Deck 12: Integrated Campaign Development: Direct and Database Marketing, Outdoor and Point of Purchase

Question 1

Direct and database marketing uses

A) messages sent randomly to potential customers
B) messages sent to people whose contact details are on a database
C) only lists of previous customers as contacts
D) only lists of competitors' customers as contacts

Answer 1

B

Question 2

Door to door sales

A) are effective as they enable face to face contact
B) are used without any other contact
C) have lower return on investment than other direct marketing techniques
D) are used to build up lists of possible customers

Answer 2

C

Question 3

Direct mail is

A) perceived as irritating
B) disregarded by people
C) seen as wasteful
D) all of the above
E) none of the above

Answer 3

D

Question 4

Direct and database marketing weaknesses include

A) a cheap image
B) lack of control
C) low effectiveness
D) little impact on loyalty

Question 5

Direct and database marketing

A) cannot be tested
B) cannot be adapted
C) all of the above
D) none of the above
E) cannot be measured

Question 6

Strengths of direct marketing include

A) targeting
B) personalising
C) low costs
D) all of the above
E) none of the above

Question 7

Small local businesses

A) cannot afford direct marketing
B) use less sophisticated direct marketing than larger companies
C) do not have customer details
D) use direct marketing primarily to generate awareness

Question 8

Loyalty schemes are

A) less effective than price discounts
B) only effective for high involvement products
C) aimed at getting people to spend more
D) aimed at getting people to purchase from an outlet regularly

Question 9

Direct and database marketing

A) aims only at increasing immediate sales
B) aims at providing value added services to sales
C) targets people with unrelated products
D) is only aimed at capturing customer information

Question 10

Direct marketing effectiveness

A) cannot be measured
B) can be measured via actual sales
C) only measures enquiries
D) cannot measure repeat business