Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
54. (p. 412) Rite Aid announced the launch of a _____ called Living More that provides benefits
and savings to customers at least 60 years of age. Every time members use their card they are
automatically entered into a quarterly sweepstakes plus getting a ten percent discount off all
cash prescriptions as well as a ten percent discount off Rite Aid-brand products.
55. (p. 414) Which of the following statements describes a reason why an advertiser might
decide against using direct marketing?
16–23
58. (p. 414) _____ includes selling and prospecting by telephone, answering phone inquires and
providing sales-related services to callers.
59. (p. 415) Advertising that asks the reader, viewer or listener to provide feedback straight to
the sender is called:
AACSB: Analytic
Bloom’s: Remember
Difficulty: Easy
Learning Objective: 16-03 Explain the various types of direct marketing activities.
Topic: Direct-Response Advertising
