Chapter 14 – Direct Marketing
74. (p. 482) Which of the following statements is true about mailing lists?
75. (p. 482) Companies like A. B. Zeller, Experian, and Nielsen Business Media provide _____
on a national level, and in most metropolitan areas there are firms providing the same service
locally.
Chapter 14 – Direct Marketing
76. (p. 482) The lower cost and convenience of which of the following media have raised
concerns among traditional direct-mail marketers but at the same time created better
opportunities?
77. (p. 483) Which of the following statements is true about the use of catalogs in the direct-
marketing industry?
Chapter 14 – Direct Marketing
78. (p. 483) Which of the following statements is true about the use of broadcast media by the
direct-marketing industry?
79. (p. 483) In direct-response marketing, the “direct response” sought is:
Chapter 14 – Direct Marketing
80. (p. 483) Direct marketing in the broadcast industry involves both direct-response advertising
and:
81. (p. 483) _____ is a type of direct marketing that is designed to do exactly that—supports
other forms of advertising.
Chapter 14 – Direct Marketing
82. (p. 483) A television ad for Pizza Hut telling you to look in your mailbox for coupon offers
that will save you big bucks on your next pizza order is an example of:
83. (p. 484) Which of the following statements concerning infomercials is true?
Chapter 14 – Direct Marketing
84. (p. 484) Which of the following statements about infomercials is true?
85. (p. 484) Infomercials are:
Chapter 14 – Direct Marketing
86. (p. 486) Due to clutter and relatively high costs, the use of _____ by direct marketers does
not result in returns as high as those for other forms of direct marketing media.
87. (p. 486) Which of the following statements about telemarketing is true?
Chapter 14 – Direct Marketing
88. (p. 486) _____ is the direct, personal presentation, demonstration and sales of products to
consumers in their homes.
89. (p. 486) Which of the following are forms of direct selling?
Chapter 14 – Direct Marketing
90. (p. 486) In case of ____, the salesperson visits the buyer’s home, job site, or other location to
sell frequently purchased products or services.
91. (p. 486) In case of ____, the salesperson visits the buyer’s home, job site, or other location to
sell infrequently purchased products or services.
Chapter 14 – Direct Marketing
92. (p. 486) An Electrolux vacuum cleaner salesperson selling door-to-door is an example of
which form of direct selling?
93. (p. 486) In case of ____, the salesperson offers products or services to groups of people
through home or office parties and demonstrations.
Chapter 14 – Direct Marketing
94. (p. 487) Advertisers can measure the relative effectiveness of a direct marketing campaign
quickly by looking at:
95. (p. 487) Which effectiveness measure is most commonly employed in direct marketing?
Chapter 14 – Direct Marketing
96. (p. 487) _____ is a measure of cost effectiveness of advertising employed by direct
marketers.
97. (p. 488) Which of the following describes an advantage offered by direct marketing to
advertisers?
Chapter 14 – Direct Marketing
98. (p. 489) Which of the following is a disadvantage associated with direct marketing?
99. (p. 489) Disadvantages inherent in the use direct marketing include:
Chapter 14 – Direct Marketing
100. (p. 490) As postal rates increase, direct-mail advertising has frequently been replaced with: