TEST ITEM FILE
CHAPTER 1: EXAMINING THE HISTORY AND PROCESSES OF DIRECT
AND INTERACTIVE MARKETING
ESSAY
1-1. Explain the direct and interactive marketing process. Be sure to include a labeled
illustration of the direct and interactive marketing model in your answer.
(easy, p. 18, Reflective)
1-2. Compare and contrast direct marketing with traditional brand marketing. Explain
how and why these two areas are converging.
(moderate, pp. 8-9, Reflective)
1-3. Overview the history and growth of direct marketing. Be sure to address significant
events that have occurred along the way.
(moderate, pp. 10-15, Reflective)
1-4. Identify and explain the technological and social advances that have contributed to
the growth of direct marketing.
(moderate, pp. 15-17, Reflective)
1-5. Discuss the typical users of direct marketing and explain why it is used.
(easy, pp. 23-29, Reflective)
,MULTIPLE CHOICE
1-6. Direct marketing is often referred to as _____ because it is expected to be two-way
communication with the customer or prospect.
A. database marketing
B. affiliate marketing
C.mass marketing
D. interactive marketing
(Answer: d., easy, p. 6, Reflective)
1-7. Direct marketing as a term is synonymous with _____.
A. mail order selling
B. Internet advertising
C. telemarketing
D. none of the above
(Answer: d., challenging, pp. 7, 20, Reflective)
1-8. Direct marketing objectives do not include _____.
A. selling merchandise for a company
B. enhancing a company’s image
C. getting people to visit a store
D. getting people to inquire about a specific product or service
(Answer: b., moderate, pp. 26-27, Reflective)
,1-9. Which of the following is not specifically included in the The Direct and Interactive
Marketing Model?
A. Database
B. Target Customer
C.Direct Response Communication
D. Website
(Answer: d., moderate, p 18, Reflective)
1-10. Direct marketing is known for having its historical roots in _____ and _____.
A. measurability and accountability
B. direct mail and mail order selling
C.Internet mail and on-line catalogs
D. offers and promotions
(Answer: b., moderate, p. 10, Reflective)
1-11. Direct marketing is characterized by _____.
A. on-going relationships and affinity with customers
B. measurement of results and accountability for costs
C. multi-media distribution
D. all of the above
(Answer: d., easy, p. 7, Reflective)
, 1-12. Traditionally, brand marketing has been associated with ________ marketing, while
direct marketing has been associated with ________ marketing.
A. target; niche
B. niche; mass
C. mass; niche
D. niche; target
(Answer: c., moderate, p. 8, Reflective)
1-13. Which of the following is not a basic characteristic of direct marketing?
A. measurability
B. accountability
C. discounts
D. database
(Answer: c., moderate, p. 7, Reflective)
1-14. _____ allows customers to select the media or channels they prefer when shopping
for products and services.
A. Multi-channel marketing
B. Internet marketing
C.Electronic media
D. Response marketing
CHAPTER 1: EXAMINING THE HISTORY AND PROCESSES OF DIRECT
AND INTERACTIVE MARKETING
ESSAY
1-1. Explain the direct and interactive marketing process. Be sure to include a labeled
illustration of the direct and interactive marketing model in your answer.
(easy, p. 18, Reflective)
1-2. Compare and contrast direct marketing with traditional brand marketing. Explain
how and why these two areas are converging.
(moderate, pp. 8-9, Reflective)
1-3. Overview the history and growth of direct marketing. Be sure to address significant
events that have occurred along the way.
(moderate, pp. 10-15, Reflective)
1-4. Identify and explain the technological and social advances that have contributed to
the growth of direct marketing.
(moderate, pp. 15-17, Reflective)
1-5. Discuss the typical users of direct marketing and explain why it is used.
(easy, pp. 23-29, Reflective)
,MULTIPLE CHOICE
1-6. Direct marketing is often referred to as _____ because it is expected to be two-way
communication with the customer or prospect.
A. database marketing
B. affiliate marketing
C.mass marketing
D. interactive marketing
(Answer: d., easy, p. 6, Reflective)
1-7. Direct marketing as a term is synonymous with _____.
A. mail order selling
B. Internet advertising
C. telemarketing
D. none of the above
(Answer: d., challenging, pp. 7, 20, Reflective)
1-8. Direct marketing objectives do not include _____.
A. selling merchandise for a company
B. enhancing a company’s image
C. getting people to visit a store
D. getting people to inquire about a specific product or service
(Answer: b., moderate, pp. 26-27, Reflective)
,1-9. Which of the following is not specifically included in the The Direct and Interactive
Marketing Model?
A. Database
B. Target Customer
C.Direct Response Communication
D. Website
(Answer: d., moderate, p 18, Reflective)
1-10. Direct marketing is known for having its historical roots in _____ and _____.
A. measurability and accountability
B. direct mail and mail order selling
C.Internet mail and on-line catalogs
D. offers and promotions
(Answer: b., moderate, p. 10, Reflective)
1-11. Direct marketing is characterized by _____.
A. on-going relationships and affinity with customers
B. measurement of results and accountability for costs
C. multi-media distribution
D. all of the above
(Answer: d., easy, p. 7, Reflective)
, 1-12. Traditionally, brand marketing has been associated with ________ marketing, while
direct marketing has been associated with ________ marketing.
A. target; niche
B. niche; mass
C. mass; niche
D. niche; target
(Answer: c., moderate, p. 8, Reflective)
1-13. Which of the following is not a basic characteristic of direct marketing?
A. measurability
B. accountability
C. discounts
D. database
(Answer: c., moderate, p. 7, Reflective)
1-14. _____ allows customers to select the media or channels they prefer when shopping
for products and services.
A. Multi-channel marketing
B. Internet marketing
C.Electronic media
D. Response marketing
