Question 1

The major role of business magazines in direct-response marketing is to:

Accepted Answer

A) provide leads for personal salespeople or telemarketers. 
B) combine generic feel of direct response with traditional advertising virtues. 
C) provide impact that matches TV. 
D) drive traffic to the Web site. 
E) assist with a radio campaign. 
A) provide leads for personal salespeople or telemarketers. 
B) combine generic feel of direct response with traditional advertising virtues. 
C) provide impact that matches TV. 
D) drive traffic to the Web site. 
E) assist with a radio campaign.

Question 2

Which of the following pertains to youth audiences and the Internet?

Accepted Answer

A) spend more time watching television than using the Internet 
B) spend more time using it than watching television 
C) spend twice as much time using their phones than using the Internet 
D) spend more time reading than using the Internet 
E) spend more time doing school work than using the Internet 
A) spend more time watching television than using the Internet 
B) spend more time using it than watching television 
C) spend twice as much time using their phones than using the Internet 
D) spend more time reading than using the Internet 
E) spend more time doing school work than using the Internet

Question 3

________ refers to the process that starts with knowledgeable customer service representatives, correct merchandise that is shipped promptly and, in the event of mistakes, the rapid and fair dealings with the customer.

Accepted Answer

The answer of ________ refers to the process that starts...

Question 4

Which of the following summarizes the role digital plays well in marketing?

Accepted Answer

A) complementary in integrated campaigns 
B) information source only 
C) fine in entertainment and sports campaigns 
D) virtually has no role 
E) stands alone and is superiors in integrated campaigns 
A) complementary in integrated campaigns 
B) information source only 
C) fine in entertainment and sports campaigns 
D) virtually has no role 
E) stands alone and is superiors in integrated campaigns

Question 5

The AAAA, ANA, and DMA have cooperated to establish:

Accepted Answer

A) guidelines that allow them to acquire e-mail addresses through automated systems without permission of consumers. 
B) an electronic feature that delays removal of names from e-mail lists. 
C) a set of self-regulating guidelines that protect use of legitimate e-mail marketing. 
D) guidelines that allow them to provide e-mail lists to unrelated third parties. 
E) civil penalties for the sale or transfer of mailing lists. 
A) guidelines that allow them to acquire e-mail addresses through automated systems without permission of consumers. 
B) an electronic feature that delays removal of names from e-mail lists. 
C) a set of self-regulating guidelines that protect use of legitimate e-mail marketing. 
D) guidelines that allow them to provide e-mail lists to unrelated third parties. 
E) civil penalties for the sale or transfer of mailing lists.

Question 6

For a company with a good product but limited capital, PI (per inquiry)advertising is very beneficial because it allows advertisers to share their risk with the medium.

Accepted Answer

A) True 
 B)False

Question 7

Advantages for international companies that use the Internet globally include all of the following EXCEPT:

Accepted Answer

A) ease of receiving orders from consumers worldwide without incurring extra expenses. 
B) relative simplicity of executing localized strategies on a global basis. 
C) ease of providing information about their products in other countries without incurring extra expenses. 
D) for academic institutions, savings in materials and mailing costs because application materials can be put online. 
E) option to advertise on search engines like Google or Yahoo! or pay to receive favorable placement. 
A) ease of receiving orders from consumers worldwide without incurring extra expenses. 
B) relative simplicity of executing localized strategies on a global basis. 
C) ease of providing information about their products in other countries without incurring extra expenses. 
D) for academic institutions, savings in materials and mailing costs because application materials can be put online. 
E) option to advertise on search engines like Google or Yahoo! or pay to receive favorable placement.

Question 8

Many online promoters must deal with three groups of prospects. Describe each group and their needs.

Accepted Answer

The three groups of prospects that onlin

Question 9

Which of the following is NOT a key for catalog sellers to successfully move a prospect into being a buyer?

Accepted Answer

A) spend whatever it takes to capture their attention 
B) have exciting creative executions 
C) have a product or service that appeals to consumers 
D) reach a targeted group of prospects with limited waste circulation 
E) have excellent fulfillment and customer service reputations 
A) spend whatever it takes to capture their attention 
B) have exciting creative executions 
C) have a product or service that appeals to consumers 
D) reach a targeted group of prospects with limited waste circulation 
E) have excellent fulfillment and customer service reputations

Question 10

Match between columns
                        Premises: Audience is about 280 million subscribers and advertising expenditures are likely to triple by 2014.
They consist of people who have previously responded to a direct mail offer; because they are more productive, rental charges are higher.
Inherently, radio as an advertising medium suffers from its lack of this key advertising characteristic.
Small in relation to other forms of digital marketing vehicles, yet these sites have caught the attention of marketers.
A predictive model combining recent purchasing activity and consumer profiling to arrive at a relatively accurate picture of what will be purchased in the future and what will move a customer to buy.
Provide a win-win vehicle for advertisers and users, especially in developing new customer databases
Distinct periods of time when people are using the Internet.
A message format included when a product is shipped, typically to proven direct-marketing users.
He is credited with providing the foundation of formal advertising research; based his findings on results of direct mail and direct-response offers.
An alternate method of compensating media, often used for direct-response TV advertising efforts during fringe time.
A sophisticated research process that uses computer technology to sort through large amounts of data to find personal information and purchase behavior and cross-check that information in order to gain new customer insights, market segments, and patterns of behavior.
Companies that send unsolicited promotional messages and advertisements to consumers, hoping to stimulate purchases.
In this more personal relationship with customers, products and messages are tailored to expressed interests of individuals.
Usually associated with online promotion or advertising efforts, this procedure is used by recipients to tell senders you no longer want to receive their messages.
This pioneer sold scientific books by mail in the 1740s.

