Deck 12: The One to One Media

Question 1

Stable markets,limited selling capacity and high-cost-per-sales-call situations require loose lead strategies.

Answer 1

False

Question 2

Since the impacts achieved by advertising cannot be directly,easily or accurately measured,it is not considered in the DMA's definition of direct marketing.

Answer 2

False

Question 3

Generally,lists of potential buyers who have responded to direct mail offers in the recent past are more productive than traditional compiled lists.

Answer 3

True

Question 4

In every situation,direct mail can provide a product demonstration.

Question 5

Direct mail probably leads all other media options in terms of versatility.

Question 6

Direct mail is probably unmatched in terms of personalization,benefit amplification and forcefulness of the call to action.

Question 7

Prospector telemarketing can be used to reactivate dormant accounts.

Question 8

Response rates shrink mail coverage by 10 to 20 percent.

Question 9

Among the media that may be used for direct marketing,only the telephone can qualify as a "stand-alone" medium.

Question 10

Direct mail can be used to sell to dealers or other influencers.

Question 11

If a firm adopts a loose lead strategy,it must also have confidence in its qualifying processto sort out good leads from bad.

Question 12

Generally,rented lists tend to "go stale" in a year,yielding less than 80 percent coverage.

Question 13

Customer profiles tend to reside on the supplier's server as a result of standardization.

Question 14

Personal selling is the most important part of the direct marketing mix.

Question 15

It always takes several weeks to design and execute telemarketing programs.

Question 16

Direct mail campaigns can be implemented in a few days.

Question 17

By definition,direct marketing includes only face-to-face interactions-advertising is excluded.

Question 18

The rapid growth of the Internet has all but destroyed direct mail marketing.

Question 19

The major strength of a good in-house telemarketing operation is control.

Question 20

Bots are a form of illegal "spyware" that allows sellers to track buyers through their internet treks.

Question 21

A print advertisement can be considered as direct marketing if it:

A) Gives a request for information
B) Gives an indirect order
C) Does not enable an observable response
D) Does not enable behavioral response
E) Does not give a request for information

Question 22

These are professionals serving both list owner and marketer.

A) Publishers
B) Inquirers
C) List brokers
D) Subscribers
E) Purchasers

Question 23

At a minimum,a(n)_____ is a list containing company names,addresses and phone numbers.

A) Design
B) Database
C) Program
D) Server
E) Open-source

Question 24

These lists can be generated from internal databases.

A) House
B) Compiled
C) Response
D) Business
E) External

Question 25

Which of the following statement regarding responses generated in advertising is TRUE?

A) All of the responses are measurable
B) Only some of the responses are measurable
C) Advertising does not generate any responses
D) Responses are not readily observable
E) Responses can be observed only in laboratory situations

Question 26

Markets with high turnover among buyers or many members in the buying center,new products and forays into new markets are situations that call for:

A) Loose lead strategies
B) Qualified lead strategies
C) Tight lead strategies
D) Respondent lead strategies
E) Purchaser lead strategies

Question 27

Which of the following is NOT likely to qualify as a channel of direct marketing?

A) Telephone
B) E-mail
C) Trade shows
D) Online channels
E) Internet

Question 28

Which of the following is NOT true of direct marketing?

A) It is a form of marketing
B) It precludes face-to-face interaction
C) It implies uniqueness in seeking a measurable response
D) Its activities can be stored on databases
E) It is not interactive

Question 29

Which of these lists are assembled by companies that comb public records and even make physical observations?

A) Response
B) House
C) Compiled
D) Internal
E) Hard

Question 30

Lists of another firm's previous mail or telephone purchasers or inquirers are called:

A) Response lists
B) Compiled lists
C) Brokered lists
D) Purchased lists
E) Commercial lists

Question 31

Which of the following is NOT a part of the direct marketing repertoire?

A) Chatty newsletters
B) Specialty magazines
C) Birthday greetings
D) Occasions to say "thanks for your business"
E) Personal selling

Question 32

_____ should ask _____ about deliverability guarantees and measures to verify and update data.

A) Compilers; list users
B) List owners; subscribers
C) Subscribers; purchasers
D) List users; compilers
E) List brokers; marketers

Question 33

List brokers typically charge a commission of about _____ percent of the basic rental price for "merchandising" the list.

A) 5
B) 10
C) 40
D) 20
E) 30

Question 34

High-cost-per-sales-call situations require which of the following lead strategies.

A) Loose
B) Influential
C) Channel
D) Tight
E) Stable

Question 35

Which of the following invest heavily in the collection and verification of data in the public or commercial domain?

A) Subscribers
B) Compilers
C) Purchasers
D) Inquirers
E) Publishers

Question 36

Which of the following is INCORRECT with regard to direct mail marketing programs?

A) It excels at delivering a personalized message
B) It can deliver a message at a precise time
C) It can reach a well-defined market
D) It is the most versatile of the direct media
E) It is inexpensive compared to print advertising

Question 37

Which of these is defined as "an interactive form of marketing using one or more advertising media to effect a measurable response and/or transaction at any location,with this activity stored on database?"

A) Direct marketing
B) Data recovery
C) Personal selling
D) Direct mailing
E) Branding

Question 38

Under this lead strategy,responses are sought from individuals who are already highly qualified.

A) Loose
B) Qualified
C) Tight
D) Respondent
E) Purchaser

Question 39

Direct marketers typically obtain lists from:

A) Brokers
B) Owners
C) Subscribers
D) Customers
E) Inquirers

Question 40

Identify the lead strategy that attempts to generate as many leads as possible,relying on a qualifying process to sort out good leads from bad.

A) Tight
B) Qualified
C) Re-list
D) Loose
E) Computerized

Question 41

Accounts that have stopped buying are called:

A) "dead" accounts
B) Dormant accounts
C) Reactivated accounts
D) Prospector accounts
E) Service accounts

Question 42

Which of the following is NOT a factor that tends to favor in-house operations?

A) Control
B) Access to company database
C) High commitment levels
D) Learning opportunity
E) Avoids heavy investments

Question 43

Direct mail is probably without match/in direct marketing with regard to all of the following advantages EXCEPT:

A) Personalization
B) Amplification of benefits
C) Forcefulness of the call to action
D) Capacity to allow dialogue
E) Vividness and detail

Question 44

"Continuous" telemarketing programs are:

A) Part of a specific strategy for communicating with consumers
B) Designed to cover a market segment periodically, thoroughly and completely
C) Always "outbound"
D) Always "inbound"
E) Carried on only once a year

Question 45

Firms may favor in-house telemarketing in order to achieve all of the following goals EXCEPT:

A) Gain greater control
B) Utilize its database more effectively
C) Secure a high-level of commitment
D) Develop new skills
E) Make use of high levels of expertise

Question 46

Outside telemarketing service bureaus allow a firm to do all of the following EXCEPT:

A) Avoid capital investments
B) Tap into specialized expertise
C) Take advantage of rapid start-up times
D) Have better access to the company database
E) Make use of the nimbleness provided by vendors

Question 47

A tight lead strategy may combine _____ with _____ aimed at a focused list,as a direct response medium.

A) Direct mail; telemarketing
B) Advertising; direct mail
C) Telemarketing; advertising
D) "wicking"; advertising
E) Telequalifying; advertising

Question 48

An important advantage offered by an in-house telemarketing operation as compared to using vendors is:

A) Control
B) Skirts the investments
C) Reveals a high level of expertise
D) Provides nimbleness
E) Quick start-up

Question 49

Which of the following is NOT true of telemarketing?

A) It is systematic
B) It is continuous
C) It involves personal communication with the customer
D) It is a non-specific strategy of communication
E) It is done via telephone

Question 50

Which of the following is NOT true with regard to telephone marketing?

A) It simplifies handling requests for additional information
B) It simplifies identification of decision makers
C) It facilitates the scheduling of sales calls
D) It facilitates follow-up and feedback
E) It is a stand alone medium

Question 51

Telemarketing is limited by all of the following EXCEPT it's:

A) Intrusiveness
B) Inability to provide demonstrations
C) Inability to handle complex questions/explanations well
D) Inability to handle complex customer requirements
E) Ability to sell anything

Question 52

Which of the following is NOT an objective that telemarketing pursues?

A) Account management
B) Field support
C) Prospector service
D) Customer service
E) Product demonstration

Question 53

Under this telemarketing strategy,once a prospect is identified,the account is turned over to the field sales force.

A) Field telemarketing
B) Sales force telemarketing
C) Prospector telemarketing
D) Partial telemarketing
E) Global telemarketing

Question 54

In _____ contact is generated by the marketer.

A) Outbound telemarketing
B) Inbound telemarketing
C) A customer mail
D) Inbound telequalifying
E) Inbound re-qualifying

Question 55

In _____,contact is initiated by the potential customer.

