Deck 11: Direct Response Media

Question 1

Direct mail is a form of advertising communicated to prospects via

A) statement stuffers
B) television
C) catalogues
D) telecommunications
E) the postal service

Answer 1

E

Question 2

Response rates tend to be much higher for solo direct mail than for co-operative direct mail because it

A) stands alone
B) is personalized
C) offers better discounts
D) has high reach
E) is geographically flexible

Answer 2

B

Question 3

A statement stuffer is an additional offer that rides along with the delivery of another offer or with the delivery of a

A) newspaper
B) brochure
C) monthly statement
D) reply card
E) postage-paid return envelope

Answer 3

C

Question 4

An envelope containing a variety of offers from non-competitive products is an example of

A) solo direct mail
B) DRTV
C) co-operative direct mail
D) bounce back
E) selective direct mail

Question 5

A popular means for demonstrating how a product works, how nice a vacation resort is, or how well an automobile performs is a

A) DVD
B) reply card
C) sales letter
D) folder
E) flyer

Question 6

Typically, folders and leaflets are printed on

A) newsprint
B) heavier stock
C) translucent paper
D) lightweight letter stock
E) white paper

Question 7

The shift to direct response advertising follows on the heels of companies adopting software technology that encourages database management techniques and the implementation of

A) customer loyalty points programs
B) customer value programs
C) social media programs
D) customer relationship management programs
E) viral marketing campaigns

Question 8

Specialized or individually prepared direct mail offers sent directly to prospects are called

A) personal packs
B) single-piece direct mail
C) solo direct mail
D) cooperative direct mail
E) customized direct mail

Question 9

One of the advantages to using direct mail is

A) editorial support
B) control of delivery
C) audience selectivity
D) the cost per exposure
E) image

Question 10

Co-operative direct mail has proven to be one of the most effective forms of print media for

A) increasing telephone inquiries
B) generating responses to coupons
C) driving website traffic
D) generating trial purchases
E) selling expensive automobiles

Question 11

The use of direct mail is widespread because it's a medium that enables the sender to

A) use leaflets
B) include images
C) reach a local audience
D) send short messages
E) personalize messages

Question 12

Direct response advertising is advertising through any medium designed to generate a response by any means, such as mail, television, telephone, or print ad, that is

A) inexpensive
B) measurable
C) creative
D) profitable
E) national

Question 13

In terms of net advertising revenues in Canada, direct mail ranks

A) second
B) third
C) fourth
D) fifth
E) sixth

Question 14

A 60-second commercial seen on conventional television stations encouraging people to try a new skin cream is an example of

A) direct response television (DRTV)
B) telemarketing
C) catalogue marketing
D) direct mail
E) direct-response print

Question 15

Among the forms of direct response advertising available, the most common is

A) direct mail
B) DRTV
C) telemarketing
D) direct response print
E) catalogues

Question 16

Compared to solo direct mail, co-operative direct mail

A) is commonly employed in business-to-business communication
B) is more expensive
C) has lower response rate
D) has a higher response rate
E) consists of specialized offers sent directly to prospects

Question 17

A statement stuffer is also known as a

A) leaflet
B) catalogue
C) bounce back
D) folder
E) flyer

Question 18

In terms of net advertising revenues in Canada, direct mail generates

A) $1.24 billion
B) $2.2 billion
C) $0.5 billion
D) $3.0 billion
E) $3.5 billion

Question 19

In business-to-business markets, advertisers find ________ useful for demonstration purposes.

A) flyers
B) reply cards
C) DVDs
D) sales letters
E) folders

Question 20

One of the major forms of direct-response advertising includes

A) telemarketing
B) promotions
C) point-of-purchase transactions
D) personal selling
E) radio commercials

Question 21

A proper mailing list offers an advertiser not only demographic selectivity but also the opportunity to

A) enhance its image
B) ensure quality of reproduction
C) include long copy
D) deliver messages to specific geographic locations
E) control the delivery date

Question 22

Canada Post's research indicates that 89% of people will open a direct mail piece if it

A) comes from a local company
B) comes from a company they know
C) comes from a Fortune 500 Company
D) looks intriguing
E) has a stamp on it

Question 23

The most common means of direct mail delivery is Canada Post. One of the options Canada Post offers for direct mail is

A) addressed mail
B) Purolator
C) parcel post
D) priority post
E) express

Question 24

The success of a direct mail campaign is measured in one way-the sales generated by the mailing. As a general rule, business-oriented direct mail receives _____of responses within the first week of the mailing.

