Question 1

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

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.F) B) and D)
G) D) and E)

Question 2

Which of the following are forms of direct selling?

Accepted Answer

A)  repetitive person-to-person selling,non-repetitive person-to-person selling,and party plans
B)  home shopping,out-of-home shopping,vending,and manufacturers' agents
C)  party plans,out-of-home shopping,and non-repetitive person-to-person selling
D)  manufacturers' sales representatives,party plans,and non-repetitive person-to-person selling
E)  brokers,manufacturers' agents,party plans,and professional salesF) A) and B)
G) C) and D)

Question 3

Which of the following media forms is LEAST commonly used today for direct marketing?

Accepted Answer

A)  radio
B)  catalogs
C)  infomercials
D)  direct mail
E)  telephonesF) D) and E)
G) A) and D)

Question 4

To encourage customers to open mail offering them a subscription to Home Companion,the front of the envelope advised there was a gift inside.Inside was an attractively laminated bookmark.This is an example of combining direct marketing with:

Accepted Answer

A)  personal selling
B)  specialty advertising
C)  place-based media
D)  product placement
E)  advertisingF) B) and C)
G) B) and E)

Question 5

A magazine ad for pet health insurance contains both a toll-free number to call and a Web site to visit for more information.This ad is an example of the combining of direct marketing with:

Accepted Answer

A)  a trade promotion
B)  public relations
C)  advertising
D)  personal selling
E)  consumer promotionF) B) and D)
G) A) and D)

Question 6

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:

Accepted Answer

A)  a trade promotion
B)  public relations
C)  advertising
D)  personal selling
E)  consumer promotionF) A) and B)
G) None of the above

Exam 14: Direct Marketing

Which of the following media forms is LEAST commonly used today for direct marketing?

Correct Answer
verified

A magazine ad for pet health insurance contains both a toll-free number to call and a Web site to visit for more information.This ad is an example of the combining of direct marketing with:

Correct Answer
verified

To encourage customers to open mail offering them a subscription to Home Companion,the front of the envelope advised there was a gift inside.Inside was an attractively laminated bookmark.This is an example of combining direct marketing with:

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Which of the following are forms of direct selling?

Correct Answer
verified

Exam 14: Direct Marketing

Which of the following media forms is LEAST commonly used today for direct marketing?

Correct AnswerverifiedShow Answer

A magazine ad for pet health insurance contains both a toll-free number to call and a Web site to visit for more information.This ad is an example of the combining of direct marketing with:

Correct AnswerverifiedShow Answer

To encourage customers to open mail offering them a subscription to Home Companion,the front of the envelope advised there was a gift inside.Inside was an attractively laminated bookmark.This is an example of combining direct marketing with:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following are forms of direct selling?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified