Question 1

Identify and describe the two primary types of data coding processes.

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Question 2

Placing marketing materials in order fulfillment packages is the alternative form of direct marketing known as:

Accepted Answer

Package insert programs involve including marketing materials such as flyers or samples in order fulfillment packages, thereby directly marketing to the customer who has already made a purchase. Infomercials are TV commercials that provide information about a product, card packs are collections of promotional cards distributed together, and ride-alongs involve including marketing materials alongside a product when it is shipped to retailers.

Question 3

identify and describe the three primary types of data-driven marketing programs.

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Question 4

Direct response media marketing includes the following,except:

Accepted Answer

The Internet is not a direct response media marketing channel because it does not allow for immediate customer response.

Question 5

RFM analysis,which is recency,frequency,and monetary.Data is divided into 5 groups sequentially and coded from 1 to 5 for recency,then frequency,and then for the monetary.The result is a 3-digit number from 111 to 555.

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The answer of RFM analysis,which is recency,frequency,and monetary.Data is divided...

Question 6

Placing marketing materials with another company's direct mailing piece or catalog,which is an alternative form of direct marketing known as a(n):

Accepted Answer

A ride-along is a form of direct marketing where marketing materials are included with another company's direct mailing piece or catalog.

Question 7

A card pack is:

Accepted Answer

A card pack is a direct marketing technique that includes a set of business reply cards in a plastic pack. Recipients can fill out and return the cards as a way to express interest in a product or service. This allows the company to collect leads for potential customers.

Question 8

What is a data warehouse and what type of data should it contain?

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Question 9

Identify the various forms of direct response marketing.

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Question 10

The least popular form of direct marketing is:

Accepted Answer

Outbound telemarketing, also known as cold calling, is often viewed as intrusive and annoying by consumers, making it the least popular form of direct marketing.

Question 11

The second most frequently used form of direct response marketing is:

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Question 12

Discuss the concept of data-driven communication

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Question 13

Successful cataloging today requires:

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...

Question 14

What are the two types of data mining?

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Question 15

Outbound direct response telemarketing is most successful when:

Accepted Answer

Outbound direct response telemarketing is most effective when it is tied into a database and either customers or prospects are being called. This enables the telemarketer to have a personalized conversation and tailor their pitch to the individual they are speaking with. Calling from a compiled list or calling individuals who have visited the company's website may not yield as successful results. Cross-selling can be a viable strategy, but it is not the most critical factor in determining the success of outbound telemarketing.

Quiz 11: Database and Direct Response Marketing