Accepted Answer

The Answer of response lists and Claude Hopkins and broadband is...

Question 11

Virtually every advertiser is using techniques learned from this discipline as a key ingredient of marketing strategies:

Accepted Answer

A) TV. 
B) newspapers. 
C) direct response. 
D) radio. 
E) out-of-home advertising. 
A) TV. 
B) newspapers. 
C) direct response. 
D) radio. 
E) out-of-home advertising.

Question 12

Which of the following is NOT an objective for a direct-response campaign?

Accepted Answer

A) to solicit and/or close a sale 
B) to undersell competition 
C) to generate sales leads 
D) to generate traffic 
E) to provide prospects with a means to request product information 
A) to solicit and/or close a sale 
B) to undersell competition 
C) to generate sales leads 
D) to generate traffic 
E) to provide prospects with a means to request product information

Question 13

Which of the following brands has the most social network fans?

Accepted Answer

A) Pepsi-Cola 
B) Coca-Cola 
C) Nutella 
D) Starbucks 
E) Kraft 
A) Pepsi-Cola 
B) Coca-Cola 
C) Nutella 
D) Starbucks 
E) Kraft

Question 14

Which of the following are prospects for online promotions?

Accepted Answer

A) earnest purchasers 
B) first-time purchasers 
C) information seekers 
D) cost-conscious purchasers 
E) quality-conscious shoppers 
A) earnest purchasers 
B) first-time purchasers 
C) information seekers 
D) cost-conscious purchasers 
E) quality-conscious shoppers

Question 15

Which of the following is NOT-from an advertising and marketing perspective-how Internet and commercial Web sites are being used?

Accepted Answer

A) as a source of direct sales 
B) as a source of advertising-supported communication 
C) as a stop-gap on freedom of the press 
D) as a source of marketing and promotional information 
E) as a builder of consumer engagement 
A) as a source of direct sales 
B) as a source of advertising-supported communication 
C) as a stop-gap on freedom of the press 
D) as a source of marketing and promotional information 
E) as a builder of consumer engagement

Question 16

For 2009, it is estimated that ________ percent of the U.S. population used the Internet.

Accepted Answer

A) 34 
B) 44 
C) 64 
D) 74 
E) 84 
A) 34 
B) 44 
C) 64 
D) 74 
E) 84

Question 17

Research indicates, especially among young adults and youth audiences, surfing the Web and "watching" time is common.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following are among the advantages that digital media offer advertisers?

Accepted Answer

A) assured results 
B) consumers with more time to scan messages 
C) flexible media 
D) means of formal communication with customers 
E) assurance of confidentiality for customers 
A) assured results 
B) consumers with more time to scan messages 
C) flexible media 
D) means of formal communication with customers 
E) assurance of confidentiality for customers

Question 19

According to some research, the major challenge for online promoters is to:

Accepted Answer

A) make prospective purchasers happy. 
B) provide information that is eye-appealing. 
C) move the shopper to a buyer. 
D) reduce the clutter. 
E) overcome the online user's impatience. 
A) make prospective purchasers happy. 
B) provide information that is eye-appealing. 
C) move the shopper to a buyer. 
D) reduce the clutter. 
E) overcome the online user's impatience.

Question 20

Another term used for the mail house in the direct-mail process is ________.

Accepted Answer

The answer of Another term used for the mail house...

Exam 13: Digital and Direct-Response Advertising

The major role of business magazines in direct-response marketing is to:

Which of the following pertains to youth audiences and the Internet?

________ refers to the process that starts with knowledgeable customer service representatives, correct merchandise that is shipped promptly and, in the event of mistakes, the rapid and fair dealings with the customer.

Which of the following summarizes the role digital plays well in marketing?

The AAAA, ANA, and DMA have cooperated to establish:

For a company with a good product but limited capital, PI (per inquiry)advertising is very beneficial because it allows advertisers to share their risk with the medium.

Advantages for international companies that use the Internet globally include all of the following EXCEPT:

Many online promoters must deal with three groups of prospects. Describe each group and their needs.

Which of the following is NOT a key for catalog sellers to successfully move a prospect into being a buyer?

Virtually every advertiser is using techniques learned from this discipline as a key ingredient of marketing strategies:

Which of the following is NOT an objective for a direct-response campaign?

Which of the following brands has the most social network fans?

Which of the following are prospects for online promotions?

Which of the following is NOT-from an advertising and marketing perspective-how Internet and commercial Web sites are being used?

For 2009, it is estimated that ________ percent of the U.S. population used the Internet.

Research indicates, especially among young adults and youth audiences, surfing the Web and "watching" time is common.

Which of the following are among the advantages that digital media offer advertisers?

According to some research, the major challenge for online promoters is to:

Another term used for the mail house in the direct-mail process is ________.

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