Question 1

What role do catalogs play in direct marketing, and what does the future hold for this type of direct-response selling?

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Question 2

Many online promoters must deal with three groups of prospects. Describe each group and their needs.

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Question 3

________ attempts to find those characteristics of current customers that relate most meaningfully to prospects, thus allowing companies to enhance profitability by examining how they have been successful in the past and applying those lessons in the future.

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Question 4

Discuss the importance of list protection in direct-mail advertising.

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Question 5

List and discuss the pros and cons direct response offers marketers in the twenty-first century.

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Question 6

Describe the challenges direct-mail advertisers face.

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Question 7

A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.

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Question 8

Briefly describe the evolution in marketing that has transpired in the past 25 years as marketers have moved toward more personal relationships with their customers.

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Question 9

List and discuss the pros and cons of digital media in the twenty-first century.

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Question 10

List and describe the advantages of, and most used forms of, direct-response television.

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Question 11

________ is the Internet daypart with the largest audience in terms of size and number of minutes of usage.

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Question 12

Another term used for the mail house in the direct-mail process is ________.

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Question 13

________ refers to the process that starts with knowledgeable customer service representatives, correct merchandise that is shipped promptly and, in the event of mistakes, the rapid and fair dealings with the customer.

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Question 14

Discuss the five distinct Internet dayparts and some practical considerations for businesses using Internet to advertise.

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Question 15

In direct response, the objective of ________ is likely to be met when an advertisement provides detailed information about the product but no order form.

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Question 16

Match between columns
                        Premises: Audience is about 280 million subscribers and advertising expenditures are likely to triple by 2014.
They consist of people who have previously responded to a direct mail offer; because they are more productive, rental charges are higher.
Inherently, radio as an advertising medium suffers from its lack of this key advertising characteristic.
Small in relation to other forms of digital marketing vehicles, yet these sites have caught the attention of marketers.
A predictive model combining recent purchasing activity and consumer profiling to arrive at a relatively accurate picture of what will be purchased in the future and what will move a customer to buy.
Provide a win-win vehicle for advertisers and users, especially in developing new customer databases
Distinct periods of time when people are using the Internet.
A message format included when a product is shipped, typically to proven direct-marketing users.
He is credited with providing the foundation of formal advertising research; based his findings on results of direct mail and direct-response offers.
An alternate method of compensating media, often used for direct-response TV advertising efforts during fringe time.
A sophisticated research process that uses computer technology to sort through large amounts of data to find personal information and purchase behavior and cross-check that information in order to gain new customer insights, market segments, and patterns of behavior.
Companies that send unsolicited promotional messages and advertisements to consumers, hoping to stimulate purchases.
In this more personal relationship with customers, products and messages are tailored to expressed interests of individuals.
Usually associated with online promotion or advertising efforts, this procedure is used by recipients to tell senders you no longer want to receive their messages.
This pioneer sold scientific books by mail in the 1740s.

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Quiz 13: Digital and Direct-Response Advertising