A) Outbound telemarketing
B) Inbound telemarketing
C) Outbound telequalifying
D) A marketing pitch
E) Outbound re-qualifying

Question 56

The telephone is superior to direct mail with regard to:

A) Relevance
B) Vividness
C) Dialogue
D) Detail
E) Cost

Question 57

Unlike a telemarketer,the prospector telemarketer:

A) Always works with a single representative to close the deal
B) Identifies the prospect and makes further calls on the account
C) Has the primary duty of completing a deal
D) Turns over the account to the field force, after identifying a prospect
E) Pursues the account till the deal is closed

Question 58

The greatest weakness of telemarketing is its:

A) Low cost
B) Speed
C) Intrusiveness
D) Ability to reach all prospects
E) Outsourcing potential

Question 59

Direct mail works very well:

A) Only for non profitable organizations
B) When all its elements work together to secure the sale
C) When only a few of its elements work
D) When non-delivery stretches coverage
E) When the value of each response cannot outweigh the cost

Question 60

Telemarketing being systematic typically suggests that it:

A) Is a campaign designed to cover a market segment thoroughly and completely
B) Is a random event
C) Is not a part of a specific strategy of communicating with customers
D) Is a one time program of communicating with customers
E) Cannot be used for ongoing projects, as planning takes long

Question 61

What are lists?

Question 62

_____ may rely on the print ads in trade magazines to generate telephone calls.

A) Telequalifying
B) Website design
C) Data processing
D) Outbound telemarketing
E) Inbound telemarketing

Question 63

Briefly describe the versatility of the telephone as a tool of direct marketing?

Question 64

The mail and the telephone:

A) Were invented to allow one person to communicate with a specific other person
B) Can be engaged to achieve particular communication objectives across a very narrow spectrum
C) Are used only as a secondary media by direct marketing
D) Are used only for establishing outbound contact
E) Are not useful for prospecting, lead development and qualification

Question 65

Adding a toll-free call number to a direct mail copy,typically,finds value as:

A) Potential customers find it easy to initiate contact and put the seller in an adaptive mode
B) It is able to generate a better lead gathering program
C) It is able to satisfy transaction and presale channel preferences of existing customers
D) It eliminates the need of a firm to provide customer service
E) Firms are able to manage logistical operations better

Question 66

A concept which is designed to combine two or more media of marketing communication to work together as a unified force can be described as:

A) Telequalifying
B) Internet marketing
C) Direct marketing
D) Telecommunication
E) Integrated marketing communication

Question 67

This objective of firms on the Web includes,employing websites to satisfy transaction and presale channel preferences of existing customers,targeting new users and delivering information-based products.

A) Customer service
B) Back-office efficiency
C) Customer support
D) Channel management
E) Back office support

Question 68

Which of the following statement about the internet is NOT true?

A) It is a powerful media
B) It has unfolding potential
C) It is not a stand alone media
D) It eliminates the need for different communication channels
E) It should be orchestrated with other media

Question 69

Electronic order-checking has eliminated:

A) Production errors
B) All human interaction
C) Unnecessary human interactions
D) Technological errors
E) Product inefficiency

Question 70

Justify the description of the Internet and e-commerce as "direct mail on steroids"?

Question 71

What do you understand by direct marketing? Identify and explain the four key elements of direct marketing that can be teased out from the definition?

Question 72

Agent software is a term used to describe programs that:

A) Collect data to automatically profile customers and call up custom pages
B) Provide defenses such as blockers and Junk mailboxes
C) Neglect the diversity of communication
D) Serve as a problem-solving centers
E) Are used to reactivate dormant accounts

Question 73

_____ can be used to get past office personnel who filter obvious promotional mail from their supervisor's in-basket.

A) Brochures
B) SPAM
C) Dimensionals
D) Promotionals
E) Sales collaterals

Question 74

Which of the following has been made a thing of the past by electronic ordering?

A) Redundant data entries
B) All human interactions
C) Need for customer support
D) All human errors
E) Necessary human interaction

Question 75

Why is direct mail called the most versatile of direct marketing media?

Question 76

Which of the following is a term used to describe programs that collect data to automatically profile customers and call up custom pages,tailored to the interests and needs of the customer?

A) Downloads
B) Bots
C) SPAM
D) Blogs
E) Spyware

Question 77

This tends to be the most effective medium for driving traffic to a Web site.

A) E-mail communication
B) Telephone
C) Print media
D) Direct mailing
E) Personal selling

Question 78

Using electronic ordering,order checking and shipping that make redundant data entry a thing of the past,best describes which of the following objectives of a Web based firm?

A) Customer service
B) Back-office efficiency
C) Customer support
D) Channel management
E) Channel support

Question 79

Identify the INCORRECT statement about web site synergy in integrated marketing communications today.

A) A large amount of integration is evident
B) Opportunities for integrated media are very few
C) The synergy is only beginning to be explored
D) There is hardly any dicernible "teamwork" between the media
E) Many websites have no phone number and no address

Question 80

_____ can be realized when the promotion mix includes other media and communication channels.

A) Synergies
B) Dimensionals
C) Cost economies
D) Sales
E) Bots