Question 1

Which of the following statements about catalogues is NOT true?

Accepted Answer

A)  Catalogues are now available on the Internet for both consumers and business-to-business customers. 
B)  Most catalogue companies now operate only in physical retail locations. 
C)  In some instances in the consumer market, the catalogue and retail divisions are treated as separate entities. 
D)  In some instances in the consumer market, the catalogue merchandise is available in retail stores as well. 
A)  Catalogues are now available on the Internet for both consumers and business-to-business customers. 
B)  Most catalogue companies now operate only in physical retail locations. 
C)  In some instances in the consumer market, the catalogue and retail divisions are treated as separate entities. 
D)  In some instances in the consumer market, the catalogue merchandise is available in retail stores as well. B

Question 2

Which of the following statements about direct marketing is NOT true?

Accepted Answer

A)  direct marketing is especially useful to target current customers 
B)  direct marketing can generate trial among prospects 
C)  direct marketing is effective in targeting competitors' customers 
D)  direct marketing is only used when the identity of the receiver is known 
A)  direct marketing is especially useful to target current customers 
B)  direct marketing can generate trial among prospects 
C)  direct marketing is effective in targeting competitors' customers 
D)  direct marketing is only used when the identity of the receiver is known D

Question 3

When the University of Western Ontario calls its alumni and asks them to make contributions to pay for the remodelling of Alumni House,it is an example of the combining of direct marketing with:

Accepted Answer

A)  a trade promotion 
B)  public relations 
C)  advertising 
D)  personal selling 
A)  a trade promotion 
B)  public relations 
C)  advertising 
D)  personal selling D

Question 4

Which of the following describes an advantage that an advertiser using direct marketing is likely to enjoy?

Accepted Answer

A)  limited segmentation capabilities 
B)  high overall costs relative to sales 
C)  difficulty in measuring effectiveness 
D)  less planning time required as compared to other forms of media use 
A)  limited segmentation capabilities 
B)  high overall costs relative to sales 
C)  difficulty in measuring effectiveness 
D)  less planning time required as compared to other forms of media use

Question 5

Every time Beth buys a book at Chapters,she presents her Chapters card,and the sales associate enters her purchase in a database.When she has purchased five books at regular price,she is sent a coupon for a free book to be picked out on her next visit to the store.This is an example of a:

Accepted Answer

A)  bonus program 
B)  loyalty program 
C)  customer rewards contest 
D)  subsidized program 
A)  bonus program 
B)  loyalty program 
C)  customer rewards contest 
D)  subsidized program

Question 6

Cookware,music CDs,and exercise videos are being advertised on television for purchase by calling a toll-free telephone number.Viewers are instructed to have their credit cards handy when they call to place the order.This form of direct marketing is referred to as:

Accepted Answer

A)  telemarketing 
B)  support marketing 
C)  the one-step approach 
D)  the two-step approach 
A)  telemarketing 
B)  support marketing 
C)  the one-step approach 
D)  the two-step approach

Question 7

Advertisers can measure the relative effectiveness of a direct marketing campaign quickly by looking at the:

Accepted Answer

A)  cost per thousand (CPM) 
B)  breakeven point 
C)  net sales 
D)  cost per order (CPO) 
A)  cost per thousand (CPM) 
B)  breakeven point 
C)  net sales 
D)  cost per order (CPO)

Question 8

CRM stands for:

Accepted Answer

A)  customized relationship marketing 
B)  customer relationship marketing 
C)  Canadian relations management 
D)  customer relationship management 
A)  customized relationship marketing 
B)  customer relationship marketing 
C)  Canadian relations management 
D)  customer relationship management

Question 9

The announcer on the television commercial said,"Get your credit card and call now to order the 'Monster Ballads of Rock & Roll' CD." This is an example of the _____ direct marketing approach.

Accepted Answer

A)  direct 
B)  indirect 
C)  one-step 
D)  two-step 
A)  direct 
B)  indirect 
C)  one-step 
D)  two-step

Question 10

Which effectiveness measure is most commonly employed in direct marketing?

Accepted Answer

A)  cost per order (CPO) 
B)  cost per thousand (CPM) 
C)  cost per man-hour (CPMH) 
D)  sales per database name (SDN) 
A)  cost per order (CPO) 
B)  cost per thousand (CPM) 
C)  cost per man-hour (CPMH) 
D)  sales per database name (SDN)

Question 11

The two-step approach to direct marketing:

Accepted Answer

A)  asks for an immediate sale 
B)  uses the first contact to screen potential buyers 
C)  is commonly found in direct sales 
D)  is followed by a professional sales call 
A)  asks for an immediate sale 
B)  uses the first contact to screen potential buyers 
C)  is commonly found in direct sales 
D)  is followed by a professional sales call

Question 12

Databases are used in all of these ways EXCEPT:

Accepted Answer

A)  to improve the selection of market segments 
B)  to assist in the stimulation of repeat purchases 
C)  to pre-determine purchase intention 
D)  with CRM programs 
A)  to improve the selection of market segments 
B)  to assist in the stimulation of repeat purchases 
C)  to pre-determine purchase intention 
D)  with CRM programs

Question 13

The National Post calls its subscribers to tell them of a contest that they can enter to win a trip to Bermuda.This is an example of the combining of direct marketing with:

Accepted Answer

A)  sales promotion 
B)  public relations 
C)  advertising 
D)  personal selling 
A)  sales promotion 
B)  public relations 
C)  advertising 
D)  personal selling

Question 14

Disadvantages inherent in the use of direct marketing include:

Accepted Answer

A)  difficulty in obtaining effectiveness measurements 
B)  audience exerts control for selective exposure 
C)  lack of flexibility 
D)  difficulty in acquiring TV time 
A)  difficulty in obtaining effectiveness measurements 
B)  audience exerts control for selective exposure 
C)  lack of flexibility 
D)  difficulty in acquiring TV time

Question 15

According to the chapter-opening vignette about loyalty programs:

Accepted Answer

A)  About 50 percent of consumers modify when and where they shop in order to maximize loyalty benefits. 
B)  Few Canadian adults participate in more than one or two loyalty programs. 
C)  Consumers find loyalty programs confusing and of little value. 
D)  Consumers would rather have many small rewards than wait to accumulate towards a big ticket item. 
A)  About 50 percent of consumers modify when and where they shop in order to maximize loyalty benefits. 
B)  Few Canadian adults participate in more than one or two loyalty programs. 
C)  Consumers find loyalty programs confusing and of little value. 
D)  Consumers would rather have many small rewards than wait to accumulate towards a big ticket item.

Question 16

The National Geographic Society offers a variety of products to its subscribers through direct marketing.This is an example of:

Accepted Answer

A)  cross-selling 
B)  renewal marketing 
C)  an unethical business practice 
D)  membership-based marketing 
A)  cross-selling 
B)  renewal marketing 
C)  an unethical business practice 
D)  membership-based marketing

Question 17

No other advertising medium can personalize the message as well as:

Accepted Answer

A)  television 
B)  direct mail 
C)  magazines 
D)  newspapers 
A)  television 
B)  direct mail 
C)  magazines 
D)  newspapers

Question 18

In a study comparing the communication effects of a one-minute ad,a 15-minute infomercial,a 30-minute infomercial,and a direct interactive experience with the product,researchers found:

Accepted Answer

A)  Infomercials were deemed to be too long and one-minute ads provided the best results. 
B)  Infomercials provided a similar cognitive and emotional experience as a direct interaction with the brand. 
C)  Specific targeting was not available with infomercials; hence they were much less effective than television advertising. 
D)  Because television is such a passive medium, respondents suggested that an infomercial's message tended to get lost in the "noise". 
A)  Infomercials were deemed to be too long and one-minute ads provided the best results. 
B)  Infomercials provided a similar cognitive and emotional experience as a direct interaction with the brand. 
C)  Specific targeting was not available with infomercials; hence they were much less effective than television advertising. 
D)  Because television is such a passive medium, respondents suggested that an infomercial's message tended to get lost in the "noise".

Question 19

When databases are used to identify the most relevant profile variables to ensure the highest response rate possible among unknown receivers,the marketer is most likely going to:

Accepted Answer

A)  use sweeps marketing 
B)  consult an in-house list 
C)  send unaddressed direct mail 
D)  send to previous responders 
A)  use sweeps marketing 
B)  consult an in-house list 
C)  send unaddressed direct mail 
D)  send to previous responders

Question 20

_______ are a newer source of information about consumers with precise purchase patterns.

Accepted Answer

A)  Loyalty programs 
B)  Consumer promotions 
C)  Public relations 
D)  Personal selling 
A)  Loyalty programs 
B)  Consumer promotions 
C)  Public relations 
D)  Personal selling

Which of the following statements about catalogues is NOT true?

Which of the following statements about direct marketing is NOT true?

When the University of Western Ontario calls its alumni and asks them to make contributions to pay for the remodelling of Alumni House,it is an example of the combining of direct marketing with:

Which of the following describes an advantage that an advertiser using direct marketing is likely to enjoy?

Every time Beth buys a book at Chapters,she presents her Chapters card,and the sales associate enters her purchase in a database.When she has purchased five books at regular price,she is sent a coupon for a free book to be picked out on her next visit to the store.This is an example of a:

Cookware,music CDs,and exercise videos are being advertised on television for purchase by calling a toll-free telephone number.Viewers are instructed to have their credit cards handy when they call to place the order.This form of direct marketing is referred to as:

Advertisers can measure the relative effectiveness of a direct marketing campaign quickly by looking at the:

CRM stands for:

The announcer on the television commercial said,"Get your credit card and call now to order the 'Monster Ballads of Rock & Roll' CD." This is an example of the _____ direct marketing approach.

Which effectiveness measure is most commonly employed in direct marketing?

The two-step approach to direct marketing:

Databases are used in all of these ways EXCEPT:

The National Post calls its subscribers to tell them of a contest that they can enter to win a trip to Bermuda.This is an example of the combining of direct marketing with:

Disadvantages inherent in the use of direct marketing include:

According to the chapter-opening vignette about loyalty programs:

The National Geographic Society offers a variety of products to its subscribers through direct marketing.This is an example of:

No other advertising medium can personalize the message as well as:

In a study comparing the communication effects of a one-minute ad,a 15-minute infomercial,a 30-minute infomercial,and a direct interactive experience with the product,researchers found:

When databases are used to identify the most relevant profile variables to ensure the highest response rate possible among unknown receivers,the marketer is most likely going to:

_______ are a newer source of information about consumers with precise purchase patterns.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 16: Direct Marketing

Which of the following statements about catalogues is NOT true?

Which of the following statements about direct marketing is NOT true?

When the University of Western Ontario calls its alumni and asks them to make contributions to pay for the remodelling of Alumni House,it is an example of the combining of direct marketing with:

Which of the following describes an advantage that an advertiser using direct marketing is likely to enjoy?

Every time Beth buys a book at Chapters,she presents her Chapters card,and the sales associate enters her purchase in a database.When she has purchased five books at regular price,she is sent a coupon for a free book to be picked out on her next visit to the store.This is an example of a:

Cookware,music CDs,and exercise videos are being advertised on television for purchase by calling a toll-free telephone number.Viewers are instructed to have their credit cards handy when they call to place the order.This form of direct marketing is referred to as:

Advertisers can measure the relative effectiveness of a direct marketing campaign quickly by looking at the:

CRM stands for:

The announcer on the television commercial said,"Get your credit card and call now to order the 'Monster Ballads of Rock & Roll' CD." This is an example of the _____ direct marketing approach.

Which effectiveness measure is most commonly employed in direct marketing?

The two-step approach to direct marketing:

Databases are used in all of these ways EXCEPT:

The National Post calls its subscribers to tell them of a contest that they can enter to win a trip to Bermuda.This is an example of the combining of direct marketing with:

Disadvantages inherent in the use of direct marketing include:

According to the chapter-opening vignette about loyalty programs:

The National Geographic Society offers a variety of products to its subscribers through direct marketing.This is an example of:

No other advertising medium can personalize the message as well as:

In a study comparing the communication effects of a one-minute ad,a 15-minute infomercial,a 30-minute infomercial,and a direct interactive experience with the product,researchers found:

When databases are used to identify the most relevant profile variables to ensure the highest response rate possible among unknown receivers,the marketer is most likely going to:

_______ are a newer source of information about consumers with precise purchase patterns.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters