Question 1

What do Statistics Canada,Canada Post,Info Canada,and The Canadian Marketing Association all have in common?

Accepted Answer

A)  They are all government agencies. 
B)  They are all sources of information for direct-marketing databases. 
C)  They are all marketing research houses. 
D)  They all have loyalty programs. 
A)  They are all government agencies. 
B)  They are all sources of information for direct-marketing databases. 
C)  They are all marketing research houses. 
D)  They all have loyalty programs.

Question 2

When Melissa purchased a Maytag dryer,she was given a warranty card to fill out and return to the manufacturer.The warranty card serves two purposes.The first is to protect the consumer in case the dryer operates faultily within the first year of ownership.The second purpose is to:

Accepted Answer

A)  establish a two-step marketing relationship between Maytag and Melissa 
B)  provide information for Statistics Canada 
C)  create a database for Maytag 
D)  there is no second purpose; the warranty is simply a service offered by Maytag 
A)  establish a two-step marketing relationship between Maytag and Melissa 
B)  provide information for Statistics Canada 
C)  create a database for Maytag 
D)  there is no second purpose; the warranty is simply a service offered by Maytag

Question 3

An RFM scoring method is often used to measure the effectiveness of a database.RFM stands for:

Accepted Answer

A)  rebates, free premiums, and multiple purchases engaged in by the consumer 
B)  recency, frequency, and monetary transactions between the company and the customer 
C)  rough, fine-tuned, maximized database updates 
D)  recent, fortnightly, monthly transactional data compiled 
A)  rebates, free premiums, and multiple purchases engaged in by the consumer 
B)  recency, frequency, and monetary transactions between the company and the customer 
C)  rough, fine-tuned, maximized database updates 
D)  recent, fortnightly, monthly transactional data compiled

Question 4

Many advertisers shied away from _____ in the past,fearful of the image it might create or because they believed that it was useful only for low-cost products.

Accepted Answer

A)  direct mail 
B)  publicity 
C)  public relations 
D)  cross-selling 
A)  direct mail 
B)  publicity 
C)  public relations 
D)  cross-selling

Question 5

All of the following statements about direct e-mail are true EXCEPT:

Accepted Answer

A)  It is basically an electronic version of regular mail. 
B)  It is difficult to finely target the recipients. 
C)  Consumers can opt to have specific types of e-mail sent to them. 
D)  Permission-based e-mail is essentially the opposite of spam. 
A)  It is basically an electronic version of regular mail. 
B)  It is difficult to finely target the recipients. 
C)  Consumers can opt to have specific types of e-mail sent to them. 
D)  Permission-based e-mail is essentially the opposite of spam.

Question 6

Which of the following describes a disadvantage associated with direct marketing?

Accepted Answer

A)  poor media image 
B)  high costs 
C)  inability to measure effectiveness 
D)  lack of creative flexibility 
A)  poor media image 
B)  high costs 
C)  inability to measure effectiveness 
D)  lack of creative flexibility

Question 7

For market segmentation and targeting,direct marketers rely most heavily on:

Accepted Answer

A)  primary qualitative research 
B)  census data 
C)  a database 
D)  survey responses 
A)  primary qualitative research 
B)  census data 
C)  a database 
D)  survey responses

Question 8

The aim of _____ is to establish and maintain a relationship with one's customers through personalized communication and customized product/service offerings.

Accepted Answer

A)  customized business relationships 
B)  customer relationship marketing 
C)  transactional marketing 
D)  customer relationship management 
A)  customized business relationships 
B)  customer relationship marketing 
C)  transactional marketing 
D)  customer relationship management

Question 9

This phenomenon describes when consumers earn points and then realize they are close to achieving a reward level,so they make additional purchases to achieve it:

Accepted Answer

A)  the last-minute accelerator mechanism 
B)  the rewarded-behaviour mechanism 
C)  the personalized marketing mechanism 
D)  the points-pressure mechanism 
A)  the last-minute accelerator mechanism 
B)  the rewarded-behaviour mechanism 
C)  the personalized marketing mechanism 
D)  the points-pressure mechanism

Question 10

In direct response advertising,the "direct response" sought is:

Accepted Answer

A)  return on investment (ROI) 
B)  awareness 
C)  sales 
D)  attitude change 
A)  return on investment (ROI) 
B)  awareness 
C)  sales 
D)  attitude change

Question 11

Due to clutter and relatively high costs,the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media.

Accepted Answer

A)  magazines and newspapers 
B)  television and radio 
C)  direct mail and catalogues 
D)  newspapers, television, and radio 
A)  magazines and newspapers 
B)  television and radio 
C)  direct mail and catalogues 
D)  newspapers, television, and radio

Question 12

The lower cost of commercials on cable and satellite has led advertisers to a new form of advertising called ____.

Accepted Answer

A)  direct-response television 
B)  split 30s 
C)  infomercials 
D)  2 minute commercials 
A)  direct-response television 
B)  split 30s 
C)  infomercials 
D)  2 minute commercials

Question 13

All of the following are advantages of direct marketing EXCEPT:

Accepted Answer

A)  ability to personalize 
B)  image factors 
C)  segmentation capabilities 
D)  creative flexibility 
A)  ability to personalize 
B)  image factors 
C)  segmentation capabilities 
D)  creative flexibility

What do Statistics Canada,Canada Post,Info Canada,and The Canadian Marketing Association all have in common?

When Melissa purchased a Maytag dryer,she was given a warranty card to fill out and return to the manufacturer.The warranty card serves two purposes.The first is to protect the consumer in case the dryer operates faultily within the first year of ownership.The second purpose is to:

An RFM scoring method is often used to measure the effectiveness of a database.RFM stands for:

Many advertisers shied away from _____ in the past,fearful of the image it might create or because they believed that it was useful only for low-cost products.

All of the following statements about direct e-mail are true EXCEPT:

Which of the following describes a disadvantage associated with direct marketing?

For market segmentation and targeting,direct marketers rely most heavily on:

The aim of _____ is to establish and maintain a relationship with one's customers through personalized communication and customized product/service offerings.

This phenomenon describes when consumers earn points and then realize they are close to achieving a reward level,so they make additional purchases to achieve it:

In direct response advertising,the "direct response" sought is:

Due to clutter and relatively high costs,the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media.

The lower cost of commercials on cable and satellite has led advertisers to a new form of advertising called ____.

All of the following are advantages of direct marketing EXCEPT:

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

What do Statistics Canada,Canada Post,Info Canada,and The Canadian Marketing Association all have in common?

When Melissa purchased a Maytag dryer,she was given a warranty card to fill out and return to the manufacturer.The warranty card serves two purposes.The first is to protect the consumer in case the dryer operates faultily within the first year of ownership.The second purpose is to:

An RFM scoring method is often used to measure the effectiveness of a database.RFM stands for:

Many advertisers shied away from _____ in the past,fearful of the image it might create or because they believed that it was useful only for low-cost products.

All of the following statements about direct e-mail are true EXCEPT:

Which of the following describes a disadvantage associated with direct marketing?

For market segmentation and targeting,direct marketers rely most heavily on:

The aim of _____ is to establish and maintain a relationship with one's customers through personalized communication and customized product/service offerings.

This phenomenon describes when consumers earn points and then realize they are close to achieving a reward level,so they make additional purchases to achieve it:

In direct response advertising,the "direct response" sought is:

Due to clutter and relatively high costs,the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media.

The lower cost of commercials on cable and satellite has led advertisers to a new form of advertising called ____.

All of the following are advantages of direct marketing EXCEPT:

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