Question 1

A magazine ad for pet health insurance contains both a toll-free number and a website URL in order to enable readers to obtain further information. This ad is an example of combining direct marketing with:

Accepted Answer

The magazine ad is a form of advertising, and it uses direct marketing techniques by including a toll-free number and website URL for readers to obtain further information. The ad is not focused on any trade promotions, public relations, personal selling, or consumer promotions, making options A, B, D, and E incorrect.

Question 2

_____ and direct selling are two methods of personal selling used to generate sales.

Accepted Answer

Telemarketing and direct selling are both methods of personal selling that involve direct communication between the seller and the potential customer. Telemarketing involves using the telephone to contact potential customers, while direct selling involves face-to-face communication in which the seller presents the product or service directly to the customer. The other choices listed are not methods of personal selling, but rather different forms of marketing communication such as advertising, public relations, sales promotion, and infomercials. Advertising specialties typically involve promotional products such as branded pens or keychains.

Question 3

Joy receives print ads from Beryl Inc., a manufacturer of computer printers, marketing its ink cartridges to him as he is a regular buyer of Beryl ink cartridges. Which of the following combinations of promotional media is Beryl using?

Accepted Answer

Beryl Inc. is using direct marketing by sending print ads directly to Joy, a regular customer, and advertising by promoting their ink cartridges through these print ads.

Question 4

The two methods of personal selling used to generate sales are:

Accepted Answer

Telemarketing involves selling products or services over the phone, while direct selling involves face-to-face interactions with potential customers. These methods allow for a personalized approach to selling and can help build stronger relationships with customers. Additionally, they allow for immediate feedback and the opportunity to address any concerns or objections a customer may have.

Question 5

Which of the following events is considered one of the major impetuses behind the growth of direct marketing?

Accepted Answer

The development and expansion of the U.S. Postal Service made it easier and more efficient to send mail to a large number of people, which allowed for direct mail to become a popular and effective way of advertising.

Question 6

The Florence County Museum called a press conference to inform the public of the need for major repairs to prevent water damage to the museum's collection of primitive paintings. During the conference, the museum representative announced that each family in Florence County and neighboring counties could expect to receive a donation envelope in the mail within the next few days. This is an example of combining direct marketing with:

Accepted Answer

The announcement made during the press conference is an example of public relations as it is aimed at informing the public and building a positive image for the museum, while also utilizing direct marketing through the donation envelopes being sent out to families in the area.

Question 7

_____ is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.

Accepted Answer

Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. It involves communicating directly with potential customers to promote a product or service and encourage them to take a specific action, such as making a purchase, visiting a website or calling a phone number. Direct marketing can include tactics such as email marketing, direct mail, telemarketing, and mobile marketing.

Question 8

Britney sees an infomercial for a home fitness machine. The infomercial provides a website address that one can access for further product information. Additionally, the website contains an order form where customers can fill in their mailing address. This is an example of combining:

Accepted Answer

This scenario involves using a website to provide product information and allow customers to order directly, which aligns with the definition of direct marketing. Additionally, the infomercial serves as a form of advertising to drive viewers to the website. Therefore, the best choice is E, which combines direct marketing with advertising.

Question 9

Bianca receives an e-mail notifying her of the end-of-season sale at Hop & Shop, a popular retail chain. The e-mail also informs her that she is invited to enter into a sweepstakes contest. In this scenario, Hop & Shop is using a combination of:

Accepted Answer

Hop & Shop is using a combination of direct marketing through the e-mail notification and sales promotion by inviting customers to enter into a sweepstakes contest.

Question 10

A print ad of Accelerant Corp., a courier delivery service provider, read "Call 1-800-ACCEL (toll free) to send gifts this Christmas to your loved ones anywhere in the world." Which of the following promotional media is combined with direct marketing in the print ad?

Accepted Answer

The print ad is an example of advertising, which is combined with direct marketing through the toll-free number provided for immediate customer response.

