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Exam 16: Direct Response

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Question 81

Multiple Choice

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Refer to the passage below to answer the questions that follow. Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline of the ad says "Serious Sun Protection" over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, the comfort of the company's clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a Web address. -What type of offer does this ad represent?

A) one-step
B) two-step
C) primary
D) secondary
E) indirect

F) None of the above
G) C) and D)

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Question 82

Multiple Choice

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Which basic objective of direct marketing involves attempting to motivate customers to visit an event or retail outlet?

A) developing leads
B) driving traffic
C) testing offers
D) enhancing awareness
E) driving responses

F) B) and C)
G) A) and E)

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Question 83

Multiple Choice

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Which of the following are the two types of telemarketing?

Many companies have developed databases and have begun database marketing.Explain what this means.

P&G has developed and purchased huge databases and has more than 30 million consumers in its current database.P&G routinely mines the information in the database to uncover potential buyers whose characteristics match those of their current customers for a given product and brand.What technique is P&G most likely using?

Advertisers use database information to target their campaigns to consumers who,based on demographics,are likely to buy their products.

Anthony is working on an account interested in direct-marketing to a target audience of men who own sports cars.Anthony will most likely use a ________ list.

Which of the following is the most popular method of direct marketing among those organizations that use direct marketing?

You are developing the offer for a direct-marketing campaign.Explain what is included in the "offer."

Rooms with large banks of phones and computers where workers send and receive calls are known as ________.