of creative options. 
C)  inaccuracy of addresses or e-mail addresses on mailing lists. 
D)  consumers' distrust in mailed advertising. 
A)  limited ability to test executions. 
B)  lack of creative options. 
C)  inaccuracy of addresses or e-mail addresses on mailing lists. 
D)  consumers' distrust in mailed advertising.

Question 8

Advertisers invest nearly $9 billion annually in direct-mail programs.

Accepted Answer

A) True 
 B)False

Question 9

Discuss why the role of personal selling is a critical one in the direct marketing tool kit,and briefly explain the three types of personal selling.

Accepted Answer

Personal selling is critically important

Question 10

Marketing databases can be expanded by adding _________ data,which allows for a more qualitative assessment of a customer's general lifestyle,interests,and options.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  telegraphic 
D)  geo-demographic 
A)  demographic 
B)  psychographic 
C)  telegraphic 
D)  geo-demographic

Question 11

Scenario 17-1
American Profile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it resides-all from its Web browser. Thus, American Profile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time. 
-(Scenario 17-1)An important legal and ethical issue relevant to this scenario is the importance of:

Accepted Answer

A)  abstaining from sharing their information with third parties without permission. 
B)  making the site appear independent from commercial sponsors. 
C)  having creative salespeople call visitors and ask about such concerns. 
D)  enhancing the final mailing list with nothing more than demographic data. 
A)  abstaining from sharing their information with third parties without permission. 
B)  making the site appear independent from commercial sponsors. 
C)  having creative salespeople call visitors and ask about such concerns. 
D)  enhancing the final mailing list with nothing more than demographic data.

Question 12

_________ lists are the starting point for developing better relationships with current customers,whereas __________ lists help an organization cultivate new business.

Accepted Answer

A)  internal; external 
B)  demographic; psychographic 
C)  external; internal 
D)  psychographic; demographic 
A)  internal; external 
B)  demographic; psychographic 
C)  external; internal 
D)  psychographic; demographic

Question 13

Scenario 17-1
American Profile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it resides-all from its Web browser. Thus, American Profile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time. 
-(Scenario 17-1)The idea behind promoting American Profile is to show companies that gathering information about visitors' households and lifestyles through its website is a crucial step in building a:

Accepted Answer

A)  selection of testimonials. 
B)  creative selling strategy. 
C)  marketing database. 
D)  core team of functional specialists. 
A)  selection of testimonials. 
B)  creative selling strategy. 
C)  marketing database. 
D)  core team of functional specialists.

Question 14

Marketers in many fields are offering frequency-marketing programs that __________________.

Accepted Answer

A)  test internal mailing lists 
B)  offer concrete rewards to frequent customers 
C)  comprise an external mailing list 
D)  need a salesperson to help implement 
A)  test internal mailing lists 
B)  offer concrete rewards to frequent customers 
C)  comprise an external mailing list 
D)  need a salesperson to help implement

Question 15

Personal selling is:

Accepted Answer

A)  traditionally face-to-face communication and persuasion related to a sale of a product or service, but adapting to be virtual as well. 
B)  now exclusively digital or technology mediated, although its origin was face-to-face. 
C)  easier to conduct than any other marketing function 
D)  the most controversial form of direct marketing 
A)  traditionally face-to-face communication and persuasion related to a sale of a product or service, but adapting to be virtual as well. 
B)  now exclusively digital or technology mediated, although its origin was face-to-face. 
C)  easier to conduct than any other marketing function 
D)  the most controversial form of direct marketing

Question 16

The evolution of direct marketing can be seen by the history of some brands; among catalog marketers,few are more exemplary than L.L.Bean.

Accepted Answer

A) True 
 B)False

Question 17

Because advertising conducted in direct marketing campaigns is typified by this emphasis on immediate response,it is commonly referred to as _____________.

Accepted Answer

A)  cross-selling 
B)  direct response advertising 
C)  instant gratification 
D)  instant commerce 
A)  cross-selling 
B)  direct response advertising 
C)  instant gratification 
D)  instant commerce

Question 18

Creative selling is the type of selling in which customers rely heavily on the salesperson for technical information,advice,and service.

