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Chap014 - M/C with answers

M/C with answers
Course

Advertising and Sales Promotion (MRKG2349)

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Academic year: 2021/2022
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College of the North Atlantic

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Chapter 14

Direct Marketing

True / False Questions

  1. Direct marketing is synonymous to direct-marketing media. True False

  2. The increase in the "money rich and time poor" people in the world have led to the success of direct marketing. True False

  3. It is not possible to generate a behavioral response by relying solely on direct marketing. True False

  4. Direct marketing activities are supported by the other elements of the promotional mix. True False

  5. Direct marketing is a form of advertising. True False

  6. Both direct marketing and advertising could support one another. True False

  7. Telemarketing and direct selling are two methods of personal selling used to generate sales. True False

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

  9. The one and only objective of direct marketing is to obtain a direct behavioral response. True False

  10. For CRM to work effectively, a database is required. True False

  11. Ideally, collecting names and information about customers is sufficient in order to maintain and utilize a database effectively. True False

  12. In the two step approach to direct marketing, the first effort generates the sales and the second effort reduces the post purchase dissonance. True False

  13. Direct marketing is restricted to small companies seeking business. True False

  14. Keys to the success of direct mail are the mailing lists. True False

  15. Direct response advertising employs only the one step approach in order to solicit a sales response. True False

  16. _____ is a system of marketing by which organizations communicate directly with target customers to generate a response or transaction. A. Sales promotion B. Word-of-mouth marketing C. Synchro marketing D. Direct marketing E. Publicity

  17. Direct marketing response can take the form of: A. an inquiry. B. awareness. C. knowledge about the product. D. sales promotion. E. push promotional strategy.

  18. Which of the following promotional media create an immediate response in the form of an inquiry, a purchase or even a vote? A. Trade advertising B. Publicity C. Public relations D. Direct marketing E. Synchro marketing

  19. Which of the following is an example of direct-response media? A. Billboards B. Place-based media C. The Internet D. Product placement E. Guerrilla media

  20. _____ are tools by which direct marketers implement the communications process. A. Databases B. Sweeps C. Direct-response media D. Promotional push strategies E. Encoders

  21. Which of the following statements is true about direct marketing? A. Direct marketing is suitable only for consumer-to-consumer advertising. B. Direct response media includes interactive TV and print media. C. Direct marketing is not popular among industrial marketers. D. Direct marketing as a promotional media is suitable only for small retailers. E. Rapid increase in dual income families in America has led to a reduction in the use of direct marketing as a promotional media.

  22. The major impetus behind the growth of direct marketing was the: A. increase in the number of working women. B. invention of the printing press. C. development and expansion of the U. Postal Service. D. development of multinational companies and international markets. E. law that mandated public education.

  23. One of the reasons for the recent, rapid growth of direct marketing in American society is due to the: A. the fact the U. has moved from an industrialized nation to a service nation. B. increase in the number of hours individuals spend watching television. C. proliferation of cellular phones. D. increased use of consumer credit cards. E. development of four-color printing presses.

  24. Joy receives print ads from ‘HP' marketing their ink cartridges to him as it is seen that he is a regular buyer of HP ink cartridges. ‘ HP ' is making use of which of the following combination of promotional mix? A. Advertising and sales promotion B. Direct marketing and advertising C. Sales promotion and public relations D. Direct marketing and sales promotion E. Public relations and support media

  25. OASIS, a charitable foundation, makes use of telemarketing for soliciting funds for charities that go towards child education. This is an example of the use of direct marketing along with: A. advertising. B. sales promotion. C. informercials. D. public relations. E. support media.

  26. Telemarketing and _____ are two methods of personal selling used to generate sales. A. advertising B. sales promotion C. direct selling D. informercials E. homeshopping

  27. Airlines send out mailers or e-mails announcing promotional airfares. Which of the combinations of promotional media do they make use of? A. Advertising and sales promotion B. Advertising and direct marketing C. Sales promotion and direct marketing D. Sales promotion and public relations E. Direct marketing and personal selling

  28. A press conference called by the Winchester County Museum informed the public of the need for major repairs to prevent water damage to the museum's collection of primitive paintings. During the conference, the museum representative announced that each family in Winchester County and neighboring counties could expect to receive a donation envelope in the mail within the next few days. This is an example of the combining of direct marketing with: A. a trade promotion. B. public relations. C. advertising. D. personal selling. E. consumer promotion.

  29. When the University of Miami has volunteers call its alumni and ask them to make contributions to pay for the remodeling of the administration building, it is an example of the combining of direct marketing with: A. a trade promotion. B. public relations. C. advertising. D. personal selling. E. consumer promotion.

  30. Red Bud Florist received a mail with an offer from Aquafoam, a water-soluble foam brick frequently used for arranging fresh flowers. According to the offer, if the owner of Red Bud places an order with Aquafoam, she would be automatically registered to win $10,000 in a customer appreciation contest. This is an example of the combining of direct marketing with: A. a trade promotion. B. public relations. C. advertising. D. personal selling. E. a consumer promotion.

  31. The success of a direct-marketing program is in large part tied to the ability to: A. combine advertising with direct marketing. B. do group marketing. C. do homeshopping. D. combine sales promotion with public relations. E. do one - to - one marketing.

  32. Direct marketers make use of _____ to segment and target their markets. A. informercials B. sweeps periods C. databases D. TV spots E. junk mails

  33. A ____, maintained by direct marketers, contains a listing of current and/or potential customers of the organization. A. informercial B. junk mail C. spot D. database E. response bag

  34. Direct marketers make use of database in order to: 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.

  35. _____ is the use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications. A. Information mining B. Public relations C. Data warehousing D. A marketing information system (MIS) E. Database marketing

  36. The National Geographic Society offers a variety of products to its subscribers through direct marketing. This is an example of: A. cross-selling. B. renewal marketing. C. an unethical business practice. D. membership-based marketing. E. remarketing.

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

  38. For customer relationship management (CRM) to work effectively, a(n) _____ is required. A. database B. sweepstake C. TV spot D. product list E. informercial

  39. To determine the effectiveness of a database, the U. Postal Service recommends an RFM scoring method. The letters RFM stand for: A. recency, frequency and monetary transactions between the company and the customer. B. rate of sales, fixed use fee paid, and markets reached. C. relationship between the company and the customer, frequency of the sale, and monetary transactions between the company and the customer. D. reach, frequency, and markets reached. E. ratio of inquiries to sales, frequency of sales, and market share.

  40. _____ is a method of collecting and storing a large amount of regularly updated information about the customers in the database. A. Customer development index B. Focus groups C. Delphi method D. RFM scoring method E. Cost per order method

  41. Walmart employs a method of collecting and storing data about their customers in which data is entered each time a purchase is made by the customer. This enables the company to track how recently purchases have been made, how often they are made, and what amounts of money are being spent. This helps it in maintaining better relation with its customers. Which of the following methods of maintaining a database is employed by Walmart? A. Delphi technique B. Cost per order method C. RFM scoring method D. Customer development index E. One step approach

  42. The announcer on the television commercial said, "Get your credit card and call now to order the Monster Ballads of Rock & Roll CD." This is an example the _____ direct marketing approach. A. two-step B. group C. one - to - one D. one-step E. three-step

  43. In the _____ approach of direct marketing, the medium is used directly to obtain an order. A. one-to-one B. one-to-many C. indirect D. one-step E. two-step

  44. All the television commercials and other print ads that urge the customer to pick up the phone and call the toll free number to place an order immediately make use of the _____ approach of direct marketing. A. one-step B. two-step C. one-to-one D. indirect E. telemarketing

  45. The goal of the _____ approach of direct marketing is to generate an immediate sale when the ad is shown. A. two-step B. one-step C. RFM scoring D. indirect E. all-in-one

  46. The _____ approach of direct marketing involves the use of more than one medium. A. two-step B. one-step C. RFM scoring D. indirect E. all-in-one

  47. In direct marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use: A. the two-step approach. B. the one-step approach. C. direct mail rather than telemarketing. D. direct-response television. E. SMRB's data on direct marketing purchasers.

