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Exam 16: Direct-Response

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Question 41

Multiple Choice

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Which type of list is derived from people who have responded to some type of direct-response offer?

A) data list
B) house list
C) compiled list
D) response list
E) prospect list

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Question 42

Multiple Choice

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The database marketing process begins with a(n) ________ that could include completing a warranty card, entering a contest or sweepstake, or opting in on a website.

A) behavioral target
B) house list
C) information collection point
D) merged list
E) response list

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Question 43

Multiple Choice

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Which of the following is a general guideline that applies to message development in direct marketing?

Radio is not an appropriate medium for direct-response advertising.

The Register of Known Spam Operations (Rokso) is a kind of "most wanted" list of spammers that is maintained by ________.

Direct marketing is the model for e-commerce.

Direct Data is a service firm specializing in collecting and analyzing data about potential customers for a variety of direct marketers. Direct Data tracks geographic, demographic, and psychographic data, pulling together lists of target potential customers for its clients. When creating direct mail messages, Direct Data's clients likely use this information to ________.

Refer to the passage below to answer the questions that follow. Proactive Solution is a skincare system to help people with acne. Proactive was originally sold only through direct marketing. The consumer had to enroll in the Proactive Solution Clear Skin Club. However, now some large malls have kiosks selling Proactive Solution products without the club membership, but the prices are much higher. Proactive Solution has had one of the longest-running infomercials on television, and its product line is also sold through magazine ads. Through these mediums, consumers can purchase the product directly by calling, mailing, or going through the Internet to submit an order. -What do you think Proactive Solution uses to track consumer purchases? How can they use this to restart customers who have joined the club but later quit?

More direct-marketing dollars are spent on telemarketing than on any other medium.

What is the second step in the direct marketing process?

Which of the following is NOT part of the fulfillment stage of the direct marketing process?

Name and describe the five basic steps in direct marketing.

Service firms in direct marketing specialize in ________.

Discuss how legitimate direct marketers can respond to the criticisms surrounding e-mail marketing.

Name and describe the seven stages of the database marketing process.

A toll-free phone number, an order coupon, a website, and an e-mail address are examples of ________.

Advertising agencies do not play a role in direct-response marketing.

The marketing manager of Charlie's Car Parts uses a customer database to e-mail promotional information to customers. The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Jack, a successful businessman, is annoyed by the barrage of junk mail he receives from credit card companies. What would you recommend that Jack do to reduce the credit card solicitations he receives?

Which of the following are the two types of telemarketing?