direct response
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Direct Response. Direct-response marketing communication is _____ than mass media messages. less interactive more interactive less expensive None of the above. Direct-response marketing communication is _____ than mass media messages. less interactive more interactive less expensive - PowerPoint PPT PresentationTRANSCRIPT
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 1
Direct ResponseDirect Response
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 2
1. less interactive
2. more interactive
3. less expensive
4. None of the above
Direct-response marketing communication
is _____ than mass media messages.
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 3
1. less interactive
2. more interactive
3. less expensive
4. None of the above
Direct-response marketing communication
is _____ than mass media messages.
Since it is more interactive than mass media communication, direct-response marketing communication can create higher levels of customer engagement.
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Key players in direct-response marketing communication include
_____.
1. direct-response marketers
2. direct-response advertising agencies
3. consumers who receive or initiate contact
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 4
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Key players in direct-response marketing communication include
_____.
1. direct-response marketers
2. direct-response advertising agencies
3. consumers who receive or initiate contact
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 5
The four main players in DMC are direct-response agencies, direct-response marketers, direct-response media, and consumers who receive information or initiate contact.
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All of the following except _____ are involved in direct-
response advertising.
1. service firms
2. dealer networks
3. fulfillment houses
4. advertising agencies
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 6
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All of the following except _____ are involved in direct-
response advertising.
1. service firms
2. dealer networks
3. fulfillment houses
4. advertising agencies
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 7
The four types of firms in direct-response advertising include advertising agencies, direct marketing agencies, service firms, and fulfillment houses.
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The first step in the direct-response
process includes _____.
1. delivering the message
2. providing customer service
3. targeting and segmentation
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 8
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1. delivering the message
2. providing customer service
3. targeting and segmentation
4. All of the above
The first step in the direct-response
process includes _____.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 9
The first step in direct marketing is the establishment of objectives and strategic decisions. This step uses research to target, segment, prospect, and set objectives.
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_____ from a company will not help to predict who is most
likely to repurchase.
1. The more recently a customer bought
2. The more brochures a customer received
3. The more frequently a customer bought
4. The more money a customer spent buying
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 10
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_____ from a company will not help to predict who is most
likely to repurchase.
1. The more recently a customer bought
2. The more brochures a customer received
3. The more frequently a customer bought
4. The more money a customer spent buying
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 11
The more recently and frequently the customer bought from a company (and the more money the customer spent), the more likely that customer is to buy from that company again.
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Effective DMC campaigns offer benefits to
buyers by answering the question, _____.
1. “What’s in it for me?”
2. “What does it look like?”
3. “How much does it cost?”
4. “What’s the name of your company?”
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 12
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Effective DMC campaigns offer benefits to
buyers by answering the question, _____.
1. “What’s in it for me?”
2. “What does it look like?”
3. “How much does it cost?”
4. “What’s the name of your company?”
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 13
A successful direct marketing campaign must communicate benefits to buyers by answering the age-old question, “What’s in it for me?”
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In the direct-response process, a
two-step offer is designed to _____.
1. gather leads
2. respond to questions
3. set up appointments
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 14
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In the direct-response process, a
two-step offer is designed to _____.
1. gather leads
2. respond to questions
3. set up appointments
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 15
A two-step offer is designed to gather leads, answer consumer questions, set up appointments, and drive customers to a website or retail store.
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Which one of the following is not
a primary medium of DMC?
1. Telemarketing
2. Personal sales
3. Corporate sponsorships
4. Direct-response advertising
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 16
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Which one of the following is not
a primary medium of DMC?
1. Telemarketing
2. Personal sales
3. Corporate sponsorships
4. Direct-response advertising
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 17
Personal sales is the original form of direct marketing. Other forms include telemarketing, direct mail, catalogues, direct-response advertising, and online e-marketing.
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_____ is the model for e-commerce.
1. Direct marketing
2. Target marketing
3. Social marketing
4. Indirect marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 18
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_____ is the model for e-commerce.
1. Direct marketing
2. Target marketing
3. Social marketing
4. Indirect marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 19
Direct marketing (in particular catalog marketing) is the model for e-commerce.
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The basis of _____ is that anyone who
“opts in” to a campaign is a qualified lead.
1. target marketing
2. guerilla marketing
3. permission marketing
4. ambush marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 20
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1. target marketing
2. guerilla marketing
3. permission marketing
4. ambush marketing
The basis of _____ is that anyone who
“opts in” to a campaign is a qualified lead.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 21
The concept at the heart of permission marketing is that every customer who “opts in” to a marketing campaign is a qualified lead.
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Direct marketers use _____ to keep track
of customers and identify new prospects.
1. databases
2. numerology
3. nomenclatures
4. direct sales techniques
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 22
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Direct marketers use _____ to keep track
of customers and identify new prospects.
1. databases
2. numerology
3. nomenclatures
4. direct sales techniques
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 23
Direct marketers use databases to keep track of current customers and identify prospective customers.
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Direct marketing communication (DMC) begins and ends with a
_____.
1. brainstorming and storyboarding session
2. cogent analysis of the products of competitors
3. novel product and a catchy marketing slogan
4. database of prospect and customer information
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 24
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1. brainstorming and storyboarding session
2. cogent analysis of the products of competitors
3. novel product and a catchy marketing slogan
4. database of prospect and customer information
Direct marketing communication (DMC) begins and ends with a
_____.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 25
The DMC process starts with a database of customers and prospects; when the process ends, the database is used to capture and update information for the next interaction.
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_____ sorts information in a database for use in targeting and relating to customers.
1. Data mining
2. Data dumping
3. Data dredging
4. Data massaging
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 26
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_____ sorts information in a database for use in targeting and relating to customers.
1. Data mining
2. Data dumping
3. Data dredging
4. Data massaging
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 27
The practice of sifting through and sorting information in a company’s database to target customers and maintain a relationship with them is called data mining.
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Direct marketing _____ in a one-on-one conversation with a
customer or prospect.
1. emphasizes the company’s point of view
2. delivers a carefully scripted sales message
3. disparages a competitor’s product offerings
4. conveys a brand’s essence and personality
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 28
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Direct marketing _____ in a one-on-one conversation with a
customer or prospect.
1. emphasizes the company’s point of view
2. delivers a carefully scripted sales message
3. disparages a competitor’s product offerings
4. conveys a brand’s essence and personality
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 29
Direct marketing conveys the essence and personality of a brand in a one-on-one conversation with a customer or prospect.
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_____ is an estimate of sales volume from
a customer or group over a length of time.
1. Lifetime customer value (LCV)
2. Share of customer market (SCM)
3. Residual purchasing behavior (RPB)
4. Customer response monetization (CRM)
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 30
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_____ is an estimate of sales volume from
a customer or group over a length of time.
1. Lifetime customer value (LCV)
2. Share of customer market (SCM)
3. Residual purchasing behavior (RPB)
4. Customer response monetization (CRM)
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 31
Lifetime customer value (LCV) is an estimate of how much purchase volume companies can expect to get over time from various target markets.