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Direct Response
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 1
Direct-response marketing communication
is _____ than mass media messages.
1.
2.
3.
4.
less interactive
more interactive
less expensive
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 2
Direct-response marketing communication
is _____ than mass media messages.
1.
2.
3.
4.
less interactive
more interactive
less expensive
None of the above
Since it is more interactive than mass media communication,
direct-response marketing communication can create higher
levels of customer engagement.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 3
Key players in direct-response marketing
communication include _____.
1.
2.
3.
4.
direct-response marketers
direct-response advertising agencies
consumers who receive or initiate contact
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 4
Key players in direct-response marketing
communication include _____.
1.
2.
3.
4.
direct-response marketers
direct-response advertising agencies
consumers who receive or initiate contact
All of the above
The four main players in DMC are direct-response agencies,
direct-response marketers, direct-response media, and
consumers who receive information or initiate contact.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 5
All of the following except _____ are
involved in direct-response advertising.
1.
2.
3.
4.
service firms
dealer networks
fulfillment houses
advertising agencies
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 6
All of the following except _____ are
involved in direct-response advertising.
1.
2.
3.
4.
service firms
dealer networks
fulfillment houses
advertising agencies
The four types of firms in direct-response advertising include
advertising agencies, direct marketing agencies, service
firms, and fulfillment houses.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 7
The first step in the direct-response
process includes _____.
1.
2.
3.
4.
delivering the message
providing customer service
targeting and segmentation
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 8
The first step in the direct-response
process includes _____.
1.
2.
3.
4.
delivering the message
providing customer service
targeting and segmentation
All of the above
The first step in direct marketing is the establishment of
objectives and strategic decisions. This step uses research
to target, segment, prospect, and set objectives.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 9
_____ from a company will not help to
predict who is most likely to repurchase.
1.
2.
3.
4.
The more recently a customer bought
The more brochures a customer received
The more frequently a customer bought
The more money a customer spent buying
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 10
_____ from a company will not help to
predict who is most likely to repurchase.
1.
2.
3.
4.
The more recently a customer bought
The more brochures a customer received
The more frequently a customer bought
The more money a customer spent buying
The more recently and frequently the customer bought from
a company (and the more money the customer spent), the
more likely that customer is to buy from that company again.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 11
Effective DMC campaigns offer benefits to
buyers by answering the question, _____.
1.
2.
3.
4.
“What’s in it for me?”
“What does it look like?”
“How much does it cost?”
“What’s the name of your company?”
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 12
Effective DMC campaigns offer benefits to
buyers by answering the question, _____.
1.
2.
3.
4.
“What’s in it for me?”
“What does it look like?”
“How much does it cost?”
“What’s the name of your company?”
A successful direct marketing campaign must communicate
benefits to buyers by answering the age-old question,
“What’s in it for me?”
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 13
In the direct-response process, a
two-step offer is designed to _____.
1.
2.
3.
4.
gather leads
respond to questions
set up appointments
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 14
In the direct-response process, a
two-step offer is designed to _____.
1.
2.
3.
4.
gather leads
respond to questions
set up appointments
All of the above
A two-step offer is designed to gather leads, answer
consumer questions, set up appointments, and drive
customers to a website or retail store.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 15
Which one of the following is not
a primary medium of DMC?
1.
2.
3.
4.
Telemarketing
Personal sales
Corporate sponsorships
Direct-response advertising
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 16
Which one of the following is not
a primary medium of DMC?
1.
2.
3.
4.
Telemarketing
Personal sales
Corporate sponsorships
Direct-response advertising
Personal sales is the original form of direct marketing. Other
forms include telemarketing, direct mail, catalogues, directresponse advertising, and online e-marketing.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 17
_____ is the model for e-commerce.
1.
2.
3.
4.
Direct marketing
Target marketing
Social marketing
Indirect marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 18
_____ is the model for e-commerce.
1.
2.
3.
4.
Direct marketing
Target marketing
Social marketing
Indirect marketing
Direct marketing (in particular catalog marketing) is the
model for e-commerce.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 19
The basis of _____ is that anyone who
“opts in” to a campaign is a qualified lead.
1.
2.
3.
4.
target marketing
guerilla marketing
permission marketing
ambush marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 20
The basis of _____ is that anyone who
“opts in” to a campaign is a qualified lead.
1.
2.
3.
4.
target marketing
guerilla marketing
permission marketing
ambush marketing
The concept at the heart of permission marketing is that
every customer who “opts in” to a marketing campaign is a
qualified lead.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 21
Direct marketers use _____ to keep track
of customers and identify new prospects.
1.
2.
3.
4.
databases
numerology
nomenclatures
direct sales techniques
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 22
Direct marketers use _____ to keep track
of customers and identify new prospects.
1.
2.
3.
4.
databases
numerology
nomenclatures
direct sales techniques
Direct marketers use databases to keep track of current
customers and identify prospective customers.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 23
Direct marketing communication
(DMC) begins and ends with a _____.
1.
2.
3.
4.
brainstorming and storyboarding session
cogent analysis of the products of competitors
novel product and a catchy marketing slogan
database of prospect and customer information
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 24
Direct marketing communication
(DMC) begins and ends with a _____.
1.
2.
3.
4.
brainstorming and storyboarding session
cogent analysis of the products of competitors
novel product and a catchy marketing slogan
database of prospect and customer information
The DMC process starts with a database of customers and
prospects; when the process ends, the database is used to
capture and update information for the next interaction.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 25
_____ sorts information in a database for
use in targeting and relating to customers.
1.
2.
3.
4.
Data mining
Data dumping
Data dredging
Data massaging
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 26
_____ sorts information in a database for
use in targeting and relating to customers.
1.
2.
3.
4.
Data mining
Data dumping
Data dredging
Data massaging
The practice of sifting through and sorting information in a
company’s database to target customers and maintain a
relationship with them is called data mining.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 27
Direct marketing _____ in a one-on-one
conversation with a customer or prospect.
1.
2.
3.
4.
emphasizes the company’s point of view
delivers a carefully scripted sales message
disparages a competitor’s product offerings
conveys a brand’s essence and personality
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 28
Direct marketing _____ in a one-on-one
conversation with a customer or prospect.
1.
2.
3.
4.
emphasizes the company’s point of view
delivers a carefully scripted sales message
disparages a competitor’s product offerings
conveys a brand’s essence and personality
Direct marketing conveys the essence and personality of a
brand in a one-on-one conversation with a customer or
prospect.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 29
_____ is an estimate of sales volume from
a customer or group over a length of time.
1.
2.
3.
4.
Lifetime customer value (LCV)
Share of customer market (SCM)
Residual purchasing behavior (RPB)
Customer response monetization (CRM)
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 30
_____ is an estimate of sales volume from
a customer or group over a length of time.
1.
2.
3.
4.
Lifetime customer value (LCV)
Share of customer market (SCM)
Residual purchasing behavior (RPB)
Customer response monetization (CRM)
Lifetime customer value (LCV) is an estimate of how much
purchase volume companies can expect to get over time
from various target markets.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 31