Question 1

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 B

Question 2

Which of the following is the natural, logical extension of long-form infomercials?

Accepted Answer

A) reality TV 
B) Tupperware parties 
C) discount clubs such as Costco 
D) QVC network 
E) lower ratings 
A) reality TV 
B) Tupperware parties 
C) discount clubs such as Costco 
D) QVC network 
E) lower ratings D

Question 3

Discuss the five distinct Internet dayparts and some practical considerations for businesses using Internet to advertise.

Accepted Answer

The five distinct Internet dayparts are:

1. Early Morning (6am-9am): This is when people are waking up and checking their emails, social media, and news sites before starting their day. Businesses can target this time to reach early risers and professionals who are planning their day.

2. Daytime (9am-5pm): This is when people are at work or school, so they may be checking the Internet during breaks or lunchtime. Businesses can target this time to reach professionals and students who are looking for information or entertainment during their downtime.

3. Evening (5pm-8pm): This is when people are winding down from their day and may be browsing the Internet for news, entertainment, or shopping. Businesses can target this time to reach consumers who are looking for products or services to purchase.

4. Primetime (8pm-11pm): This is when people are relaxing at home and may be spending more time on the Internet for entertainment, socializing, or shopping. Businesses can target this time to reach a wide range of consumers who are more likely to engage with online content.

5. Late Night (11pm-6am): This is when people are winding down for bed and may be checking the Internet for last-minute information or entertainment. Businesses can target this time to reach night owls and insomniacs who are still active online.

Some practical considerations for businesses using the Internet to advertise during these dayparts include:

- Understanding the target audience's online behavior and preferences during each daypart
- Tailoring ad content and messaging to align with the specific needs and interests of the audience during each daypart
- Utilizing analytics and data to track the effectiveness of ads during different dayparts and adjusting strategies accordingly
- Considering the time zone differences for a global audience and adjusting ad schedules accordingly
- Testing and experimenting with different daypart strategies to find the most effective approach for reaching and engaging the target audience.

Question 4

List and discuss the pros and cons direct response offers marketers in the twenty-first century.

Accepted Answer

Direct response marketing offers several

Question 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

Among the downsides to use of direct response in marketing is:

Accepted Answer

A) difficulty in building an ongoing relationship with primary targets impossible to reach through traditional media. 
B) difficulty in personalizing messages. 
C) difficulty of pinpointing prospects on a demographic basis. 
D) high cost per contact. 
E) difficulty in pinpointing prospects on a geographical basis. 
A) difficulty in building an ongoing relationship with primary targets impossible to reach through traditional media. 
B) difficulty in personalizing messages. 
C) difficulty of pinpointing prospects on a demographic basis. 
D) high cost per contact. 
E) difficulty in pinpointing prospects on a geographical basis.

Question 8

When NBC began an online-only series, Star Tomorrow, it was trying to:

Accepted Answer

A) creatively use the Internet and cross-media deals to attract advertisers. 
B) reduce production costs for content. 
C) transition to a purely digital networking scheme. 
D) pre-sell consumers on pilot programs for new broadcast TV series. 
E) drum up votes for people they wanted to advance to the next round. 
A) creatively use the Internet and cross-media deals to attract advertisers. 
B) reduce production costs for content. 
C) transition to a purely digital networking scheme. 
D) pre-sell consumers on pilot programs for new broadcast TV series. 
E) drum up votes for people they wanted to advance to the next round.

Question 9

In direct response, the objective of ________ is likely to be met when an advertisement provides detailed information about the product but no order form.

Accepted Answer

The answer of In direct response, the objective of ________...

Question 10

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 11

List and describe the advantages of, and most used forms of, direct-response television.

Accepted Answer

Direct-response television (DRTV) is a f

Question 12

Predictive models of consumer purchase behavior that allow advertisers to combine recent purchasing activity and consumer profiling are:

Accepted Answer

A) data mapping. 
B) behavior contours. 
C) behavior maps. 
D) data mining. 
E) data stripping. 
A) data mapping. 
B) behavior contours. 
C) behavior maps. 
D) data mining. 
E) data stripping.

Question 13

To merge and purge lists in order to enhance their quality is the primary job of the:

Accepted Answer

A) service bureau. 
B) list broker. 
C) list manager. 
D) lettershop. 
E) response lists. 
A) service bureau. 
B) list broker. 
C) list manager. 
D) lettershop. 
E) response lists.

Question 14

Direct-response TV utilizes all of the following EXCEPT:

Accepted Answer

A) 800-series numbers and/or Internet ordering. 
B) the traditional 30-second format with a tagline containing ordering information. 
C) program-length infomercials featuring well-known personalities, slick production, and blanket coverage during specific dayparts. 
D) 2- to 3-minute commercials. 
E) easily identified sponsors' names. 
A) 800-series numbers and/or Internet ordering. 
B) the traditional 30-second format with a tagline containing ordering information. 
C) program-length infomercials featuring well-known personalities, slick production, and blanket coverage during specific dayparts. 
D) 2- to 3-minute commercials. 
E) easily identified sponsors' names.

Question 15

Selling directly to consumers was practiced in this country as early as 1740, when Montgomery Ward sold scientific books by mail.

Accepted Answer

A) True 
 B)False

Question 16

The primary concern of database marketing is how to use information to predict future purchases.

Accepted Answer

A) True 
 B)False

Question 17

________ uses a variety of vehicles; compared to other digital marketing, it holds lots of promise for companies selling products and services.

Accepted Answer

Social med

Question 18

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 19

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

Accepted Answer

A) True 
 B)False

Question 20

Magazines are almost perfect for many direct marketers because of their audience selectivity and high reach among prospects who likely are not heavy users of other media.

Accepted Answer

A) True 
 B)False

Exam 13: Digital and Direct-Response Advertising

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

Which of the following is the natural, logical extension of long-form infomercials?

Discuss the five distinct Internet dayparts and some practical considerations for businesses using Internet to advertise.

List and discuss the pros and cons direct response offers marketers in the twenty-first century.

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

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

Among the downsides to use of direct response in marketing is:

When NBC began an online-only series, Star Tomorrow, it was trying to:

In direct response, the objective of ________ is likely to be met when an advertisement provides detailed information about the product but no order form.

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

List and describe the advantages of, and most used forms of, direct-response television.

Predictive models of consumer purchase behavior that allow advertisers to combine recent purchasing activity and consumer profiling are:

To merge and purge lists in order to enhance their quality is the primary job of the:

Direct-response TV utilizes all of the following EXCEPT:

Selling directly to consumers was practiced in this country as early as 1740, when Montgomery Ward sold scientific books by mail.

The primary concern of database marketing is how to use information to predict future purchases.

________ uses a variety of vehicles; compared to other digital marketing, it holds lots of promise for companies selling products and services.

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

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

Magazines are almost perfect for many direct marketers because of their audience selectivity and high reach among prospects who likely are not heavy users of other media.

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