Accepted Answer

A) True 
 B)False

Question 19

What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?

Accepted Answer

According to the Direct Marketing Associ

Question 20

An RFM analysis is used to:

Accepted Answer

A)  determine which products or services are most popular. 
B)  identify the most loyal customers. 
C)  track the replies from direct mail pieces. 
D)  compare the efficiencies of various direct marketing programs. 
A)  determine which products or services are most popular. 
B)  identify the most loyal customers. 
C)  track the replies from direct mail pieces. 
D)  compare the efficiencies of various direct marketing programs.

Careless use of the e-mail took can earn one's company the label of ____________.

Marketing databases are used by businesses for three concrete tasks or specific applications.Identify and define all three.

A marketing manager for a company that packages vacations to exotic locations uses a variety of media to promote these trips,including social media,infomercials,and direct mail.One of the primary objectives is integration.This is because if these programs are integrated,the manager can:

In evaluating direct marketing programs,which of the following are frequently used measures?

A company has a mailing list,but they are collecting information directly from individual consumers as well.They are in the process of developing:

One disadvantage of direct marketing is that it has no way to identify and target specific segments of the population.

Likely related to consumer privacy concerns,direct mail and/or direct e-mail marketers should be prepared for the:

Advertisers invest nearly $9 billion annually in direct-mail programs.

Discuss why the role of personal selling is a critical one in the direct marketing tool kit,and briefly explain the three types of personal selling.

Marketing databases can be expanded by adding _________ data,which allows for a more qualitative assessment of a customer's general lifestyle,interests,and options.

_ lists are the starting point for developing better relationships with current customers,whereas __ lists help an organization cultivate new business.

Marketers in many fields are offering frequency-marketing programs that __________________.

Personal selling is:

The evolution of direct marketing can be seen by the history of some brands; among catalog marketers,few are more exemplary than L.L.Bean.

Because advertising conducted in direct marketing campaigns is typified by this emphasis on immediate response,it is commonly referred to as _____________.

Creative selling is the type of selling in which customers rely heavily on the salesperson for technical information,advice,and service.

What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?

An RFM analysis is used to:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Exam 17: Integrating Direct Marketing and Personal Selling

Careless use of the e-mail took can earn one's company the label of ____________.

Marketing databases are used by businesses for three concrete tasks or specific applications.Identify and define all three.

A marketing manager for a company that packages vacations to exotic locations uses a variety of media to promote these trips,including social media,infomercials,and direct mail.One of the primary objectives is integration.This is because if these programs are integrated,the manager can:

In evaluating direct marketing programs,which of the following are frequently used measures?

A company has a mailing list,but they are collecting information directly from individual consumers as well.They are in the process of developing:

One disadvantage of direct marketing is that it has no way to identify and target specific segments of the population.

Likely related to consumer privacy concerns,direct mail and/or direct e-mail marketers should be prepared for the:

Advertisers invest nearly $9 billion annually in direct-mail programs.

Discuss why the role of personal selling is a critical one in the direct marketing tool kit,and briefly explain the three types of personal selling.

Marketing databases can be expanded by adding _________ data,which allows for a more qualitative assessment of a customer's general lifestyle,interests,and options.

_________ lists are the starting point for developing better relationships with current customers,whereas __________ lists help an organization cultivate new business.

Marketers in many fields are offering frequency-marketing programs that __________________.

Personal selling is:

The evolution of direct marketing can be seen by the history of some brands; among catalog marketers,few are more exemplary than L.L.Bean.

Because advertising conducted in direct marketing campaigns is typified by this emphasis on immediate response,it is commonly referred to as _____________.

Creative selling is the type of selling in which customers rely heavily on the salesperson for technical information,advice,and service.

What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?

An RFM analysis is used to:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Public Relations, influencer Marketing, and Corporate Advertising

Filters

_ lists are the starting point for developing better relationships with current customers,whereas __ lists help an organization cultivate new business.