Question 1

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as

Accepted Answer

A direct order includes all the necessary information for the buyer to complete the transaction, making it the most effective type of offer. Lead generation refers to the process of generating interest and collecting information from potential customers, while traffic generation focuses on increasing the number of visitors to a website. An indirect order is a less straightforward approach that may require follow-up communication, and a prospect bid is not a commonly used term in sales.

Question 2

Direct order refers to

Accepted Answer

Direct order refers to the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. It is a type of communication that directly generates a response from the consumer in the form of an order, without requiring any further communication or negotiation. It is commonly used in direct marketing and e-commerce.

Question 3

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

Many customers appreciate the personalized attention and convenience provided by direct marketing, leading them to believe it offers excellent customer service. The other answer choices are inaccurate or not supported by evidence.

Question 4

Direct marketing currently accounts for about __________ percent of the total U.S. gross domestic product.

Accepted Answer

Direct marketing accounts for about 9% of the total U.S. gross domestic product, according to the Direct Marketing Association.

Question 5

According to the textbook, __________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Accepted Answer

The textbook states that MediaCom recently won Advertising Age magazine's coveted Media Agency of the Year award.

Question 6

Which of the following forms of direct marketing has the lowest business expenditures?

Accepted Answer

E-mail marketing typically has the lowest business expenditures as it requires minimal costs for design and distribution, and the use of automation tools can make the process even more cost-effective. Other forms of direct marketing, such as direct mail and telemarketing, often come with higher costs for printing, postage, and call center staffing. Paid search and advertising are not typically considered forms of direct marketing.

Question 7

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

To fully benefit from an IMC program, it is crucial to create and maintain a test-result database that allows comparisons of promotional tools and their execution options under varying circumstances. Posttests are essential to assess the effectiveness of the promotion program. Both external and internal audits can provide valuable insights, but internal audits must be conducted without any bias to achieve the most accurate results. While advertising may be a significant part of the promotional mix, evaluation should cover all elements of the promotional mix. Therefore, option A is incorrect. Similarly, evaluating an IMC program is crucial, and an ideal program that does not require evaluation is not realistic. Thus, option D is incorrect. Option B is not entirely accurate as constructing posttests is challenging, but it does not imply that pretests are relatively easy to create.

Question 8

Which of the following forms of direct marketing has the highest response rate?

Accepted Answer

Telemarketing has the highest response rate among all forms of direct marketing. According to a study by the Direct Marketing Association, the response rate of telemarketing is 5.9%, which is significantly higher than the response rates of other forms of direct marketing such as direct mail (4.4%), email (0.12%), paid search (0.22%), and advertising (0.02%). However, it is important to note that telemarketing is also the most intrusive form of direct marketing and has a high rate of consumer dissatisfaction.

Question 9

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as

Accepted Answer

The result of an offer designed to generate interest in a product or service and a request for additional information is called lead generation. This process involves collecting information about potential customers who have expressed interest in a particular product or service, and then following up with them to convert them into paying customers. Direct orders involve a direct purchase of a product or service, whereas indirect orders involve a request for more information before making a purchase. Traffic generation refers to the process of driving more visitors to a website or physical location, and prospecting involves identifying potential customers and reaching out to them to gauge their interest in a product or service.

Question 10

All of the following are forms of direct marketing except

Accepted Answer

In-store free samples are a form of in-person marketing, not direct marketing, which typically involves direct communication with consumers through channels like mail, phone, or online.

Question 11

Which of the following forms of direct marketing has the highest business expenditures?

Accepted Answer

Direct mail has the highest business expenditures at about $47 billion.Telemarketing,paid search,and e-mail have lower expenditures.Advertising is not a form of direct marketing.

Question 12

All of the following forms of direct marketing are used by consumers to purchase products except

Accepted Answer

Sweepstakes are a form of direct marketing promotion where participants enter to win a prize, but they do not purchase products directly. The other options listed (social media posts, online, television offers, and email) all involve consumers purchasing products directly.

Question 13

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Accepted Answer

According to the given information, sales from mobile direct marketing are growing the fastest at 33 percent.

Question 14

Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

Accepted Answer

One researcher estimated that an organization with sales between $200 million and $500 million will need about three years to successfully implement an IMC program.

Question 15

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

Accepted Answer

An IMC audit is a tool used to evaluate a company's current process for developing and implementing IMC programs. It helps to identify strengths, weaknesses, and areas that need improvement in the current process. This information can be used to design a more effective and efficient IMC program. Sensitivity analysis, what-if analysis, perceptual map, and pretest are not directly related to evaluating a company's current IMC process.

Question 16

Which of the following forms of direct marketing has the lowest response rate?

Accepted Answer

E-mail marketing typically has the lowest response rate compared to other forms of direct marketing. This is because people receive a lot of unwanted and unsolicited emails, which they may ignore or delete without opening. Additionally, spam filters may block marketing emails from reaching the intended audience, further reducing the response rate.

Question 17

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

Accepted Answer

Obtaining insights regarding consumers' interests and behavior can help inform the design of the promotion, ensuring that the message is relevant and engaging to the target audience. Accurately estimating costs and tasks and identifying appropriate objectives are also important, but they are not as directly related to the design of the promotion as understanding the audience. Estimating what task will accomplish each objective and obtaining insights regarding task performance are more focused on execution rather than design.

Question 18

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

The given definition aligns with the term "promotion schedule", which describes the timing and frequency of each promotional tool's use during a campaign. Therefore, the correct choice is E.

Question 19

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Accepted Answer

The Olympics rely heavily on public relations and publicity to build awareness and generate interest in the event. There is also an emphasis on building relationships with stakeholders, such as athletes, sponsors, and host cities, which falls under the umbrella of public relations. While some advertising and personal selling may be utilized, they are not the primary focus of the overall communication program. Sales promotion and direct marketing are also not typically applied in the context of the Olympics.

Question 20

Customers report many benefits of direct marketing, including

Accepted Answer

The answer of Customers report many benefits of direct marketing,...

Quiz 17: Integrated Marketing Communications and Direct Marketing