Question 1

In direct mail, the list is the media plan.

Accepted Answer

A) True 
 B)False

Question 2

What role do catalogs play in direct marketing, and what does the future hold for this type of direct-response selling?

Accepted Answer

Catalogs play a crucial role in direct m...

Question 3

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Accepted Answer

The answer of ________ attempts to find those characteristics of...

Question 4

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

Accepted Answer

A)  higher customer loyalty and retention.
B)  reduced costs for repairs.
C)  less need for Web site security.
D)  reduced manufacturing costs.
E)  less cross-selling.

Question 5

When it comes to DRTV, which of the following would NOT be an inherent advantage?

Accepted Answer

A)  shows product in use
B)  creates excitement for product demonstrations in realistic circumstances
C)  inexpensive way to rid TV of commercials
D)  significant way to test various product benefits and measure sales response
E)  almost immediate results compared to almost all other media F) time sensitivity related to a spot

Question 6

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Accepted Answer

A)  create fewer dot-coms.
B)  pay even more attention to branding.
C)  link more traditional media more prudently.
D)  avoid integration of online with their media mix.
E)  phish with Web sites that resemble their competitor's.

Question 7

One of the intriguing areas of media marketing gaining advertisers' attention is:

Accepted Answer

A)  the dot-coms.
B)  e-mail.
C)  social networks.
D)  iPhone.
E)  iPad.

Question 8

Restrictive legislation and regulations on the state and federal level have focused recently on:

Accepted Answer

A)  coupons.
B)  Internet marketers.
C)  mall intercepts.
D)  direct mail.
E)  trading mailing lists.

Question 9

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Accepted Answer

A) True 
 B)False

Question 10

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

Accepted Answer

The answer of A form of package inserts, ________ are...

Question 11

Which of the following is NOT true of direct mail as an advertising medium?

Accepted Answer

A)  It represents 23% of U.S. advertising expenditures.
B)  Direct mail's share of direct response advertising will decrease in the future due to rising costs.
C)  The sheer volume of mail that households receive makes it difficult to gain a competitive advantage.
D)  As long as a business has a quality product and a competitive offer, the mailing list is not that important.
E)  Despite recent competition from e-mail, telemarketing, and other direct-marketing options, direct mail remains a primary advertising vehicle.

Question 12

According to Advertising Age, in 2008, the top digital advertising agency was:

Accepted Answer

A)  Sapient.
B)  Digitas.
C)  IBM Interactive.
D)  Wunderman.
E)  General Motors.

Question 13

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

Accepted Answer

A) True 
 B)False

Question 14

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

Accepted Answer

A) True 
 B)False

Question 15

Ethical e-mail marketers are advocating that:

Accepted Answer

A)  they be allowed to send mass online messages with the proviso that consumers can then opt-out of future communication.
B)  there be no opt-out opportunity for consumers once they accept an initial e-mail.
C)  there be stringent opt-in requirements.
D)  they need not include their privacy policy in an e-mail or its link.
E)  all use of e-mail for commercial purposes be forbidden.

Question 16

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Accepted Answer

A)  more use of new communication technologies.
B)  less use of communication theories.
C)  a blending of old and new communication strategies and technologies.
D)  more use of tested communications theories.
E)  dropping all traditional methods and shifting to new technology.

Exam 13: Digital and Direct-Response Advertising

When it comes to DRTV, which of the following would NOT be an inherent advantage?

Correct Answer
verified

What role do catalogs play in direct marketing, and what does the future hold for this type of direct-response selling?

Correct Answer
Answered by ExamLex AI
Catalogs play a crucial role in direct m...
View Answer

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Correct Answer
verified

In direct mail, the list is the media plan.

Correct Answer
verified

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

Correct Answer
verified

Restrictive legislation and regulations on the state and federal level have focused recently on:

Correct Answer
verified

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

Correct Answer
verified

One of the intriguing areas of media marketing gaining advertisers' attention is:

Correct Answer
verified

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Correct Answer
verified

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Correct Answer
verified

According to Advertising Age, in 2008, the top digital advertising agency was:

Correct Answer
verified

Ethical e-mail marketers are advocating that:

Correct Answer
verified

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Correct Answer
verified

Which of the following is NOT true of direct mail as an advertising medium?

Correct Answer
verified

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

Correct Answer
verified

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

Correct Answer
verified

Exam 13: Digital and Direct-Response Advertising

When it comes to DRTV, which of the following would NOT be an inherent advantage?

Correct AnswerverifiedShow Answer

What role do catalogs play in direct marketing, and what does the future hold for this type of direct-response selling?

Correct AnswerAnswered by ExamLex AICatalogs play a crucial role in direct m...View AnswerShow Answer

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

Correct AnswerverifiedShow Answer

In direct mail, the list is the media plan.

Correct AnswerverifiedShow Answer

List decoying is a technique used by list brokers to avoid list abuses, such as a company contracting to use a list once but then using it several times.

Correct AnswerverifiedShow Answer

Restrictive legislation and regulations on the state and federal level have focused recently on:

Correct AnswerverifiedShow Answer

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

Correct AnswerverifiedShow Answer

One of the intriguing areas of media marketing gaining advertisers' attention is:

Correct AnswerverifiedShow Answer

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Correct AnswerverifiedShow Answer

Research from the Polk Center for Automotive Studies says over one-third of first-time car buyers listed the Internet as their most important informational tool.

Correct AnswerverifiedShow Answer

According to Advertising Age, in 2008, the top digital advertising agency was:

Correct AnswerverifiedShow Answer

Ethical e-mail marketers are advocating that:

Correct AnswerverifiedShow Answer

Because the sheer number of online options can make users impatient, there is a heightened need for companies to:

Correct AnswerverifiedShow Answer

Which of the following is NOT true of direct mail as an advertising medium?

Correct AnswerverifiedShow Answer

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

Correct AnswerverifiedShow Answer

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
Catalogs play a crucial role in direct m...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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