Filters
Question type
Study Flashcards

Today,Rome's newspaper was delivered in a plastic bag.Inside the plastic bag was a small pouch containing a sample of the new,more rugged Glad trash bags.What is this practice called?

Correct Answer

verifed

verified

Polybagging
Feedback: Polybagg...

View Answer

Advertising that asks the reader,viewer,or listener to provide feedback straight to the sender is called:


A) unduplicated marketing.
B) customized marketing.
C) direct-response advertising.
D) advocacy selling.
E) direct-sales advertising.

F) A) and D)
G) All of the above

Correct Answer

verifed

verified

Which of the following is the best marketing communication tool for relationship building?


A) Infomercials
B) Word-of-mouth
C) Personal selling
D) Direct-response marketing
E) Interactive broadcast advertising

F) B) and E)
G) A) and D)

Correct Answer

verifed

verified

C

How do forward buying and diverting differ? How are they similar?

Correct Answer

verifed

verified

They are both types of trade deals.With ...

View Answer

The publisher Zondervan ran ad for Refuel: The Complete New Testament for Guys in a magazine that is targeted at Christian athletes.What type of promotional strategy did Zondervan use?


A) Parallel strategy
B) Push strategy
C) Cannibalization strategy
D) Pull strategy
E) Cohort strategy

F) A) and D)
G) B) and E)

Correct Answer

verifed

verified

Why is database marketing one of the fastest growing marketing methods?

Correct Answer

verifed

verified

Database marketing is one of the fastest...

View Answer

Cardinal Hill makes redwood furniture for gardens.The company uses classified advertising to encourage potential customers to request its latest catalog.When these requests are received,the catalogs are sent and the prospects' names are entered into the company's database for possible sale of garden furniture.Cardinal Hill is using:


A) mail-order advertising.
B) interactive advertising.
C) direct selling.
D) direct-mail advertising.
E) database marketing.

F) A) and B)
G) C) and D)

Correct Answer

verifed

verified

What communications medium can be used for direct-response advertising?

Correct Answer

verifed

verified

Any medium can be used for direct-response advertising,but the most common in addition to direct mail,are catalogs,magazines,and TV. Feedback: Advertising that asks the reader,viewer,or listener to provide feedback to the source is called direct-response advertising.

Which form of sales promotion offers prizes based on an entrants' skill?

Correct Answer

verifed

verified

A contest offers prizes based ...

View Answer

Database marketers build and maintain a pool of data on current and prospective customers and other stakeholders and communicate with them using a variety of media from personal contact to direct mail to mass media.

A) True
B) False

Correct Answer

verifed

verified

_____ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer.


A) Indirect selling
B) Event planning
C) Sales promotion
D) Public relations
E) Direct-response advertising

F) C) and D)
G) B) and E)

Correct Answer

verifed

verified

Consumer sales promotions are examples of push strategies.

A) True
B) False

Correct Answer

verifed

verified

Which of the following is the best example of direct-response print advertising?


A) An advertorial.
B) A mailing from a travel agency that asks you to explain why your spouse deserves a dream vacation.
C) The opening Web page for ebates.com.
D) A magazine ad that asks you to call a toll-free number for more information.
E) An unsolicited e-mail that asks you to buy the services of a company that creates web pages.

F) B) and E)
G) None of the above

Correct Answer

verifed

verified

The most common form of direct-mail advertising is the:


A) statement stuffer.
B) brochure.
C) self-mailer.
D) broadside.
E) sales letter.

F) B) and D)
G) B) and E)

Correct Answer

verifed

verified

Direct marketing expert Bob Stone recommends using the RFM formula to identify a company's best customers.The letters "RFM" are an acronym for:


A) reposition, find, and monitor.
B) research, finance, and manipulate.
C) research, fund, and manage.
D) recency, frequency, and monetary.
E) reach, frequency, and marketability.

F) B) and C)
G) A) and D)

Correct Answer

verifed

verified

To increase the number of orders it receives from recipients of its direct-mail advertising,the maker of Redwood Playground Equipment encloses a special envelope that customers can use to mail their orders without paying postage.This special envelope is an example of a(n) _____ mail.


A) sales letter
B) priority
C) business reply
D) second-class
E) brochure

F) None of the above
G) A) and D)

Correct Answer

verifed

verified

C

What are the two types of strategies used by marketers to move their products through the distribution channel from the point of manufacture to the point of consumption?

Correct Answer

verifed

verified

Push and pull strategies are used by mar...

View Answer

What is a sweepstake?

Correct Answer

verifed

verified

A sweepstake offers prizes bas...

View Answer

The customer lifetime value (LTV)model is based on historical and potential share of wallet business.

A) True
B) False

Correct Answer

verifed

verified

What is the greatest strength of personal selling?


A) Its low cost.
B) Its historically positive reputation.
C) The fact that it is labor intensive.
D) Its personal nature.
E) The immediacy of the sale.

F) B) and C)
G) A) and E)

Correct Answer

verifed

verified

Showing 1 - 20 of 100

Related Exams

Exam 1

What Is Advertising Today

105 Questions

Exam 2

The Evolution of Advertising

100 Questions

Exam 3

The Economic, Social, and Regulatory Aspects of Advertising

105 Questions

Exam 4

The Scope of Advertising

116 Questions

Exam 5

Marketing and Consumer Behavior

110 Questions

Exam 6

Market Segmentation and the Marketing Mix

100 Questions

Exam 7

Research: Gathering Information for Advertising Planning

109 Questions

Exam 8

Marketing and Advertising Planning

105 Questions

Exam 9

Planning Media Strategy

105 Questions

Exam 10

Creative Strategy and the Creative Process

110 Questions

Exam 11

Creative Execution: Art and Copy

109 Questions

Exam 12

Producing Ads for Print, Electronic, and Digital Media

110 Questions

Exam 13

Using Print Media

107 Questions

Exam 14

Using Electronic Media

100 Questions

Exam 15

Using Digital Interactive Media

100 Questions

Exam 16

Using Out-Of-Home, Exhibitive, and Supplementary Media

100 Questions

Exam 18

Relationship Building

105 Questions

Show Answer