Direct Response

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 1

Direct ResponseDirect Response


1. less interactive

2. more interactive

3. less expensive

4. None of the above

Direct-response marketing communication

is _____ than mass media messages.


1. less interactive

2. more interactive

3. less expensive

4. None of the above

Direct-response marketing communication

is _____ than mass media messages.

Since it is more interactive than mass media communication, direct-response marketing communication can create higher levels of customer engagement.

Key players in direct-response marketing communication include

_____.

1. direct-response marketers

2. direct-response advertising agencies

3. consumers who receive or initiate contact

4. All of the above


Key players in direct-response marketing communication include

_____.

1. direct-response marketers

2. direct-response advertising agencies

3. consumers who receive or initiate contact

4. 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.

All of the following except _____ are involved in direct-

response advertising.

1. service firms

2. dealer networks

3. fulfillment houses

4. advertising agencies


All of the following except _____ are involved in direct-

response advertising.

1. service firms

2. dealer networks

3. fulfillment houses

4. advertising agencies


The four types of firms in direct-response advertising include advertising agencies, direct marketing agencies, service firms, and fulfillment houses.

The first step in the direct-response

process includes _____.

1. delivering the message

2. providing customer service

3. targeting and segmentation

4. All of the above


1. delivering the message

2. providing customer service

3. targeting and segmentation

4. All of the above

The first step in the direct-response

process includes _____.


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.

_____ from a company will not help to predict who is most

likely to repurchase.

1. The more recently a customer bought

2. The more brochures a customer received

3. The more frequently a customer bought

4. The more money a customer spent buying


_____ from a company will not help to predict who is most

likely to repurchase.

1. The more recently a customer bought

2. The more brochures a customer received

3. The more frequently a customer bought

4. 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.

Effective DMC campaigns offer benefits to

buyers by answering the question, _____.

1. “What’s in it for me?”

2. “What does it look like?”

3. “How much does it cost?”

4. “What’s the name of your company?”


Effective DMC campaigns offer benefits to

buyers by answering the question, _____.

1. “What’s in it for me?”

2. “What does it look like?”

3. “How much does it cost?”

4. “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?”

In the direct-response process, a

two-step offer is designed to _____.

1. gather leads

2. respond to questions

3. set up appointments

4. All of the above


In the direct-response process, a

two-step offer is designed to _____.

1. gather leads

2. respond to questions

3. set up appointments

4. 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.

Which one of the following is not

a primary medium of DMC?

1. Telemarketing

2. Personal sales

3. Corporate sponsorships

4. Direct-response advertising


Which one of the following is not

a primary medium of DMC?

1. Telemarketing

2. Personal sales

3. Corporate sponsorships

4. Direct-response advertising


Personal sales is the original form of direct marketing. Other forms include telemarketing, direct mail, catalogues, direct-response advertising, and online e-marketing.

_____ is the model for e-commerce.

1. Direct marketing

2. Target marketing

3. Social marketing

4. Indirect marketing


_____ is the model for e-commerce.

1. Direct marketing

2. Target marketing

3. Social marketing

4. Indirect marketing


Direct marketing (in particular catalog marketing) is the model for e-commerce.

The basis of _____ is that anyone who

“opts in” to a campaign is a qualified lead.

1. target marketing

2. guerilla marketing

3. permission marketing

4. ambush marketing


1. target marketing

2. guerilla marketing

3. permission marketing

4. ambush marketing

The basis of _____ is that anyone who

“opts in” to a campaign is a qualified lead.


The concept at the heart of permission marketing is that every customer who “opts in” to a marketing campaign is a qualified lead.

Direct marketers use _____ to keep track

of customers and identify new prospects.

1. databases

2. numerology

3. nomenclatures

4. direct sales techniques


Direct marketers use _____ to keep track

of customers and identify new prospects.

1. databases

2. numerology

3. nomenclatures

4. direct sales techniques


Direct marketers use databases to keep track of current customers and identify prospective customers.

Direct marketing communication (DMC) begins and ends with a

_____.

1. brainstorming and storyboarding session

2. cogent analysis of the products of competitors

3. novel product and a catchy marketing slogan

4. database of prospect and customer information


1. brainstorming and storyboarding session

2. cogent analysis of the products of competitors

3. novel product and a catchy marketing slogan

4. database of prospect and customer information

Direct marketing communication (DMC) begins and ends with a

_____.


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.

_____ sorts information in a database for use in targeting and relating to customers.

1. Data mining

2. Data dumping

3. Data dredging

4. Data massaging


_____ sorts information in a database for use in targeting and relating to customers.

1. Data mining

2. Data dumping

3. Data dredging

4. 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.

Direct marketing _____ in a one-on-one conversation with a

customer or prospect.

1. emphasizes the company’s point of view

2. delivers a carefully scripted sales message

3. disparages a competitor’s product offerings

4. conveys a brand’s essence and personality


Direct marketing _____ in a one-on-one conversation with a

customer or prospect.

1. emphasizes the company’s point of view

2. delivers a carefully scripted sales message

3. disparages a competitor’s product offerings

4. 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.

_____ is an estimate of sales volume from

a customer or group over a length of time.

1. Lifetime customer value (LCV)

2. Share of customer market (SCM)

3. Residual purchasing behavior (RPB)

4. Customer response monetization (CRM)


_____ is an estimate of sales volume from

a customer or group over a length of time.

1. Lifetime customer value (LCV)

2. Share of customer market (SCM)

3. Residual purchasing behavior (RPB)

4. 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.

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Direct Response