MKT 4233 Ch 14 – Flashcards
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Which of the following statements is true?
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Direct marketing is an aspect of total marketing.
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Direct marketing:
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is a valuable tool in the integrated communications program.
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________is a system of marketing by which organizations communicate directly with target customers to generate a response or transaction
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Direct marketing
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Which of the following is an example of direct-response media?
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a. Direct mail b. Telemarketing c. The Internet *d. All of the above.
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One of the reasons for the recent, rapid growth of direct marketing in American society is the:
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increased use of consumer credit cards.
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Jay receives print ads from Beryl, Inc., a manufacturer of computer printers, marketing its ink cartridges to his as he is a regular buyer of Beryl ink cartridges. Which of the following combinations of promotional media is Beryl using?
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Direct marketing and advertising.
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The most common direct marketing objective that is typically expected by companies is to:
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seek a behavioral response.
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Under the two-step approach of direct marketing, the first effort is designed to screen, or qualify potential buyers and the second effort:
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generates the response.
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Which of the following is true of direct mail?
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Keys to the success of direct mail are the mailing list.
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Which of the following statements is true of the use of catalogs in the direct-marketing industry?
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The emotional appeal of a traditional catalog exceeds that of online catalogs.
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Which of the following statements is true of the use of direct mail on the Internet (e-mail) in the direct-marketing industry?
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It attempts to reach consumers with specific needs through targeted messages.
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Direct marketing in the broadcast industry involves:
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direct-response advertising and support advertising.
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Which of the following statements best defines an infomercial?
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It is a long commercial that is designed to fit into a 30-minute or 1-hour time slot.
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Which of the following factors has led to a dramatic increase in home shopping?
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The development of toll-free telephone numbers combined with the widespread use of credit cards.
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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.
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magazines and newspapers
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Problems associated with telemarking include its potential for:
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a. fraud. b. deception. c. annoyance. *d. All of the above.
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__________is the personal presentation, demonstration, and sales of products to consumers in their homes.
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Direct selling
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A form of direct selling is_________________.
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a. repetitive person-to-person selling b. nonrepetitive person-to-person selling c. party plans *d. All of the above.
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Which of the following measures aids direct marketers in evaluating the relative effectiveness of an ad based on the number of calls generated.
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Cost per new prospect (PNP)
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An advantage of direct marketing is __________and a disadvantage is___________.
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personalization of messages; rising costs