  48. The two-step approach to direct marketing: 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.

  49. A television commercial in which Publishers Clearing House urges consumers to look in their mailboxes for soon-to-arrive sweepstakes entries is an example of: A. sweeps marketing. B. add-on marketing. C. specialty advertising. D. the one-step approach to direct marketing. E. the two-step approach to direct marketing.

  50. _____ is often called the ‘junk mail'. A. Sweepstake B. Informercial C. TV spot D. Direct mail E. Database marketing

  51. Market segmentation in the direct marketing industry: 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.

  52. Keys to the success of direct mail are the ____, which constitutes the database from which names are generated, and the ability to segment markets and, of course the offer. A. mailing lists B. informercials C. TV spots D. web pages E. shopping networks

  53. Which of the following statements is true about mailing lists? A. They lead to a lot of waste coverage. B. They have become more current and selective leading to increased effectiveness. C. The most commonly used lists include a set of heterogeneous people. D. The most commonly used lists are of people who have never tried the product. E. The most commonly used lists are of individuals who have used competitor's products.

  54. Companies like A. B. Zeller, Experian, and Nielsen Business Media provide _____ on a national level, and in most metropolitan areas there are firms providing the same service locally. A. TV spots B. network communications C. mailing lists D. infomercials E. marketing loans

  55. Direct marketing in the broadcast industry involves both direct-response advertising and: A. supplementary promotions. B. support advertising. C. a one-step direct marketing approach to sales. D. add-on marketing. E. sweeps marketing.

  56. _____ is a type of direct marketing that is designed to do exactly that—supports other forms of advertising. A. Outdoor advertising B. Publicity C. Support advertising D. Sales promotion E. Direct response advertising

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

  58. Which of the following statements concerning infomercials is true? A. Infomercials are only useful for marketing fads. B. Even critics of infomercials do not consider them to be deceptive. C. The lower costs on cable and satellite channels led to the growth of the infomercial. D. By law, infomercials have to be at least 30 minutes in length. E. Infomercials typically move consumers into the conviction stage of the hierarchy of effects model.

  59. Which of the following statements about infomercials is true? 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.

  60. Infomercials are: 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.

  61. Due to clutter and relatively high costs, the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media. A. magazines and newspapers B. television and radio C. direct mail and catalogs D. newspapers, television, and radio E. newspapers, magazines, and catalogs

  62. Which of the following statements about telemarketing is true? A. Telemarketing is defined as sales without face-to-face contact between the buyer and the seller. B. One of the problems that used to be associated with telemarketing is its potential for fraud and deception, but that problem has been completely eliminated by rigorous self-monitoring. C. Business-to-business marketers do not use telemarketing. D. Telemarketing is only used by for-profit companies. E. Telemarketing relates to sales by telephone.

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Chap014 - M/C with answers

Course: Advertising and Sales Promotion (MRKG2349)

13 Documents
Students shared 13 documents in this course

University: College of the North Atlantic

Was this document helpful?
Chapter 14 - Direct Marketing
Chapter 14
Direct Marketing
True / False Questions
1. Direct marketing is synonymous to direct-marketing media.
True False
2. The increase in the "money rich and time poor" people in the world have led to the success
of direct marketing.
True False
3. It is not possible to generate a behavioral response by relying solely on direct marketing.
True False
4. Direct marketing activities are supported by the other elements of the promotional mix.
True False
5. Direct marketing is a form of advertising.
True False
6. Both direct marketing and advertising could support one another.
True False
7. Telemarketing and direct selling are two methods of personal selling used to generate
sales.
True False
14-1

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