Question 1

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Accepted Answer

A) create fewer dot-coms. 
B) pay even more attention to branding. 
C) link more traditional media more prudently. 
D) avoid integration of online with their media mix. 
E) phish with Web sites that resemble their competitor's. 
A) create fewer dot-coms. 
B) pay even more attention to branding. 
C) link more traditional media more prudently. 
D) avoid integration of online with their media mix. 
E) phish with Web sites that resemble their competitor's.

Question 2

Restrictive legislation and regulations on the state and federal level have focused recently on:

Accepted Answer

A) coupons. 
B) Internet marketers. 
C) mall intercepts. 
D) direct mail. 
E) trading mailing lists. 
A) coupons. 
B) Internet marketers. 
C) mall intercepts. 
D) direct mail. 
E) trading mailing lists.

Question 3

When it comes to DRTV, which of the following would NOT be an inherent advantage?

Accepted Answer

A) shows product in use 
B) creates excitement for product demonstrations in realistic circumstances 
C) inexpensive way to rid TV of commercials 
D) significant way to test various product benefits and measure sales response 
E) almost immediate results compared to almost all other media F)time sensitivity related to a spot 
A) shows product in use 
B) creates excitement for product demonstrations in realistic circumstances 
C) inexpensive way to rid TV of commercials 
D) significant way to test various product benefits and measure sales response 
E) almost immediate results compared to almost all other media F)time sensitivity related to a spot

Question 4

According to Advertising Age, in 2008, the top digital advertising agency was:

Accepted Answer

A) Sapient. 
B) Digitas. 
C) IBM Interactive. 
D) Wunderman. 
E) General Motors. 
A) Sapient. 
B) Digitas. 
C) IBM Interactive. 
D) Wunderman. 
E) General Motors.

Question 5

Ethical e-mail marketers are advocating that:

Accepted Answer

A) they be allowed to send mass online messages with the proviso that consumers can then opt-out of future communication. 
B) there be no opt-out opportunity for consumers once they accept an initial e-mail. 
C) there be stringent opt-in requirements. 
D) they need not include their privacy policy in an e-mail or its link. 
E) all use of e-mail for commercial purposes be forbidden. 
A) they be allowed to send mass online messages with the proviso that consumers can then opt-out of future communication. 
B) there be no opt-out opportunity for consumers once they accept an initial e-mail. 
C) there be stringent opt-in requirements. 
D) they need not include their privacy policy in an e-mail or its link. 
E) all use of e-mail for commercial purposes be forbidden.

Question 6

What role do catalogs play in direct marketing, and what does the future hold for this type of direct-response selling?

Accepted Answer

Catalogs play a crucial role in direct m

Question 7

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Accepted Answer

A) more use of new communication technologies. 
B) less use of communication theories. 
C) a blending of old and new communication strategies and technologies. 
D) more use of tested communications theories. 
E) dropping all traditional methods and shifting to new technology. 
A) more use of new communication technologies. 
B) less use of communication theories. 
C) a blending of old and new communication strategies and technologies. 
D) more use of tested communications theories. 
E) dropping all traditional methods and shifting to new technology.

Question 8

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT true of direct mail as an advertising medium?

Accepted Answer

A) It represents 23% of U.S. advertising expenditures. 
B) Direct mail's share of direct response advertising will decrease in the future due to rising costs. 
C) The sheer volume of mail that households receive makes it difficult to gain a competitive advantage. 
D) As long as a business has a quality product and a competitive offer, the mailing list is not that important. 
E) Despite recent competition from e-mail, telemarketing, and other direct-marketing options, direct mail remains a primary advertising vehicle. 
A) It represents 23% of U.S. advertising expenditures. 
B) Direct mail's share of direct response advertising will decrease in the future due to rising costs. 
C) The sheer volume of mail that households receive makes it difficult to gain a competitive advantage. 
D) As long as a business has a quality product and a competitive offer, the mailing list is not that important. 
E) Despite recent competition from e-mail, telemarketing, and other direct-marketing options, direct mail remains a primary advertising vehicle.

Question 10

In direct mail, the list is the media plan.

Accepted Answer

A) True 
 B)False

Question 11

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

Accepted Answer

The answer of A form of package inserts, ________ are...

Question 12

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

Accepted Answer

A) True 
 B)False

Question 13

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

Accepted Answer

A) True 
 B)False

Question 14

One of the intriguing areas of media marketing gaining advertisers' attention is:

Accepted Answer

A) the dot-coms. 
B) e-mail. 
C) social networks. 
D) iPhone. 
E) iPad. 
A) the dot-coms. 
B) e-mail. 
C) social networks. 
D) iPhone. 
E) iPad.

Question 15

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Accepted Answer

The answer of ________ attempts to find those characteristics of...

Question 16

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

Accepted Answer

A) higher customer loyalty and retention. 
B) reduced costs for repairs. 
C) less need for Web site security. 
D) reduced manufacturing costs. 
E) less cross-selling. 
A) higher customer loyalty and retention. 
B) reduced costs for repairs. 
C) less need for Web site security. 
D) reduced manufacturing costs. 
E) less cross-selling.

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Restrictive legislation and regulations on the state and federal level have focused recently on:

When it comes to DRTV, which of the following would NOT be an inherent advantage?

According to Advertising Age, in 2008, the top digital advertising agency was:

Ethical e-mail marketers are advocating that:

What role do catalogs play in direct marketing, and what does the future hold for this type of direct-response selling?

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Which of the following is NOT true of direct mail as an advertising medium?

In direct mail, the list is the media plan.

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

One of the intriguing areas of media marketing gaining advertisers' attention is:

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

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

Exam 13: Digital and Direct-Response Advertising

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Restrictive legislation and regulations on the state and federal level have focused recently on:

When it comes to DRTV, which of the following would NOT be an inherent advantage?

According to Advertising Age, in 2008, the top digital advertising agency was:

Ethical e-mail marketers are advocating that:

What role do catalogs play in direct marketing, and what does the future hold for this type of direct-response selling?

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Which of the following is NOT true of direct mail as an advertising medium?

In direct mail, the list is the media plan.

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

One of the intriguing areas of media marketing gaining advertisers' attention is:

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

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