Question 1

Which advertising medium simplifies the task of justifying the results of communications efforts?

Accepted Answer

A)  television 
B)  radio 
C)  newspaper 
D)  magazine 
E)  direct mail 
A)  television 
B)  radio 
C)  newspaper 
D)  magazine 
E)  direct mail E

Question 2

Success of direct mailing depends on the quality of mailing lists contained in a company's database.

Accepted Answer

A) True 
 B)False  True

Question 3

What are the major differences between direct marketing and indirect marketing? Describe situations where direct marketing would be appropriate and situations where indirect marketing would be appropriate.

Accepted Answer

Direct marketing is an interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location.  It typically makes use of postal mail in the form of print materials (e.g.,direct mail and catalogs)or in digital/electronic form such as DVDs and CD-ROMs.Indirect marketing includes the use of intermediaries in the channel of distribution,such as distributors,dealers,and retailers.The marketer's purpose with direct marketing is to establish a relationship with a customer in order to initiate an immediate and measurable response.If a marketer has an up-to-date database,direct advertising is appropriate because the firm is provided with a number of assets,including the ability to direct advertising efforts to those people who represent the best prospects for the company's products or services,offer varied messages to different groups of customers,create long-term relationships with customers,enhance advertising productivity,and calculating the lifetime value of a customer or prospect.In situations where there is no such database,indirect advertising is appropriate.

Question 4

A key feature of database marketing is that each present or prospective customer is viewed as not just an address,but rather as a(n)____.

Accepted Answer

A)  long-term asset 
B)  short-term asset 
C)  declining asset 
D)  unpredictable asset 
E)  number 
A)  long-term asset 
B)  short-term asset 
C)  declining asset 
D)  unpredictable asset 
E)  number

Question 5

Typical databases include customers' behavioral data and other types of relevant information (demographic,geographic,and psychographic data).

Accepted Answer

A) True 
 B)False

Question 6

The substantial increase in brand placements on TV has been concurrent with the growth of _____ television programming.

Accepted Answer

A)  infomercial 
B)  cable 
C)  reality 
D)  crime-drama 
E)  sitcom 
A)  infomercial 
B)  cable 
C)  reality 
D)  crime-drama 
E)  sitcom

Question 7

The problem with databases is that they are small in size with few addresses and few variables for each database entrant.

Accepted Answer

A) True 
 B)False

Question 8

Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision.

Accepted Answer

A) True 
 B)False

Question 9

The likelihood that people will remain customers is known as the _____ rate.

Accepted Answer

A)  discount 
B)  retention 
C)  acquisition 
D)  attrition 
E)  lifetime 
A)  discount 
B)  retention 
C)  acquisition 
D)  attrition 
E)  lifetime

Question 10

Direct advertising that is not online is delivered to individuals' homes or workplaces typically via postal mail in the form of print materials or in a digital/electronic form such as DVDs.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following factors accounts for the widespread use of direct mail by marketers?

Accepted Answer

A)  rising cost of television advertising and increasing audience fragmentation 
B)  unparalleled targeting 
C)  measurable advertising results 
D)  consumers have favorable attitudes 
E)  All of these are correct. 
A)  rising cost of television advertising and increasing audience fragmentation 
B)  unparalleled targeting 
C)  measurable advertising results 
D)  consumers have favorable attitudes 
E)  All of these are correct.

Question 12

____ is NOT an asset of an up-to-date database.

Accepted Answer

A)  Directing advertising to the best prospects for the company's products or services 
B)  Offering varied messages to different groups of customers 
C)  Enhancing advertising productivity 
D)  Calculating the lifetime value of a customer or prospect 
E)  Calculating the lifetime value of a product 
A)  Directing advertising to the best prospects for the company's products or services 
B)  Offering varied messages to different groups of customers 
C)  Enhancing advertising productivity 
D)  Calculating the lifetime value of a customer or prospect 
E)  Calculating the lifetime value of a product

Question 13

Conor needs to purchase a new refrigerator.He wants to purchase a General Electric refrigerator,but he doesn't know which retail stores carry the brand and model he is interested in purchasing.Which medium should he turn to find a retailer that sells this brand of refrigerator?

Accepted Answer

A)  television 
B)  yellow pages 
C)  radio 
D)  brand placement 
E)  magazines 
A)  television 
B)  yellow pages 
C)  radio 
D)  brand placement 
E)  magazines

Question 14

Which of the following is a distinctive feature of direct mail?

Accepted Answer

A)  targetability 
B)  measurability 
C)  accountability 
D)  efficiency 
E)  All of these are correct. 
A)  targetability 
B)  measurability 
C)  accountability 
D)  efficiency 
E)  All of these are correct.

Question 15

The F in a company's R-F-M formula stands for frequency.

Accepted Answer

A) True 
 B)False

Question 16

Data miners look for revealing relations among the variables contained in the a database.

Accepted Answer

A) True 
 B)False

Question 17

Older consumers appear to be the most responsive to brand placement in movies.

Accepted Answer

A) True 
 B)False

Question 18

The _____ rate is a critical component of net present value analysis.

Accepted Answer

A)  turnover 
B)  annual percentage 
C)  referral 
D)  discount 
E)  actuary 
A)  turnover 
B)  annual percentage 
C)  referral 
D)  discount 
E)  actuary

Question 19

Customer lifetime value is the net present value of the profit that a company stands to realize on the average new customer during a given number of years.

Accepted Answer

A) True 
 B)False

Question 20

Compared to other age groups,_____ year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films.

Accepted Answer

A)  10-to-16 
B)  16-to-24 
C)  25-to-34 
D)  35-to-54 
E)  55-to-65 
A)  10-to-16 
B)  16-to-24 
C)  25-to-34 
D)  35-to-54 
E)  55-to-65

Exam 15: Direct Marketing, CRM, and Other Media

Which advertising medium simplifies the task of justifying the results of communications efforts?

Success of direct mailing depends on the quality of mailing lists contained in a company's database.

What are the major differences between direct marketing and indirect marketing? Describe situations where direct marketing would be appropriate and situations where indirect marketing would be appropriate.

A key feature of database marketing is that each present or prospective customer is viewed as not just an address,but rather as a(n)____.

Typical databases include customers' behavioral data and other types of relevant information (demographic,geographic,and psychographic data).

The substantial increase in brand placements on TV has been concurrent with the growth of _____ television programming.

The problem with databases is that they are small in size with few addresses and few variables for each database entrant.

Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision.

The likelihood that people will remain customers is known as the _____ rate.

Direct advertising that is not online is delivered to individuals' homes or workplaces typically via postal mail in the form of print materials or in a digital/electronic form such as DVDs.

Which of the following factors accounts for the widespread use of direct mail by marketers?

____ is NOT an asset of an up-to-date database.

Conor needs to purchase a new refrigerator.He wants to purchase a General Electric refrigerator,but he doesn't know which retail stores carry the brand and model he is interested in purchasing.Which medium should he turn to find a retailer that sells this brand of refrigerator?

Which of the following is a distinctive feature of direct mail?

The F in a company's R-F-M formula stands for frequency.

Data miners look for revealing relations among the variables contained in the a database.

Older consumers appear to be the most responsive to brand placement in movies.

The _____ rate is a critical component of net present value analysis.

Customer lifetime value is the net present value of the profit that a company stands to realize on the average new customer during a given number of years.

Compared to other age groups,_____ year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters