Is the personal presentation demonstration and sales of products to consumers in their homes?

A system of marketing by which organizations communicate directly with target customers to generate response or transaction.

Media used to seek a direct response from the consumer. This includes direct mail, television, print, digital, and other media.

The medium used to directly obtain an order.

A direct-marketing strategy in which the first effort is designed to screen or qualify potential buyers, while the second effort has the responsibility of generating the response. 

The database from which names are generated, and the ability to segment markets and, of course the offer. 

Direct-Response Advertising

A form of advertising for a product or service that elicits a sales response directly from the consumer 

A form of direct-marketing in which the ad is designed to support other forms of advertising appearing in other media 

Television commercials that are very long, ranging from several minutes to an hour. Infomercials are designed to provide customers with detailed information about a product or service.

Selling products and services by using the telephone to contact prospective customers. 

The direct personal presentation, demonstration, and sale of products or services to consumers usually in their homes or at their jobs

A measure used in direct marketing to determine the number of orders generated relative to the cost of running the advertisement.

An estimate of the total lifetime profit that can be generated from a specific customer. 

Unsolicited commercial email

Messages sent electronically over the internet

is a valuable tool in the integrated communications program

Unlike traditional marketing, the typical goal of direct marketing is to:

generate an immediate behavioral response.

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

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

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

Which of the following statements is true about direct marketing?

Direct marketing involves marketing research, segmentation, and evaluation.

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

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

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

Development and expansion of the US postal service

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

Increased use of consumer credit cards

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

The Internet has made it easier for consumers to shop and for marketers to be successful in reaching the desired target markets.

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:

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:

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?

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?

Direct marketing and advertising

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:

Direct marketing and advertising

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:

Direct marketing and public relations

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

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

Telemarketing and direct selling

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?

Sales promotion and direct marketing 

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:

Direct marketing and sales promotion

Which of the following is true of telemarketing as an advertising medium?

It is typically used by nonprofit organizations to solicit funds.

Amanda, a florist, is the owner of Flush Inc. She receives a mail from Pluto Corp., a manufacturer of foam products, offering a water-soluble foam brick frequently used for arranging fresh flowers. According to the offer, if Amanda places an order with Pluto, she would be automatically registered to win $10,000 in a customer appreciation contest. This is an example of combining direct marketing with:

To encourage customers to open a mail offering them a subscription to Home Companion, a home furnishings magazine, the front of the envelope suggested that there was a gift inside. The envelope contained an attractively laminated bookmark. This is an example of combining direct marketing with:

The most common direct marketing objective that is typically expected by companies is to:

Seek a behavioral response

Which of the following is an objective of direct marketing?

Maintain customer satisfaction 

To successfully implement direct-marketing programs, a company must:

determine which markets to target through the use of a list or marketing database.

The announcer on a television commercial said, "Get your credit card and call now to order an autographed copy of the Summer Dreams DVD." This is an example of using the _____ approach of direct marketing.

In the _____ approach of direct marketing, a medium is used directly to obtain an order.

All the television commercials and print ads that urge customers to pick up their phone and call a toll free number to place an order immediately make use of the _____ approach of direct marketing.

The goal of the _____ approach of direct marketing is to generate an immediate sale when an ad is shown.

The _____ approach of direct marketing involves the use of more than one medium to screen potential buyers, leading to a response.

Under the two-step approach of direct marketing, the first effort is designed to screen, or qualify, potential buyers, and the second effort:

Which of the following is employing a one-step approach to direct marketing?

An infomercial for a workout equipment urging viewers to phone a toll-free number to place an order immediately.

To purchase cookware, music CDs, and exercise videos advertised on television, consumers are asked to call a toll-free telephone number. Viewers are instructed to have their credit cards handy when they call to place an order. This form of direct marketing is referred to as:

Erika sees an infomercial for Luster skin care products. During the infomercial, a toll-free number flashes on her television screen. She immediately picks her phone and dials the number to place an order for a body lotion and hair shampoo. This is an example of:

Sophia watches a TV commercial for Missy 21, a women's magazine. The commercial asks viewers to call a toll-free number to place an order for a one-year subscription to the magazine. It also announces that the first 200 callers to place an order will receive an additional subscription of three months at no extra charge. This is an example of using the _____ approach of direct marketing.

In direct marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use:

The two-step approach to direct marketing:

Uses the first effort to screen potential buyers

Jason receives a call from a sales representative of Bell Chime Inc., a manufacturer of inflatable sofabeds. When Jason shows an interest in purchasing a 5-in-1 inflatable sofabed, the sales representative urges Jason to come over to the company's retail outlet. Bell Chime is utilizing:

Which of the following statements is true of a direct mail?