A) 25%
B) 10%
C) 15%
D) 20%
E) 5%

Question 25

One of the disadvantages of direct mail is

A) lack of measurability
B) lack of advertiser control
C) clutter
D) its reputation as "junk mail"
E) lack of creative flexibility

Question 26

Targeting an audience based on demographic, psychographic and behavioural data is known as

A) geomapping
B) house list
C) response list
D) circulation list
E) merge/purge

Question 27

There are two types of direct-response television, one of which is

A) short form
B) interactive
C) branded
D) corporate
E) traditional

Question 28

The national reach potential is very high for

A) telemarketing
B) DRTV
C) bounce backs
D) co-operative direct mail
E) selective direct mail

Question 29

When Shoppers Drug Mart accumulates considerable data on customers through its Optimum Card, they are able to create

A) a merge/purge
B) a house list
C) a list broker
D) an external list source
E) a response list

Question 30

A buyer can provide the profile of the target customer and receive a list of possible prospects on a cost-per-name basis from a

A) list broker
B) direct response agency
C) co-operative direct mail
D) Canada Post
E) house list

Question 31

Lists prepared from government, census, telephone, warranty, and other publication information are referred to as

A) house lists
B) circulation lists
C) merged lists
D) response lists
E) compiled lists

Question 32

The practice of including a pre-printed reply card or envelope which is postage-paid is classified as

A) addressed mail
B) express post
C) business reply mail
D) unaddressed mail
E) priority post

Question 33

In comparison to magazines, direct mail

A) needs more research
B) must solicit support from newspapers
C) costs less per exposure
D) must grab attention without editorial assistance
E) doesn't need to be as attractive

Question 34

Three basic steps are involved in buying direct mail: obtaining a proper prospect list, conceiving and producing the mailing piece, and

A) distributing the final version
B) purchasing media space
C) creating the catalogue
D) obtaining a 1-800 number
E) analyzing the response rate

Question 35

A response list is a list of

A) magazine subscribers
B) current customers
C) publication information
D) proven mail-order buyers
E) brokers

Question 36

Circulation lists are magazine subscription lists that target potential customers by

A) number of children
B) interest or activity
C) income
D) age
E) city

Question 37

The backbone of an entire direct mail campaign is the

A) inexpensive costs
B) direct mail list
C) quality of the paper
D) lack of competition
E) Canada Post system

Question 38

To reach its target audience, specific neighbourhoods can be targeted with

A) social networking
B) newspaper media
C) postage-paid envelopes
D) rented address lists
E) geomapping

Question 39

Canada Post's research indicates that 79% of people will open a direct mail piece if

A) their name is on it
B) it is an unusual shape
C) the offer is on the envelope
D) the envelope is full colour
E) the envelope is thick

Question 40

When numerous lists are purchased, they are often combined and stripped of duplicate names through this process:

A) response listing
B) compiling
C) list brokering
D) house listing
E) merge/purge

Question 41

Catalogues are distributed by large retail chains and other direct-marketing organizations. The largest catalogue in Canada is from

A) Canadian Tire
B) Harry Rosen
C) Mountain Equipment Co-op
D) IKEA
E) Sears

Question 42

Long-form commercials are commonly referred to as

A) infomercials
B) time-dependent commercials
C) demo commercials
D) prolonged commercials
E) consumer-response commercials

Question 43

One element of a successful telemarketing is to

A) read the script verbatim
B) focus on new customers
C) establish rapport and gain attention quickly
D) use long sentences
E) treat all customers identically

Question 44

Direct home shopping is a service provided by cable television channel

A) HGTV
B) TSN
C) TSC
D) WTN
E) PBS

Question 45

Organizations wanting to reach female homeowners who are interested in decorating would be interested in a circulation list of

A) subscribers to a home decorating magazine
B) loyalty card members of a home decorating store
C) a report on home decorating businesses
D) compiled lists of homeowners
E) proven mail order buyers

Question 46

According to experts, producing a 30-minute infomercial costs at least

A) $250,000
B) $20,000
C) $10,000
D) $5,000
E) $50,000

Question 47

Advantages of addressed mail include

A) prestige
B) geographic flexibility
C) lifespan
D) cost savings
E) the return of undeliverable mail

Question 48

A central operation from which a company operates its inbound and outbound telemarketing programs is a

A) call centre
B) clearing house
C) advertising agency
D) fulfillment organization
E) support contact centre

Question 49

Given that telemarketing is not a well-liked by consumers, perhaps the future success of telemarketing lies in

A) co-operative telemarketing
B) PIPEDA
C) inbound telemarketing
D) solo telemarketing
E) outbound telemarketing

Question 50

A list of Chatelaine magazine subscribers is an example of a

A) merge/purge
B) compiled list
C) house list
D) circulation list
E) response list

Question 51

Direct mail is a good medium for

A) distributing free samples
B) using colour
C) cost per exposure
D) editorial support
E) long lifespan

Question 52

An insert that is strip-glued (a gum-like glue) directly into a publication is called a

A) sample
B) gatefold
C) flexform
D) reply card
E) tip-in

Question 53

One purpose of outbound telemarketing is to

A) generate classified ads
B) develop new accounts
C) take orders
D) answer customer inquiries
E) deal with outdoor products and services

Question 54

One of the advantages of direct-response television advertising includes its

A) production values
B) credibility
C) opportunity for demonstration
D) image
E) its lifespan

Question 55

An infomercial may last as long as

A) 60 seconds
B) 60 minutes
C) 5 minutes
D) 12 minutes
E) 90 seconds

Question 56

Audience selectivity of direct mail reduces

A) cost
B) advertiser control
C) circulation waste
D) duplication
E) measurability

Question 57

One of the disadvantages of direct-response television is

A) late night scheduling
B) fulfillment
C) cost
D) its inflexibility
E) consumer skepticism about the message

Question 58

In direct response television advertising, unsold inventory available on short notice at a lower cost is called

A) leftover time
B) free time
C) discounted inventory
D) remnant time
E) circulation waste

Question 59

Factors that contribute to the high absolute costs of direct mail include

A) marketing research
B) agency fees
C) circulation
D) fulfillment
E) applicable taxes

Question 60

A "house list" is defined as an internal customer list. An example would be

A) the census
B) the book-of-the-month club buyers
C) the telephone directory
D) a magazine subscription list
E) a retail loyalty program such as Shoppers' Optimum

Question 61

Co-operative direct mail has a higher response rate than solo direct mail.

Question 62

Direct response advertising is advertising through any medium designed to generate a response by any means that is measurable.

Question 63

Direct mail can be effective for national advertisers who want to target a geographic area where sales are lower than average.

Question 64

The merge/purge process combines numerous purchased lists without regard for duplicate names.

Question 65

Telemarketing involves the use of telecommunications.

Question 66

When the absolute costs of direct mail are tallied, they are usually lower than other print media.

Question 67

Direct mail fits between traditional mass media and online media.

Question 68

A good mailing list results in minimal circulation waste.

Question 69

As an advertising medium, direct mail ranks second.

Question 70

It is estimated that less than 50% of the success or failure of any mail campaign hinges upon the database that is used.

Question 71

Statement stuffers are bounce backs.

Question 72

A credit-card holder being offered special savings on a hotel package via a monthly charge-account statement is an example of a bounce back.

Question 73

Direct response advertising is a form of advertising that communicates messages directly to prospective customers.

Question 74

Unaddressed mail offers some degree of personalization and garners a higher response rate than personalized mail.

Question 75

Co-operative direct mailing has proven to be one of the most effective forms of print media for generating trial purchase.

Question 76

Direct mail is a form of advertising communicated to prospects only through the postal service.

Question 77

Selective direct mail is another term for solo direct mail.

Question 78

A DVD may be sent to a serious prospect for more expensive products.

Question 79

Almost 90% of people are likely to open direct mail if it looks interesting.

Question 80

Direct mailings to businesses may be discarded, particularly if several mailings from different suppliers are received at the same time.