Question 1

Explain what is meant by it is "a lot better to talk to twenty prospects than two million suspects" in reference to direct mail advertising.

Accepted Answer

One factor accounting for the widespread use of direct mail by marketers is the unparalleled targeting of messages to desired prospects.One a cost-per-thousand (CPM)basis,direct mail typically is more expensive than other media.However,compared with other media,direct mail is much less wasteful and will usually produce the highest percentage of responses.Thus,on a cost-per-order basis,direct mail is often a better bargain.

Question 2

Compared to broadcast advertising,_____ does not deal with customers as a mass but rather creates individual relationships with each customer or prospective customer.

Accepted Answer

A)  lifetime analysis 
B)  data mining 
C)  direct advertising 
D)  indirect advertising 
E)  niche advertising 
A)  lifetime analysis 
B)  data mining 
C)  direct advertising 
D)  indirect advertising 
E)  niche advertising C

Question 3

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. E

Question 4

From a database perspective,each present or prospective customer is viewed as not just an address but rather as a long-term asset.

Accepted Answer

A) True 
 B)False

Question 5

One advantage of brand placements is that they are generally less intrusive than advertisements and thus less likely to be avoided.

Accepted Answer

A) True 
 B)False

Question 6

For which reason listed below are consumers likely to use the yellow pages?

Accepted Answer

A)  save time spent shopping around for information 
B)  saving energy and money 
C)  learning about products and services 
D)  finding information quickly 
E)  All of these are correct. 
A)  save time spent shopping around for information 
B)  saving energy and money 
C)  learning about products and services 
D)  finding information quickly 
E)  All of these are correct.

Question 7

Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses.

Accepted Answer

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

Question 8

Amy is playing "Need for Speed," which is a video game she plays on her Playstation 3 game console.During her races,she sees signage for various brands,such as McDonald's and other fast food restaurants.This is an example of _____.

Accepted Answer

A)  adver-gaming 
B)  video emerging advertising 
C)  virtual advertising 
D)  virtual signage 
E)  electronic signage 
A)  adver-gaming 
B)  video emerging advertising 
C)  virtual advertising 
D)  virtual signage 
E)  electronic signage

Question 9

One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.

Accepted Answer

A) True 
 B)False

Question 10

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 11

Product placements in movies date back to the 1940s,yet the frequency of occurrence is greater now than ever.

Accepted Answer

A) True 
 B)False

Question 12

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 13

The use of CD-ROM discs would enhance marketing efforts for products such as ____.

Accepted Answer

A)  tourist destinations 
B)  electronics 
C)  dog food 
D)  consumables 
E)  computers. 
A)  tourist destinations 
B)  electronics 
C)  dog food 
D)  consumables 
E)  computers.

Question 14

If a marketer focuses on customer retention rather than just customer acquisition,customer lifetime value can be increased.

Accepted Answer

A) True 
 B)False

Question 15

From the consumer's perspective,which of the following is NOT an advantage of shopping by catalog?

Accepted Answer

A)  It saves time because people do not have to find parking spaces and deal with in-store crowds. 
B)  Catalog buying appeals to consumers who are fearful of shopping due to concerns about crime. 
C)  Catalogs allow people the convenience of making purchase decisions at their leisure and away from the pressure of a retail store 
D)  The availability of toll-free 800 numbers and online websites, credit card purchasing, and liberal return policies make it easy for people to order from catalogs. 
E)  All of these are advantages. 
A)  It saves time because people do not have to find parking spaces and deal with in-store crowds. 
B)  Catalog buying appeals to consumers who are fearful of shopping due to concerns about crime. 
C)  Catalogs allow people the convenience of making purchase decisions at their leisure and away from the pressure of a retail store 
D)  The availability of toll-free 800 numbers and online websites, credit card purchasing, and liberal return policies make it easy for people to order from catalogs. 
E)  All of these are advantages.

Question 16

Yellow pages,video games,and brand placement are examples of _____.

Accepted Answer

A)  direct advertising 
B)  indirect advertising 
C)  niche advertising 
D)  electronic advertising 
E)  stealth advertising 
A)  direct advertising 
B)  indirect advertising 
C)  niche advertising 
D)  electronic advertising 
E)  stealth advertising

Question 17

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

Question 18

National advertisers place the majority of yellow-pages ads.

Accepted Answer

A) True 
 B)False

Question 19

Successful direct mailing necessitates the availability of computer databases and the addressability inherent in the databases.

Accepted Answer

A) True 
 B)False

Question 20

Although unverified in a scientific sense,it stands to reason that video advertising is potentially less entertaining than comparable print advertising and is,thus,less effective in gaining attention and influencing memorability of an advertising message.

Accepted Answer

A) True 
 B)False

Exam 15: Direct Marketing and Other Media

Explain what is meant by it is "a lot better to talk to twenty prospects than two million suspects" in reference to direct mail advertising.

Compared to broadcast advertising,_____ does not deal with customers as a mass but rather creates individual relationships with each customer or prospective customer.

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

From a database perspective,each present or prospective customer is viewed as not just an address but rather as a long-term asset.

One advantage of brand placements is that they are generally less intrusive than advertisements and thus less likely to be avoided.

For which reason listed below are consumers likely to use the yellow pages?

Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses.

Amy is playing "Need for Speed," which is a video game she plays on her Playstation 3 game console.During her races,she sees signage for various brands,such as McDonald's and other fast food restaurants.This is an example of _____.

One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.

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

Product placements in movies date back to the 1940s,yet the frequency of occurrence is greater now than ever.

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.

The use of CD-ROM discs would enhance marketing efforts for products such as ____.

If a marketer focuses on customer retention rather than just customer acquisition,customer lifetime value can be increased.

From the consumer's perspective,which of the following is NOT an advantage of shopping by catalog?

Yellow pages,video games,and brand placement are examples of _____.

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

National advertisers place the majority of yellow-pages ads.

Successful direct mailing necessitates the availability of computer databases and the addressability inherent in the databases.

Although unverified in a scientific sense,it stands to reason that video advertising is potentially less entertaining than comparable print advertising and is,thus,less effective in gaining attention and influencing memorability of an advertising message.

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters