ISC 161 EXAM 4 (SARA GEEGAN) UPDATED QUESTIONS AND
ANSWERS
Direct Marketing - CORRECT ANSWER✅✅✅organizations communicate directly with target
customers to generate a response and/or a transaction
Direct Response Media - CORRECT ANSWER✅✅✅Tools by which direct marketers implement the
communication process
Growth in Direct Marketing - CORRECT ANSWER✅✅✅-Development and expansion of the postal
service-catalogs
-consumer credit cards
-technological advances
-changing structure of American society and the market
-changing values and and lifestyles
-more sophisticated marketing techniques
-industry's improve image
Strategy - CORRECT ANSWER✅✅✅Companies decide:
-program objectives
-which markets to target
-which strategies to use
-how to evaluate programs effectiveness
Objectives - CORRECT ANSWER✅✅✅-to seek a behavioral response
-to build an image
-to maintain customer satisfaction
-to inform consumer, to lead to future actions
Tools - CORRECT ANSWER✅✅✅-direct mail
,-catalogs
-email
-broadcast media
-TV sports
-infomercials
-home shopping
-print media
-telemarketing
one-step approach - CORRECT ANSWER✅✅✅Medium is used directly to obtain an order
Two-step approach - CORRECT ANSWER✅✅✅-uses more than one medium
-first effort-screens potential buyers
-second effort-generates the response
One Step - CORRECT ANSWER✅✅✅-price
-payment terms
-optional features
-unit of sale
-trial period
-bonuses or incentives
-guarantee
-time or quantity limit (scarcity)
-shipping and handling
Two Step - CORRECT ANSWER✅✅✅-free info
-free sample
-free gift with info
, -free estimate/survey
-free demo
-free publication (email newsletter)
Direct Mail - CORRECT ANSWER✅✅✅-unsolicited mail
-advertisers spend substantially on it
-the internet is a threat
Keys to success (Direct Mail) - CORRECT ANSWER✅✅✅-mailing lists: Database from which names
are generated
-ability to segment markets
-the offer
Catalogs - CORRECT ANSWER✅✅✅-number of catalogs mailed and shoppers decreasing
-higher emotional appeal than online catalogs
-available online and hard copy
Email - CORRECT ANSWER✅✅✅-reach consumers with specific needs through targeted messages
-lower cost and higher effectiveness than traditional direct mail
Infomercials - CORRECT ANSWER✅✅✅-Long commercial designed for 30-minute or 1-hour time
slot.
-Designed to be viewed as a regular TV show.
-Effective with broad demographic base.
-Brand awareness leads to increased in-store purchases.
Telemarketing - CORRECT ANSWER✅✅✅-sales by telephone
-declined due to its potential for fraud and deception and for annoyance
ANSWERS
Direct Marketing - CORRECT ANSWER✅✅✅organizations communicate directly with target
customers to generate a response and/or a transaction
Direct Response Media - CORRECT ANSWER✅✅✅Tools by which direct marketers implement the
communication process
Growth in Direct Marketing - CORRECT ANSWER✅✅✅-Development and expansion of the postal
service-catalogs
-consumer credit cards
-technological advances
-changing structure of American society and the market
-changing values and and lifestyles
-more sophisticated marketing techniques
-industry's improve image
Strategy - CORRECT ANSWER✅✅✅Companies decide:
-program objectives
-which markets to target
-which strategies to use
-how to evaluate programs effectiveness
Objectives - CORRECT ANSWER✅✅✅-to seek a behavioral response
-to build an image
-to maintain customer satisfaction
-to inform consumer, to lead to future actions
Tools - CORRECT ANSWER✅✅✅-direct mail
,-catalogs
-broadcast media
-TV sports
-infomercials
-home shopping
-print media
-telemarketing
one-step approach - CORRECT ANSWER✅✅✅Medium is used directly to obtain an order
Two-step approach - CORRECT ANSWER✅✅✅-uses more than one medium
-first effort-screens potential buyers
-second effort-generates the response
One Step - CORRECT ANSWER✅✅✅-price
-payment terms
-optional features
-unit of sale
-trial period
-bonuses or incentives
-guarantee
-time or quantity limit (scarcity)
-shipping and handling
Two Step - CORRECT ANSWER✅✅✅-free info
-free sample
-free gift with info
, -free estimate/survey
-free demo
-free publication (email newsletter)
Direct Mail - CORRECT ANSWER✅✅✅-unsolicited mail
-advertisers spend substantially on it
-the internet is a threat
Keys to success (Direct Mail) - CORRECT ANSWER✅✅✅-mailing lists: Database from which names
are generated
-ability to segment markets
-the offer
Catalogs - CORRECT ANSWER✅✅✅-number of catalogs mailed and shoppers decreasing
-higher emotional appeal than online catalogs
-available online and hard copy
Email - CORRECT ANSWER✅✅✅-reach consumers with specific needs through targeted messages
-lower cost and higher effectiveness than traditional direct mail
Infomercials - CORRECT ANSWER✅✅✅-Long commercial designed for 30-minute or 1-hour time
slot.
-Designed to be viewed as a regular TV show.
-Effective with broad demographic base.
-Brand awareness leads to increased in-store purchases.
Telemarketing - CORRECT ANSWER✅✅✅-sales by telephone
-declined due to its potential for fraud and deception and for annoyance
