Exam 16: Direct Response

The database management process begins with a sale.

Getting the product to those who order it is called ________.

Using ________,telemarketers call random numbers rather than numbers of qualified prospects.

Explain how direct-marketing professionals are able to continually evaluate and accurately measure the effectiveness of various offers in a single campaign.

Infomercials have been around since the emergence of the cable industry in the 1980s and have become a multibillion-dollar industry.Explain what an infomercial is and why,today,it is viewed as a viable medium.

Which of the following is NOT a protection included in the Telemarketing Sales Rule enacted by the Federal Trade Commission in 1995?

One advantage of direct marketing is that it affords flexibility in both form and timing.

Deleting the repeated names on direct-mail lists that have been combined is known as ________.

Josh is a broker who sells retirement investments to individuals.He uses direct marketing,but he uses it primarily to get customers to inquire for more information and set up an appointment to discuss investment options with him.Which type of offer is this?

Compare and contrast the three types of direct-marketing lists.

Which of the following refers to the percentage of direct-marketing contacts who actually act on a direct-marketing communication?

Saul is planning a direct-marketing campaign that has a relatively limited budget.To make the best use of his budget,Saul wants to identify which of the company's recent customers should be sent a full-length catalog and which of the company's recent customers should be sent a less expensive mini-catalog.Saul should use a(n)________ model.

Advertising agencies do not play a role in direct-response marketing.

Lifetime customer value is based on a consumer's known purchases and predictions for future purchases.

MMT,Inc.,a pharmaceutical company,considered using direct marketing.An important need the company had was to respond to the customers' responses by getting the product to the customers who ordered it within 48 hours.What step in the direct-marketing process was MMT concerned about?

Which of the following is NOT typically part of the offer in direct marketing?

Three basic objectives of direct marketing are lead generation,traffic generation,and increasing competition.

Which type of list is derived from people who have answered some type of direct-response offer?

Which of the following is most likely a true statement about catalogs?

Direct marketers have identified the criteria of recency,frequency,and monetary to predict who will most likely ________.