Question 1

Direct Data is a service firm specializing in collecting and analyzing data about potential customers for a variety of direct marketers. Direct Data tracks geographic, demographic, and psychographic data, pulling together lists of target potential customers for its clients. When creating direct mail messages, Direct Data's clients likely use this information to ________.

Accepted Answer

A)  build in feedback
B)  manage negative perceptions about direct marketing
C)  personalize the message
D)  tell a complete sales story
E)  reach those unreachable by other media

Question 2

Which of the following is a general guideline that applies to message development in direct marketing?

Accepted Answer

A)  The message is often longer and contains more explanation and detail than an advertising message does.
B)  Message copy tends to be written in an impersonal, formal style.
C)  The message should not touch on the issue of product reliability.
D)  The message should be very brief and to the point.
E)  The message should not include information about a return policy or warranty.

Question 3

The Register of Known Spam Operations (Rokso) is a kind of "most wanted" list of spammers that is maintained by ________.

Accepted Answer

A)  the Federal Trade Commission
B)  the Direct Marketing Association
C)  the U.S. Postal Service
D)  Internet hosts and service providers
E)  the CAN-SPAM Act

Question 4

Refer to the passage below to answer the questions that follow.
Proactive Solution is a skincare system to help people with acne. Proactive was originally sold only through direct marketing. The consumer had to enroll in the Proactive Solution Clear Skin Club. However, now some large malls have kiosks selling Proactive Solution products without the club membership, but the prices are much higher. Proactive Solution has had one of the longest-running infomercials on television, and its product line is also sold through magazine ads. Through these mediums, consumers can purchase the product directly by calling, mailing, or going through the Internet to submit an order.
-What do you think Proactive Solution uses to track consumer purchases? How can they use this to restart customers who have joined the club but later quit?

Accepted Answer

Databases can be used to keep track of c...

Question 5

Discuss how legitimate direct marketers can respond to the criticisms surrounding e-mail marketing.

Accepted Answer

Many companies now use permission market...

Question 6

Which of the following are the two types of telemarketing?

Accepted Answer

A)  opt-in and opt-out
B)  toll and toll-free
C)  internal and external
D)  business and organizational
E)  inbound and outbound

Question 7

More direct-marketing dollars are spent on telemarketing than on any other medium.

Accepted Answer

A) True 
 B)False

Question 8

Jack, a successful businessman, is annoyed by the barrage of junk mail he receives from credit card companies. What would you recommend that Jack do to reduce the credit card solicitations he receives?

Accepted Answer

To get off credit card solicitation list...

Question 9

What is the second step in the direct marketing process?

Accepted Answer

A)  setting objectives and making strategic decisions
B)  communication of the offer
C)  customer ordering
D)  fulfillment
E)  relationship building

Question 10

Advertising agencies do not play a role in direct-response marketing.

Accepted Answer

A) True 
 B)False

Question 11

Direct marketing is the model for e-commerce.

Accepted Answer

A) True 
 B)False

Question 12

Service firms in direct marketing specialize in ________.

Accepted Answer

A)  printing
B)  mailing
C)  list brokering
D)  A and B
E)  A, B, and C

Question 13

The database marketing process begins with a(n) ________ that could include completing a warranty card, entering a contest or sweepstake, or opting in on a website.

Accepted Answer

A)  behavioral target
B)  house list
C)  information collection point
D)  merged list
E)  response list

Question 14

Radio is not an appropriate medium for direct-response advertising.

Accepted Answer

A) True 
 B)False

Question 15

Which type of list is derived from people who have responded to some type of direct-response offer?

Accepted Answer

A)  data list
B)  house list
C)  compiled list
D)  response list
E)  prospect list

Question 16

Name and describe the five basic steps in direct marketing.

Accepted Answer

The steps in direct marketing are:
(1)Se...

Question 17

A toll-free phone number, an order coupon, a website, and an e-mail address are examples of ________.

Accepted Answer

A)  steps in the direct marketing process
B)  direct marketing
C)  measures of effectiveness in direct marketing
D)  contact elements that can be included in a direct-response advertisement
E)  the offer in direct marketing

Question 18

Which of the following is NOT part of the fulfillment stage of the direct marketing process?

Accepted Answer

A)  receiving payment
B)  delivering the product
C)  providing delivery tracking information to customers
D)  providing financing for customers
E)  processing the transaction

Question 19

The marketing manager of Charlie's Car Parts uses a customer database to e-mail promotional information to customers. The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Accepted Answer

A) True 
 B)False

Question 20

Name and describe the seven stages of the database marketing process.

Accepted Answer

Stages in the database marketing process...

Exam 16: Direct-Response

Correct Answer
verified
Databases can be used to keep track of c...
View Answer

Radio is not an appropriate medium for direct-response advertising.

Correct Answer
verified

Direct marketing is the model for e-commerce.

Correct Answer
verified

Service firms in direct marketing specialize in ________.

Correct Answer
verified

Which of the following is a general guideline that applies to message development in direct marketing?

Correct Answer
verified

Name and describe the seven stages of the database marketing process.

Correct Answer
verified
Stages in the database marketing process...
View Answer

More direct-marketing dollars are spent on telemarketing than on any other medium.

Correct Answer
verified

Name and describe the five basic steps in direct marketing.

Correct Answer
verified
The steps in direct marketing are:
(1)Se...
View Answer

The Register of Known Spam Operations (Rokso) is a kind of "most wanted" list of spammers that is maintained by ________.

Correct Answer
verified

Which type of list is derived from people who have responded to some type of direct-response offer?

Correct Answer
verified

The database marketing process begins with a(n) ________ that could include completing a warranty card, entering a contest or sweepstake, or opting in on a website.

Correct Answer
verified

Which of the following are the two types of telemarketing?

Correct Answer
verified

A toll-free phone number, an order coupon, a website, and an e-mail address are examples of ________.

Correct Answer
verified

Jack, a successful businessman, is annoyed by the barrage of junk mail he receives from credit card companies. What would you recommend that Jack do to reduce the credit card solicitations he receives?

Correct Answer
verified
To get off credit card solicitation list...
View Answer

The marketing manager of Charlie's Car Parts uses a customer database to e-mail promotional information to customers. The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Correct Answer
verified

Correct Answer
verified

Which of the following is NOT part of the fulfillment stage of the direct marketing process?

Correct Answer
verified

Advertising agencies do not play a role in direct-response marketing.

Correct Answer
verified

Discuss how legitimate direct marketers can respond to the criticisms surrounding e-mail marketing.

Correct Answer
verified
Many companies now use permission market...
View Answer

What is the second step in the direct marketing process?

Correct Answer
verified

Exam 16: Direct-Response

Correct AnswerverifiedDatabases can be used to keep track of c...View AnswerShow Answer

Radio is not an appropriate medium for direct-response advertising.

Correct AnswerverifiedShow Answer

Direct marketing is the model for e-commerce.

Correct AnswerverifiedShow Answer

Service firms in direct marketing specialize in ________.

Correct AnswerverifiedShow Answer

Which of the following is a general guideline that applies to message development in direct marketing?

Correct AnswerverifiedShow Answer

Name and describe the seven stages of the database marketing process.

Correct AnswerverifiedStages in the database marketing process...View AnswerShow Answer

More direct-marketing dollars are spent on telemarketing than on any other medium.

Correct AnswerverifiedShow Answer

Name and describe the five basic steps in direct marketing.

Correct AnswerverifiedThe steps in direct marketing are:(1)Se...View AnswerShow Answer

The Register of Known Spam Operations (Rokso) is a kind of "most wanted" list of spammers that is maintained by ________.

Correct AnswerverifiedShow Answer

Which type of list is derived from people who have responded to some type of direct-response offer?

Correct AnswerverifiedShow Answer

The database marketing process begins with a(n) ________ that could include completing a warranty card, entering a contest or sweepstake, or opting in on a website.

Correct AnswerverifiedShow Answer

Which of the following are the two types of telemarketing?

Correct AnswerverifiedShow Answer

A toll-free phone number, an order coupon, a website, and an e-mail address are examples of ________.

Correct AnswerverifiedShow Answer

Jack, a successful businessman, is annoyed by the barrage of junk mail he receives from credit card companies. What would you recommend that Jack do to reduce the credit card solicitations he receives?

Correct AnswerverifiedTo get off credit card solicitation list...View AnswerShow Answer

The marketing manager of Charlie's Car Parts uses a customer database to e-mail promotional information to customers. The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is NOT part of the fulfillment stage of the direct marketing process?

Correct AnswerverifiedShow Answer

Advertising agencies do not play a role in direct-response marketing.

Correct AnswerverifiedShow Answer

Discuss how legitimate direct marketers can respond to the criticisms surrounding e-mail marketing.

Correct AnswerverifiedMany companies now use permission market...View AnswerShow Answer

What is the second step in the direct marketing process?

Correct AnswerverifiedShow Answer

Correct Answer
verified
Databases can be used to keep track of c...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Stages in the database marketing process...
View Answer

Correct Answer
verified

Correct Answer
verified
The steps in direct marketing are:
(1)Se...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
To get off credit card solicitation list...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Many companies now use permission market...
View Answer

Correct Answer
verified