Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
Chapter 16
IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
True / False Questions
1. (p. 410) Direct marketing interaction can take place at any location.
2. (p. 411) Because the commercial for Bow-Flex exercise equipment asked readers to phone for
a CD on how the exercise system could help them strengthen their muscles, it would be
characterized as direct-response advertising.
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
Essay Questions
26. (p. 411) What is the primary reason for the tremendous growth of direct marketing in recent
years?
27. (p. 411) How have the social changes and changing lifestyles of the people in America led to
an increase in direct marketing?
28. (p. 414) List and describe the two direct selling strategies.
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
Multiple Choice Questions
46. (p. 410) _____ is defined as an interactive process of addressable communication that uses
one or more advertising media to effect, at any location, a measurable sale, lead, retail
purchase, or charitable donation, with this activity analyzed on a database for the development
of ongoing mutually beneficial relationships between marketers and customers, prospects, or
donors.
47. (p. 410) _____ is a form of direct marketing that uses a database of current and prospective
customers to generate personalized communications.
