Question 1

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

Do-Not-Track regulations suggest that website owners should only collect information about consumers' shopping habits with their consent. This means that consumers must actively agree to allow the website to use cookies for tracking purposes.

Question 2

List the key elements of the promotional mix. Why are they used?

Accepted Answer

The answer of List the key elements of the promotional...

Question 3

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in"-that is

Accepted Answer

Countries such as Australia and Japan have mandatory "opt-in" requirements where potential customers must give permission to include their name on a list for direct marketing solicitations. This means that direct marketers cannot send unsolicited marketing materials to individuals who have not given their consent.

Question 4

The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Accepted Answer

The Data Protection Directive was passed by the EU after negotiations with direct marketing associations. The other options do not accurately reflect the nature of the law or the parties involved in its creation.

Question 5

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ percent of all households are registered.

Accepted Answer

The answer of The National Do Not Call Registry was...

Question 6

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Accepted Answer

Traffic generation refers to the outcome of a direct marketing offer designed to motivate people to visit a business. It measures the number of people who respond to the offer by visiting the business, whether physically or online. The other options, direct order consignment, lead generation, indirect order fulfillment, and first-mover advantage, do not specifically refer to the outcome of a direct marketing offer designed to motivate people to visit a business.

Question 7

Traffic generation is

Accepted Answer

The answer of Traffic generation is
...

Question 8

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from the customer?

Accepted Answer

Demographics, such as age, gender, and location, are personal information that customers would need to provide to Amazon themselves. The other options - brand, price, model, and quantity - can be determined from the purchase history of the customer and therefore, are better collected from the businesses where the purchases were made.

Question 9

Throughout its history, Taco Bell has

Accepted Answer

Taco Bell has become known for their creative and often humorous promotional campaigns, such as the "Doritos Locos Taco" and the "Steal a Base, Steal a Taco" promotion during the World Series.

Question 10

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to

Accepted Answer

The postcard sent to Pauline was aimed at generating traffic to the antique mall by inviting her to an invitation-only open house, and also to incentivize her by offering a 10% discount on her first purchase. Therefore, the best choice is D, generate traffic.

Question 11

A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.

Accepted Answer

The correct answer is A) General Data Protection Regulation. This new version of the Data Protection Directive will update the current data protection laws to address modern developments such as social networks and cloud computing. It will take effect in 2016 and will apply to all member states of the European Union.

Question 12

Lead generation refers to

Accepted Answer

Lead generation is the process of identifying potential customers and collecting their information for the purpose of converting them into actual customers. Option E is the only one that accurately defines lead generation as a result of a direct marketing offer meant to generate interest in a product or service and prompt a request for additional information.

Question 13

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except

Accepted Answer

Brand is not a typical consumer-related data point that would be included in a direct marketing database for a catalog. More common data points would include media usage, demographics, past purchases, and lifestyles.

Question 14

__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.

Accepted Answer

Databases are used to collect and store information about customers, which can then be used to create customer profiles and direct marketing efforts towards specific individuals.

Question 15

The new integrated marketing communications approach for Taco Bell seeks to

Accepted Answer

The new integrated marketing communications approach for Taco Bell seeks to ensure all communications have the same look, tone, and feel across all platforms. This includes traditional promotion tools, new social media, and word-of-mouth advertising. The goal is to create a cohesive and consistent brand image across all touchpoints, which can lead to increased brand recognition and loyalty among consumers.

Question 16

List and briefly describe the key elements of the communication process.

Accepted Answer

The answer of List and briefly describe the key elements...

Question 17

Factors such as differences in payment methods (credit and credit cards), the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

Direct marketing involves directly contacting potential customers through various channels, such as mail, email, or social media. However, differences in payment methods, unreliability and insecurity of the mail system, and government regulations can pose challenges for direct marketing efforts in the global market. Therefore, direct marketing would face more difficulties than other promotional activities such as advertising, personal selling, sales promotion, or publicity.

Question 18

A paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was

Accepted Answer

The ad's primary purpose is lead generation, as it encourages potential customers to request more information about vacation opportunities in Texas.

Question 19

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

The E-Privacy Directive was passed to provide explicit laws for website owners regarding the use of cookies and other online tracking technologies. It aims to protect the privacy of users' personal data and improve their control over their online information.

Question 20

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from Amazon?

Accepted Answer

Brand preferences are most easily collected from the customer's purchase history on Amazon, making it the best choice.

Quiz 17: Integrated Marketing Communications and Direct Marketing