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Exam 15: Direct-Response Marketing

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Question 1

Multiple Choice

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Which of the following is a basic objective of direct marketing?

A) develop leads
B) create sales
C) traffic generation
D) a and b
E) a, b, and c

F) B) and D)
G) A) and B)

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Question 2

Multiple Choice

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MINI-CASE Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline says "Serious Sun Protection" surprinted over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, their clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a web address. -Refer to Mini-Case. Which of the following best describes the type of advertising this print ad illustrates?

A) retail advertising
B) national advertising
C) directory advertising
D) direct-response advertising
E) direct-to-consumer advertising

F) A) and D)
G) A) and E)

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Question 3

Multiple Choice

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Combining lists is known as ________.

MINI-CASE Proactive Solution is a skincare system to help those with acne. Proactive originally started out as being sold only through direct marketing, and the consumer had to enroll in membership 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 their product 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. -Refer to Mini-Case. Name and describe the type of advertising that Proactive Solution uses to promote and sell its product.

Which of the following is a type of list used in direct marketing?

As described in the opening vignette who is the leading direct-response auto insurer?

Which of the following is NOT an objective of a marketing database?

Which basic objective of direct marketing attempts to motivate customers to visit an event or retail outlet?

MINI-CASE Proactive Solution is a skincare system to help those with acne. Proactive originally started out as being sold only through direct marketing, and the consumer had to enroll in membership 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 their product 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. -Refer to Mini-Case. Name and describe the three types of lists and explain which one is the most important to Proactive.

Alvin wants to develop database marketing capabilities for his business, but he doesn't even know where to begin. Which of the following is the first stage of the database marketing process?

Which of the following is NOT a main player in direct-response marketing?

Because direct-marketing messages are constantly being measured, it is easier to learn what works and modify succeeding campaigns based on results than with advertising.

Scott is developing the offer in a direct marketing campaign. What should he include?

As described in "The Inside Story," what was the objective for the direct mail campaign developed for Texins-Activity Centers?

MINI-CASE Proactive Solution is a skincare system to help those with acne. Proactive originally started out as being sold only through direct marketing, and the consumer had to enroll in membership 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 their product 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. -Refer to Mini-Case. Jill is a member of the Proactive Solution Clear Skin Club, and she received a telephone sales call trying to get her to purchase Proactive make-up, too. Jill registered her phone number with the National Do-Not-Call List and is upset that she received this call. Can Proactive call her? Explain any restrictions they must be aware of.

Outbound telemarketing calls are the ones that generate the most consumer resistance.

Which process identifies and analyzes patterns in customer behavior to maximize the profitability of each relationship?

Which of the following is NOT a type of list?

Your job at work is to develop and execute direct marketing campaigns. Direct marketers conduct a lot of testing before launching a big campaign. Explain how direct marketing professionals are able to continually evaluate and accurately measure the effectiveness of various offers in a single campaign.

Unwanted e-mail is known as spam.