Question 1

In case of ____,the salesperson visits the buyer's home,job site,or other location to sell infrequently purchased products or services.

Accepted Answer

A)  repetitive person-to-person selling
B)  non-repetitive person-to-person selling
C)  party plans
D)  homeshopping
E)  telemarketing

Question 2

Market segmentation in the direct marketing industry:

Accepted Answer

A)  is not a viable strategy.
B)  is used effectively by only a few large companies.
C)  is considered less efficient than mass mailings.
D)  is directly tied to the mailing list.
E)  is unnecessary because demographic and geographic selectivity exist without any segmentation.

Question 3

Infomercials are:

Accepted Answer

A)  primarily designed to sell products that would be classified as fads.
B)  always televised during off-viewing hours.
C)  never appear on network television.
D)  part of a two-step program,and their effectiveness cannot be measured.
E)  typically produced by the advertiser.

Question 4

Which effectiveness measure is most commonly employed in direct marketing?

Accepted Answer

A)  Cost per order (CPO) 
B)  Cost per thousand (CPM) 
C)  Cost per man-hour (CPMH) 
D)  Cost per new prospect (CPNP) 
E)  Sales per database name (SDN)

Question 5

Both direct marketing and advertising could support one another.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements about infomercials is true?

Accepted Answer

A)  By definition,infomercials must be at least 30 minutes in length.
B)  Retail stores are experiencing dramatic drops in sales as a result of the growing number of infomercials.
C)  Studies have proven infomercials are not watched and do not sell.
D)  Infomercials are never used by reputable,Fortune 500-type companies.
E)  Some consumer groups are concerned that infomercials may be confused with regular television programming.

Question 7

Direct marketers make use of database in order to:

Accepted Answer

A)  create informercials.
B)  segment and target their markets.
C)  position their product or service.
D)  develop their promotional mix.
E)  select the direct marketing strategies to be employed.

Question 8

The two-step approach to direct marketing:

Accepted Answer

A)  asks for an immediate sale.
B)  uses the first contact to screen potential buyers.
C)  is commonly found in direct sales.
D)  is followed by a professional sales call.
E)  is similar to missionary selling.

Question 9

To purchase cookware,music CDs,and exercise videos advertised on television consumers are asked to call a toll-free telephone number.Viewers are instructed to have their credit cards handy when they call to place the order.This form of direct marketing is referred to as:

Accepted Answer

A)  outbound telemarketing.
B)  videotext.
C)  the one-step approach.
D)  the two-step approach.
E)  support marketing.

Question 10

_____ is a method of collecting and storing a large amount of regularly updated information about the customers in the database.

Accepted Answer

A)  Customer development index
B)  Focus groups
C)  Delphi method
D)  RFM scoring method
E)  Cost per order method

Question 11

Keys to the success of direct mail are the mailing lists.

Accepted Answer

A) True 
 B)False

Question 12

A television ad for Pizza Hut telling you to look in your mailbox for coupon offers that will save you big bucks on your next pizza order is an example of:

Accepted Answer

A)  supplementary promotion.
B)  support advertising.
C)  a one-step direct marketing approach.
D)  add-on marketing.
E)  sweeps marketing.

Question 13

With an offer to subscribe to a cooking magazine,Rosina was offered the opportunity to buy a set of cookware,an electric can opener,and a coffee maker that were featured in the publication and selected by the magazine editors as the best value for the money.This is an example of:

Accepted Answer

A)  cross-selling.
B)  renewal marketing.
C)  an unethical business practice.
D)  membership-based marketing.
E)  remarketing.

Question 14

The main objective of direct marketing is to seek a direct response.

Accepted Answer

A) True 
 B)False

Question 15

SRDS,a United States organization provides information regarding both consumer and business lists.SRDS stands for:

Accepted Answer

A)  Standard Rate Dialling Service.
B)  Standard Rate and Data Service.
C)  Standard Rate Direct Source.
D)  State Residency Direct Service.
E)  Standard Real Data Source.

