Question 1

Worldwide, the popularity of direct marketing has been steadily decreasing in recent years.

Accepted Answer

Direct marketing has been evolving and adapting, especially with the rise of digital platforms, making it more targeted and personalized, thus maintaining or even increasing its popularity among businesses seeking to reach specific audiences directly.

Question 2

In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:

Accepted Answer

The passage states that Western catalogers are finding it easy to market in Hong Kong and Singapore because of efficient postal services, highly educated populations, wide use of credit cards, and high per capita income. It does not mention anything about few mail-order companies, so option D is the correct answer.

Question 3

Industry observers expect the popularity of home shopping to decrease during the next few years as interactive television technology is introduced into more households.

Accepted Answer

The introduction of interactive television technology is expected to increase the convenience and appeal of home shopping, potentially leading to an increase in its popularity rather than a decrease.

Question 4

The term magalog can be used to describe which communication medium?

Accepted Answer

The answer of The term magalog can be used to...

Question 5

Following the economic crisis in Asia, many companies in that region have turned to direct mail in order to save costs.

Accepted Answer

Direct mail campaigns can be more cost-effective compared to traditional advertising methods such as TV or print ads. Companies may turn to direct mail as a way to reach potential customers without incurring high expenses.

Question 6

Industry observers expect the popularity of home shopping to increase during the next few years due to the:

Accepted Answer

The introduction of interactive television is likely to increase the popularity of home shopping as it allows consumers to shop from the comfort of their homes using their remote controls to make purchases.

Question 7

Direct marketing does not work well as a global marketing tool because it is not well suited to the task of addressing cultural differences among consumers.

Accepted Answer

Direct marketing can be highly effective as a global marketing tool because it allows for customization and personalization of marketing messages to address cultural differences among consumers.

Question 8

In Hong Kong and Singapore, efficient postal services, highly educated populations, wide use of credit cards, and high per capita income are attracting the attention of catalog marketers.

Accepted Answer

The statement mentions several features of Hong Kong and Singapore that make them attractive for catalog marketers.

Question 9

A ban on billboards in Brazil meant they had to come down, including transit ads. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:

Accepted Answer

The ban specifically targeted outdoor advertising, including transit ads, which would encompass ads placed on buses. Therefore, placing ads on buses would not be an alternative method devised due to the ban, as it would be directly affected by the restrictions on outdoor and transit advertising.

Question 10

Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.

Accepted Answer

The answer of Worldwide spending on outdoor advertising amounts to...

Question 11

Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:

Accepted Answer

Product placement involves integrating products into media content in a way that the audience is being marketed to without explicitly being aware of it, making it a subliminal form of promotion. This contrasts with other forms of advertising where the intent to sell or promote is clear and overt.

Question 12

________ is a form of paid television programming in which a particular product is demonstrated, explained, and offered for sale to viewers who call a toll-free number shown on the screen.

Accepted Answer

Infomercials are a specific form of paid television programming that run for a set period of time (usually 30 minutes to an hour) and are designed to educate viewers about a particular product or service, while also encouraging them to make a purchase. They often feature product demonstrations, testimonials, and special offers, and viewers are typically encouraged to call a toll-free number or visit a website to place an order. Teleshopping and interactive television are related concepts, but they are not specific to infomercials. A magalog is a promotional catalog or magazine, while Groupon is a deal-of-the-day website that offers discounted products and services.

Question 13

Which country or region offers direct marketers the advantage of a well-developed mailing list industry?

Accepted Answer

The United States has a well-developed mailing list industry with many data companies providing targeted mailing lists for direct marketers. This industry is supported by the country's extensive data collection and sharing practices.

Question 14

Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls which means:

Accepted Answer

Ratifying the WHO's Framework Convention on Tobacco Controls means that all forms of tobacco promotion and sponsorships will be phased out. This includes advertising, promotion, and sponsorship at sporting and cultural events.

Question 15

Traditional support media include:

Accepted Answer

Billboards are a traditional form of support media that have been used for decades. They are typically placed in high traffic areas to reach a large audience and build brand awareness. Indoor posters, newspapers, magazines, and catalogs are also traditional support media, but they may not be as effective at reaching a wide audience as billboards. Therefore, B) billboards are the best choice for traditional support media.

Question 16

Interactive television (ITV) allows viewers to see an ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as for sporting events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:

Accepted Answer

James Pennefather did not comment that ITV "allows viewers to interact with programming" as a comparison to traditional TV ads; this is a description of what ITV does rather than a comparison or opinion on its effectiveness or potential.

Question 17

Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."

Accepted Answer

The answer of Thomas Burke, an executive at Saatchi &...

Question 18

Direct marketing and mass marketing are becoming a very popular method for communicating with consumers. Giving reasons for their worldwide popularity, show the differences between direct and mass marketing.

Accepted Answer

The answer of Direct marketing and mass marketing are becoming...

Question 19

Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:

Accepted Answer

The correct answer is A) because the high savings rate among Chinese consumers is not an obstacle for direct-response television; rather, it indicates that consumers have the potential to spend, which could be beneficial for direct-response television marketing. The other options (B, C, D, E) represent actual challenges faced in the market, such as limited infrastructure for communication (private telephones), financial transactions (credit card penetration), and distribution (delivery logistics in major cities like Beijing and Shanghai).

Question 20

On a per capita basis, German consumers are world-leader mail-order shoppers.

Accepted Answer

German consumers are known for their love of mail-order shopping and on a per capita basis, they top the world in this area.

Quiz 14: Global Marketing Communications Decisions Ii: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication