Question 1

Small local businesses

Accepted Answer

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 B

Question 2

Door to door sales

Accepted Answer

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 C

Question 3

Direct and database marketing

Accepted Answer

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

Question 4

Strengths of direct marketing include

Accepted Answer

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

Question 5

Direct and database marketing

Accepted Answer

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 6

Direct and database marketing uses

Accepted Answer

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

Question 7

Loyalty schemes are

Accepted Answer

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 8

Direct mail is

Accepted Answer

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

Question 9

Direct marketing effectiveness

Accepted Answer

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

Question 10

Direct and database marketing weaknesses include

Accepted Answer

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

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

Small local businesses

Door to door sales

Direct and database marketing

Strengths of direct marketing include

Direct and database marketing

Direct and database marketing uses

Loyalty schemes are

Direct mail is

Direct marketing effectiveness

Direct and database marketing weaknesses include