Question 1

List and discuss the pros and cons of digital media in the twenty-first century.

Accepted Answer

Digital media in the twenty-first centur

Question 2

As catalogers move into online options, which of the following statements is untrue?

Accepted Answer

A) Catalogers must integrate multiple channels so they work effectively together. 
B) Catalogers must deal effectively with a customer-controlled online environment and find ways to encourage prospects to visit their Web sites. 
C) Catalogers may find relief from related production and postage costs. 
D) Catalogers must embrace the concept of the data warehouse to integrate information into a single transaction history, regardless of what channels a customer uses. 
E) Catalogers must establish the fact that although a new medium, they are trustworthy. 
A) Catalogers must integrate multiple channels so they work effectively together. 
B) Catalogers must deal effectively with a customer-controlled online environment and find ways to encourage prospects to visit their Web sites. 
C) Catalogers may find relief from related production and postage costs. 
D) Catalogers must embrace the concept of the data warehouse to integrate information into a single transaction history, regardless of what channels a customer uses. 
E) Catalogers must establish the fact that although a new medium, they are trustworthy.

Question 3

A major concern for consumers using the Internet is the amount of ________, or unsolicited, usually unwanted online messages or advertisements companies send them.

Accepted Answer

The answer of A major concern for consumers using the...

Question 4

Describe the challenges direct-mail advertisers face.

Accepted Answer

Direct-mail advertisers face several cha

Question 5

Among the advantages of using direct response in marketing is:

Accepted Answer

A) the potential to reach virtually any audience based on prospective psychographic characteristics. 
B) it is inexpensive. 
C) it is highly measurable. 
D) the ease of maintaining prospect lists. 
E) privacy is easily maintained. 
A) the potential to reach virtually any audience based on prospective psychographic characteristics. 
B) it is inexpensive. 
C) it is highly measurable. 
D) the ease of maintaining prospect lists. 
E) privacy is easily maintained.

Question 6

Briefly describe the evolution in marketing that has transpired in the past 25 years as marketers have moved toward more personal relationships with their customers.

Accepted Answer

Over the past 25 years, there has been a

Question 7

The primary reasons why radio has NOT had a role in direct-response marketing to date is:

Accepted Answer

A) failure to deliver targets audiences. 
B) failure to provide niche programming. 
C) lack of visuals. 
D) lack of interactivity. 
E) inappropriate radio personalities. 
A) failure to deliver targets audiences. 
B) failure to provide niche programming. 
C) lack of visuals. 
D) lack of interactivity. 
E) inappropriate radio personalities.

Question 8

E-mail, telemarketing and various other direct-marketing approaches have not, so far, deposed direct mail as a primary advertising vehicle.

Accepted Answer

A) True 
 B)False

Question 9

A core principle of direct-response and Internet marketing is ________ in which customers feel empowered by interactive media and use that empowerment in a proactive fashion, resulting in a loss of control for businesses but a higher percentage of prospects than in mass advertising.

Accepted Answer

customer r

Question 10

Research on dayparts reveals that Internet users in the evenings and on weekends are likely to spend much more time on which of the following type(s)of programming?

Accepted Answer

A) self-improvement 
B) information 
C) entertainment and sports 
D) news 
E) personal ads 
A) self-improvement 
B) information 
C) entertainment and sports 
D) news 
E) personal ads

Question 11

One the most successful revenue producing forms of advertising formats is the infomercial.

Accepted Answer

A) True 
 B)False

Question 12

The leading video sharing site is:

Accepted Answer

A) Facebook. 
B) YouTube. 
C) Bing. 
D) Kodak EasyShare. 
E) MySpace. 
A) Facebook. 
B) YouTube. 
C) Bing. 
D) Kodak EasyShare. 
E) MySpace.

Question 13

CRM provides several advantages to business although some control of the consumer is sacrificed.

Accepted Answer

A) True 
 B)False

Question 14

________ is the Internet daypart with the largest audience in terms of size and number of minutes of usage.

Accepted Answer

The answer of ________ is the Internet daypart with the...

Question 15

Which if the following is the most important element of e-mail elements to test?

Accepted Answer

A) timing 
B) design 
C) calls to action 
D) subject lines 
E) body copy 
A) timing 
B) design 
C) calls to action 
D) subject lines 
E) body copy

Question 16

Research in direct mail began in the early 1920s when personal computers were introduced.

Accepted Answer

A) True 
 B)False

Question 17

For the last 25 years, marketers have moved toward more personal relationships with customers, moving from marketing to broad demographic categories to the next phase of focusing on more narrowly defined:

Accepted Answer

A) one-to-one marketing. 
B) niche marketing. 
C) category marketing. 
D) community or group marketing. 
E) integrated marketing communications. 
A) one-to-one marketing. 
B) niche marketing. 
C) category marketing. 
D) community or group marketing. 
E) integrated marketing communications.

Question 18

Research is indicating that online audience members reduce their use of traditional media and also use traditional media less often than people who are not online.

Accepted Answer

A) True 
 B)False

Question 19

Advertising is usually used as one step in the process of building awareness and brand equity that could lead to a future sale, whereas direct response's main purpose is to:

Accepted Answer

A) make the customer fully aware of a service or product. 
B) fit an appeal to the demographics of the prospect. 
C) create an immediate sale. 
D) fit an appeal to the psychographics of the prospect. 
E) verify the contact information on the purchased list. 
A) make the customer fully aware of a service or product. 
B) fit an appeal to the demographics of the prospect. 
C) create an immediate sale. 
D) fit an appeal to the psychographics of the prospect. 
E) verify the contact information on the purchased list.

Question 20

At the same time technology was changing marketing, the competitive environment was:

Accepted Answer

A) allowing increased profit margins for sellers. 
B) lowering customer expectations about brands. 
C) reducing distinctions among brands. 
D) lessening the need for customer service. 
E) lowering customer expectations about quality. 
A) allowing increased profit margins for sellers. 
B) lowering customer expectations about brands. 
C) reducing distinctions among brands. 
D) lessening the need for customer service. 
E) lowering customer expectations about quality.

Exam 13: Digital and Direct-Response Advertising

List and discuss the pros and cons of digital media in the twenty-first century.

As catalogers move into online options, which of the following statements is untrue?

A major concern for consumers using the Internet is the amount of ________, or unsolicited, usually unwanted online messages or advertisements companies send them.

Describe the challenges direct-mail advertisers face.

Among the advantages of using direct response in marketing is:

Briefly describe the evolution in marketing that has transpired in the past 25 years as marketers have moved toward more personal relationships with their customers.

The primary reasons why radio has NOT had a role in direct-response marketing to date is:

E-mail, telemarketing and various other direct-marketing approaches have not, so far, deposed direct mail as a primary advertising vehicle.

A core principle of direct-response and Internet marketing is ________ in which customers feel empowered by interactive media and use that empowerment in a proactive fashion, resulting in a loss of control for businesses but a higher percentage of prospects than in mass advertising.

Research on dayparts reveals that Internet users in the evenings and on weekends are likely to spend much more time on which of the following type(s)of programming?

One the most successful revenue producing forms of advertising formats is the infomercial.

The leading video sharing site is:

CRM provides several advantages to business although some control of the consumer is sacrificed.

________ is the Internet daypart with the largest audience in terms of size and number of minutes of usage.

Which if the following is the most important element of e-mail elements to test?

Research in direct mail began in the early 1920s when personal computers were introduced.

For the last 25 years, marketers have moved toward more personal relationships with customers, moving from marketing to broad demographic categories to the next phase of focusing on more narrowly defined:

Research is indicating that online audience members reduce their use of traditional media and also use traditional media less often than people who are not online.

Advertising is usually used as one step in the process of building awareness and brand equity that could lead to a future sale, whereas direct response's main purpose is to:

At the same time technology was changing marketing, the competitive environment was:

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