Chapter 14 – Direct Marketing
1. (p. 474) Direct marketing is synonymous to direct-marketing media.
2. (p. 476) The increase in the “money rich and time poor” people in the world have led to the
success of direct marketing.
Chapter 14 – Direct Marketing
3. (p. 476) It is not possible to generate a behavioral response by relying solely on direct
marketing.
4. (p. 476) Direct marketing activities are supported by the other elements of the promotional
mix.
5. (p. 476) Direct marketing is a form of advertising.
Chapter 14 – Direct Marketing
6. (p. 476) Both direct marketing and advertising could support one another.
7. (p. 477) Telemarketing and direct selling are two methods of personal selling used to generate
sales.
8. (p. 477) The main objective of direct marketing is to seek a direct response.
Chapter 14 – Direct Marketing
9. (p. 478) The one and only objective of direct marketing is to obtain a direct behavioral
response.
10. (p. 480) For CRM to work effectively, a database is required.
11. (p. 480) Ideally, collecting names and information about customers is sufficient in order to
maintain and utilize a database effectively.
Chapter 14 – Direct Marketing
12. (p. 481) In the two step approach to direct marketing, the first effort generates the sales and
the second effort reduces the post purchase dissonance.
13. (p. 481) Direct marketing is restricted to small companies seeking business.
14. (p. 482) Keys to the success of direct mail are the mailing lists.
Chapter 14 – Direct Marketing
15. (p. 482) Direct response advertising employs only the one step approach in order to solicit a
sales response.
16. (p. 487) By running the same ad on different stations, a direct marketer can determine the
relative effectiveness of the medium.
17. (p. 487) One disadvantage of direct marketing is that it results in a lot of waste coverage.
Chapter 14 – Direct Marketing
18. (p. 488) The program vehicles used for direct-response TV advertising are usually very
expensive. Hence, the marketer cannot afford to purchase repeat times.
19. (p. 474) Direct marketing:
Chapter 14 – Direct Marketing
20. (p. 474) Unlike traditional marketing, the typical goal of direct marketing is to:
21. (p. 474) _____ is a system of marketing by which organizations communicate directly with
target customers to generate a response or transaction.
Chapter 14 – Direct Marketing
22. (p. 474) Direct marketing response can take the form of:
23. (p. 474) Which of the following promotional media create an immediate response in the form
of an inquiry, a purchase or even a vote?
Chapter 14 – Direct Marketing
24. (p. 474) Which of the following is an example of direct-response media?
25. (p. 474) _____ are tools by which direct marketers implement the communications process.
Chapter 14 – Direct Marketing
26. (p. 474) Which of the following statements is true about direct marketing?
27. (p. 474) The major impetus behind the growth of direct marketing was the:
Chapter 14 – Direct Marketing
28. (p. 476) One of the reasons for the recent, rapid growth of direct marketing in American
society is due to the:
Chapter 14 – Direct Marketing
30. (p. 476) 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:
31. (p. 476) _____ was known as the stepchild of the promotional mix.
Chapter 14 – Direct Marketing
32. (p. 476) The print ad of ‘Fedex’ read ‘Call 1-800-FEDEX (toll free) to send gifts this
Christmas to your loved ones anywhere in the world’. This print ad uses direct marketing
combined with which of the following promotional media?
33. (p. 476) Joy receives print ads from ‘HP’ marketing their ink cartridges to him as it is seen
that he is a regular buyer of HP ink cartridges. ‘HP‘ is making use of which of the following
combination of promotional mix?
Chapter 14 – Direct Marketing
34. (p. 477) OASIS, a charitable foundation, makes use of telemarketing for soliciting funds for
charities that go towards child education. This is an example of the use of direct marketing
along with:
35. (p. 477) Telemarketing and _____ are two methods of personal selling used to generate
sales.
Chapter 14 – Direct Marketing
36. (p. 477) Airlines send out mailers or e-mails announcing promotional airfares. Which of the
combinations of promotional media do they make use of?
37. (p. 477) 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:
Chapter 14 – Direct Marketing
38. (p. 477) When the University of Miami has volunteers call its alumni and ask them to make
contributions to pay for the remodeling of the administration building, it is an example of the
combining of direct marketing with:
39. (p. 477) Red Bud Florist received a mail with an offer from Aquafoam, a water-soluble foam
brick frequently used for arranging fresh flowers. According to the offer, if the owner of Red
Bud places an order with Aquafoam, she would be automatically registered to win $10,000 in
a customer appreciation contest. This is an example of the combining of direct marketing
with:
Chapter 14 – Direct Marketing
40. (p. 477) 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:
41. (p. 477) Adding a(n) _____ to a direct mailer has proved to increase response rates.
Chapter 14 – Direct Marketing
42. (p. 477) The most common direct marketing objective that is typically expected by
companies is:
43. (p. 477) A direct marketer usually seeks ____.
Chapter 14 – Direct Marketing
44. (p. 478) The success of a direct-marketing program is in large part tied to the ability to:
45. (p. 478) Direct marketers make use of _____ to segment and target their markets.