Question 16

Adding a(n) _____ to a direct mailer has proved to increase response rates.

Accepted Answer

A)  contest
B)  promotional product
C)  informercial
D)  needledrop
E)  sweeps period

Question 17

Which of the following statements is true about the use of broadcast media by the direct-marketing industry?

Accepted Answer

A)  Direct-response advertising is the broadcast industry does not use support advertising.
B)  More direct-response advertising is broadcast on radio than on television.
C)  The use of broadcast media over the next five years is expected to increase at a faster rate than ever before.
D)  The two-step approach is often used with direct-response advertising on the radio.
E)  When a toll-free number is included in a direct-response ad,it is called support advertising.

Question 18

_____ is a type of direct marketing that is designed to do exactly that-supports other forms of advertising.

Accepted Answer

A)  Outdoor advertising
B)  Publicity
C)  Support advertising
D)  Sales promotion
E)  Direct response advertising

Question 19

An Electrolux vacuum cleaner salesperson selling door-to-door is an example of which form of direct selling?

Accepted Answer

A)  Repetitive person-to-person selling
B)  Party plan
C)  Two-step approach
D)  Non-repetitive person-to-person selling
E)  Support selling

Question 20

A ____,maintained by direct marketers,contains a listing of current and/or potential customers of the organization.

Accepted Answer

A)  informercial
B)  junk mail
C)  spot
D)  database
E)  response bag

Exam 12: Direct Marketing

Adding a(n) _____ to a direct mailer has proved to increase response rates.

Correct AnswerverifiedShow Answer

Which of the following statements is true about the use of broadcast media by the direct-marketing industry?

Correct AnswerverifiedShow Answer

A television ad for Pizza Hut telling you to look in your mailbox for coupon offers that will save you big bucks on your next pizza order is an example of:

Correct AnswerverifiedShow Answer

The two-step approach to direct marketing:

Correct AnswerverifiedShow Answer

A ____,maintained by direct marketers,contains a listing of current and/or potential customers of the organization.

Correct AnswerverifiedShow Answer

The main objective of direct marketing is to seek a direct response.

Correct AnswerverifiedShow Answer

Direct marketers make use of database in order to:

Correct AnswerverifiedShow Answer

Keys to the success of direct mail are the mailing lists.

Correct AnswerverifiedShow Answer

An Electrolux vacuum cleaner salesperson selling door-to-door is an example of which form of direct selling?

Correct AnswerverifiedShow Answer

Which effectiveness measure is most commonly employed in direct marketing?

Correct AnswerverifiedShow Answer

SRDS,a United States organization provides information regarding both consumer and business lists.SRDS stands for:

Correct AnswerverifiedShow Answer

Market segmentation in the direct marketing industry:

Correct AnswerverifiedShow Answer

Infomercials are:

Correct AnswerverifiedShow Answer

Which of the following statements about infomercials is true?

Correct AnswerverifiedShow Answer

_____ is a method of collecting and storing a large amount of regularly updated information about the customers in the database.

Correct AnswerverifiedShow Answer

With an offer to subscribe to a cooking magazine,Rosina was offered the opportunity to buy a set of cookware,an electric can opener,and a coffee maker that were featured in the publication and selected by the magazine editors as the best value for the money.This is an example of:

Correct AnswerverifiedShow Answer

Both direct marketing and advertising could support one another.

Correct AnswerverifiedShow Answer

_____ is a type of direct marketing that is designed to do exactly that-supports other forms of advertising.

Correct AnswerverifiedShow Answer

In case of ____,the salesperson visits the buyer's home,job site,or other location to sell infrequently purchased products or services.

Correct AnswerverifiedShow Answer

To purchase cookware,music CDs,and exercise videos advertised on television consumers are asked to call a toll-free telephone number.Viewers are instructed to have their credit cards handy when they call to place the order.This form of direct marketing is referred to as:

Correct AnswerverifiedShow Answer

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