Question 11

Which of the following is an example of direct-response media?

Accepted Answer

Direct-response media refers to media channels that are designed to elicit an immediate response from the audience, such as placing an order or making a purchase. The Internet is a prime example of direct-response media because it allows consumers to instantly purchase products or services online. Billboards, place-based media, product placement, and guerrilla media are typically considered forms of advertising or brand promotion, but they are not necessarily designed for immediate action or response.

Question 12

Which of the following statements is true about direct marketing?

Accepted Answer

Direct marketing does involve marketing research, segmentation, and evaluation. It is a targeted form of marketing aimed at specific individual consumers or organizations. Its objectives may be the same as other promotional-mix tools, but the methods of achieving those objectives are different. Dual income families in America have not led to a reduction in the use of direct marketing; in fact, direct marketing has become more prevalent with the increase in digital marketing channels. The statement that direct marketing is suitable only for small retailers is also false, as many large companies use direct marketing effectively.

Question 13

Tristan Inc., a manufacturer of consumer appliances, engages in social responsibility activities. In order to solicit funds to charitable organizations, it uses telemarketing to contact its high-income, upscale customers and requests them to make donations. Tristan is using a combination of:

Accepted Answer

Tristan Inc. is using direct marketing by reaching out to customers directly through telemarketing, and public relations by engaging in activities that enhance its image and relationship with the public through charitable solicitations.

Question 14

_____ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.

Accepted Answer

Direct marketing is a system of marketing by which organizations communicate directly with the target customers without intermediaries to generate a response or transaction. This is done through various channels such as email, direct mail, telemarketing, SMS marketing, etc. Direct marketing allows organizations to reach a specific target audience and measure the success of their marketing campaigns based on response rates and sales generated.

Question 15

Venus Airlines sends out mailers and e-mails to its customers announcing promotional airfares. Which of the following combinations of promotional media is Venus using?

Accepted Answer

Venus Airlines is using sales promotion through promotional airfares and direct marketing through mailers and e-mails to reach its customers.

Question 16

One of the reasons for the recent, rapid growth of direct marketing in American society is the:

Accepted Answer

The increased use of consumer credit cards has facilitated direct marketing by making it easier for consumers to make purchases directly from marketers, contributing to its rapid growth.

Question 17

A television commercial for Vesta hair styling appliance features a toll-free number, which customers can call for additional product information. This commercial is an example of the combining direct marketing with:

Accepted Answer

The commercial is an example of advertising because it uses a television ad to reach a broad audience and includes a direct marketing element by providing a toll-free number for more information.

Question 18

_____ are the tools by which direct marketers implement the communication process.

Accepted Answer

Direct-response media, such as direct mail, email, TV/radio ads, telemarketing, and online advertising, are the tools used by direct marketers to communicate with their target audience and receive a direct response. Choice A and D are not valid terms in direct marketing, and sweepstakes and direct encoders are specific tactics within the overall direct marketing communication process.

Question 19

Which of the following statements is true about the growth of direct marketing?

Accepted Answer

The Internet has made it easier for consumers to shop and for marketers to reach their desired target markets, leading to growth in direct marketing. Option A is incorrect as direct marketing existed before the Internet. Option B is incorrect as not all purchases made with credit cards are a result of direct marketing. Option C is incorrect as the effectiveness of direct marketing depends on various factors such as the targeting, messaging, and offering to specific consumer segments. Option D is incorrect as there is no evidence to suggest a link between the decrease in dual-income families and growth in direct marketing.

Question 20

The customer response to direct marketing can take the form of:

Accepted Answer

Inquiries are one of the common forms of response to direct marketing. Customers may ask questions about the product or service being offered, request more information, or express interest in making a purchase.

Other options listed such as product diversification, product segmentation, sales promotions, and push promotions refer to different marketing strategies and are not typically considered direct response from customers.

Quiz 14: Direct Marketing