Exam 13: Digital and Direct-Response Advertising

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Consumers who have opted in to receive regular e-mail from a business indicate they derive more satisfaction from the relationship than those who do not make that choice.

(True/False)

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Question 61

Which of the following is NOT an organization involved in the direct-mail list process?

(Multiple Choice)

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Question 62

Internet and commercial Web sites provide marketers opportunities to engage prospective consumers.

(True/False)

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Question 63

Now that we are in the twenty-first century, who is apparently in charge in the marketplace?

(Multiple Choice)

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Question 64

Victoria's Secret owes much of its success and sales to its popular catalog and, like other catalogers, to its e-commerce site.

(True/False)

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Question 65

Digital is creating a public relations problem for marketers trying to reach consumers because of privacy concerns over the collection and use of personal data.

(True/False)

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(34)

Question 66

Search, referred to as keyword advertising, is expected to help to double digital advertising revenues by 2015.

(True/False)

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Question 67

According to Advertising Age, in 2009, the top display advertiser on the Internet was:

(Multiple Choice)

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Question 68

Discuss the various advantages that the CRM concept offers businesses when they are able to combine with the use of sophisticated software and the Internet.

(Essay)

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Question 69

Believe it or not, catalogs-dating back to about 1500-may be the most popular form of direct-response media.

(True/False)

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Question 70

The key to successful direct response is:

(Multiple Choice)

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Question 71

Discuss the importance of list protection in direct-mail advertising.

(Essay)

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Question 72

Research indicates that 13- to 24-year-olds spend more time on which of the following rather than on traditional media?

(Multiple Choice)

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(31)

Question 73

Interactive home shopping on networks, such as QVX and HSN, are expected to fundamentally change general retailing in the next 20 years.

(True/False)

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(40)

Question 74

The key to CRM and to fully utilizing the benefits of database marketing is:

(Multiple Choice)

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Question 75

If you wanted to reach consumers under the age of 18, you might want to place your Internet advertising during which daypart?

(Multiple Choice)

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Question 76

During the past 25 years, marketers have moved toward a more ________ relationship with their customers.

(Short Answer)

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Question 77

Advantages of using digital media include all of the following EXCEPT:

(Multiple Choice)

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Question 78

Above all else, interactive technology has provided businesses with the capability of:

(Multiple Choice)

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Question 79

While advertisers recognize the potential in mobile, the number one drawback is:

(Multiple Choice)

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Question 80

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Exam 13: Digital and Direct-Response Advertising

Consumers who have opted in to receive regular e-mail from a business indicate they derive more satisfaction from the relationship than those who do not make that choice.

Which of the following is NOT an organization involved in the direct-mail list process?

Internet and commercial Web sites provide marketers opportunities to engage prospective consumers.

Now that we are in the twenty-first century, who is apparently in charge in the marketplace?

Victoria's Secret owes much of its success and sales to its popular catalog and, like other catalogers, to its e-commerce site.

Digital is creating a public relations problem for marketers trying to reach consumers because of privacy concerns over the collection and use of personal data.

Search, referred to as keyword advertising, is expected to help to double digital advertising revenues by 2015.

According to Advertising Age, in 2009, the top display advertiser on the Internet was:

Discuss the various advantages that the CRM concept offers businesses when they are able to combine with the use of sophisticated software and the Internet.

Believe it or not, catalogs-dating back to about 1500-may be the most popular form of direct-response media.

The key to successful direct response is:

Discuss the importance of list protection in direct-mail advertising.

Research indicates that 13- to 24-year-olds spend more time on which of the following rather than on traditional media?

Interactive home shopping on networks, such as QVX and HSN, are expected to fundamentally change general retailing in the next 20 years.

The key to CRM and to fully utilizing the benefits of database marketing is:

If you wanted to reach consumers under the age of 18, you might want to place your Internet advertising during which daypart?

During the past 25 years, marketers have moved toward a more ________ relationship with their customers.

Advantages of using digital media include all of the following EXCEPT:

Above all else, interactive technology has provided businesses with the capability of:

While advertisers recognize the potential in mobile, the number one drawback 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