Direct mail is not restricted to small companies seeking business.

Which of the following is true of direct mail?

Keys to the success of direct mail are the mailing list.

Keys to the success of direct mail are the _____, which constitutes a database from which names are generated, and the ability to segment markets and, of course an offer.

Which of the following statements is true of mailing lists?

They have the ability to segment markets on the basis of lifestyles.

Which of the following factors has increased the effectiveness of mailing lists?

Segmentation on the basis of geography and demographics

Which of the following media has lower cost and convenience that has raised concerns among traditional direct-mail marketers but at the same time created better opportunities?

Which of the following statements is true of the use of catalogs in the direct-marketing industry?

The emotional appeal of a traditional catalog exceeds that of online catalogs, and ultimately is one of the best ways to drive consumers online.

Which of the following statements is true of the use of direct mail on the Internet (e-mail) in the direct-marketing industry?

It attempts to reach consumers with specific needs through targeted messages.

_____ is the electronic equivalent of a junk mail that is less-targeted and is considered as an unwanted e-mail.

The U.S. government has passed laws regulating the use of e-mail marketing because:

it results in high volumes of spam and many consumers consider it a nuisance.

Which of the following statements is true of the use of broadcast media by the direct-marketing industry?

The two-step approach to direct marketing is common on radio particularly with local companies.

In _____, a product or service is offered and a sales response is solicited, through either the one- or two-step approach to direct marketing.

Direct response to advertising 

Direct marketing in the broadcast industry involves:

direct-response advertising and support advertising.

A television commercial for an apparel brand urges viewers to call its toll-free number to place an order, immediately. The commercial announces a free gift hamper to consumers who place an order before midnight. The apparel brand is making use of:

Direct response advertising

A television ad for Savory Sandwich instructs its viewers to look in their mailbox for coupon offers that will save them money on their next sandwich order. This is an example of:

Which of the following statements is true of infomercials?

The lower costs on cable and satellite channels have led to the growth of infomercials.

Which of the following statements best defines an infomercial?

It is a long commercial that is designed to fit into a 30-minute or 1-hour time slot.

ads that use both one- and two-step approaches.

Which of the following factors has led to a dramatic increase in home shopping?

Widespread use of credit cards

Due to clutter and relatively high costs, the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media.

Which of the following statements is true of telemarketing?

Telemarketing is effective for charitable organizations.

_____ is the personal presentation, demonstration, and sales of products to consumers in their homes.

Which of the following is a form of direct selling?

In case of _____, a salesperson visits a buyer's home, job site, or other location to sell frequently purchased products or services.

repetitive person to person selling

Which of the following is true of repetitive person-to-person selling?

It involves the sale of frequently purchased products.

Which of the following is true of repetitive person-to-person selling?

It involves the sale of frequently purchased products.

In case of _____, a salesperson visits a buyer's home, job site, or other location to sell infrequently purchased products or services.

Non-repetitive person to person selling

Which of the following is true of non-repetitive selling?

It involves selling products at a customer's workplace.

Which of the following products is likely to be sold using a non-repetitive person-to-person selling technique?

In case of _____, a salesperson offers products or services to groups of people through home or office gatherings and demonstrations.

Advertisers can measure the relative effectiveness of a direct marketing program quickly by using:

Which of the following measures aids direct marketers in evaluating the relative effectiveness of an ad based on the number of calls generated?

_____ is a simple formula that is used to assist marketers in determining the dollar value associated with a long-term relationship with a customer, thus evaluating his or her worth.

_____ is a measure of effectiveness used to determine whether or not a customer should be acquired, as well as to optimize service levels to existing customers.

Tyche Inc., an electronics manufacturer, wants to assess future revenues and profit streams from each of its customers. It is focusing on the satisfaction and retention of its more profitable customers instead of spending its marketing efforts on attracting uninterested customers. Tyche is using _____ as a measure of effectiveness.

Which of the following is an advantage offered by direct marketing to advertisers?

Personalization of messages 

Which of the following is a disadvantage associated with direct marketing?

Direct marketing lets an advertiser:

reach a large number of people and reduce or eliminate waste coverage.

As postal rates increase, direct-mail advertising is replaced with:

What best describes an infomercial?

What is direct marketing in marketing management?

Which media offers consumers the opportunity to provide their own content?

Is Direct Marketing synonymous with direct response media?