ISC 161 Final Exam Questions with Verified Answers Latest Update 2025-2026
Direct Marketing - Answers organizations communicate directly with target customers to
generate a response and/or a transaction
Direct Response Media - Answers Tools by which direct marketers implement the
communication process
Key Direct Marketing Objective - Answers - seek a behavioral response
- build an image
- maintain customer satisfaction
- inform co-consumer, to lead to future actions
One-Step approach - Answers Medium is used directly to obtain an order
Ex: Seeing mypillow on fox
Two-Step approach - Answers Uses more than one medium
First effort- screens potential buyers
Second effort- generates the response
Example: Pilates membership messages
Direct Mail - Answers Often called "junk mail"- the unsolicited mail you receive
Ex: Grammarly
Direct Mail- Successes - Answers - mailing lists
- ability to segment markets
- the offer
Direct Mail- Challenges - Answers The internet
Organizations that utilize telemarketing - Answers
Marketing data base - Answers databases are often built from the names and addresses
acquired from a promotion, and direct mailers and/or telemarketing calls follow
Difference between spam and junk mail - Answers
Sales Promotion - Answers direct inducements offers extra value or incentive for the product
Primary objective is to create an immediate sale
, Sales promotion as an acceleration tool - Answers Designed to speed up the selling process
and maximize sales volume.
- Limited time offers
2 main sales promotions - Answers consumer/trade oriented
Objectives of consumer oriented sales promotion - Answers -Obtaining trial and repurchase
-Increasing consumption of an established brand
-Defending current customers
-Targeting a specific market segment
-Enhancing integrated marketing communications
-Building brand equity
Objectives of Trade-Oriented Sales Promotion - Answers - Obtain distribution for new products
- Maintain trade support for established brands
- Encourage retailers to display established brands
- Build retail inventories
Limitations of constantly utilizing sales promotion - Answers
Consumer-oriented promotions - Answers - sampling
- couponing
- premiums
- contests
- sweepstakes
- loyalty programs
Trade-oriented promotions - Answers - dealer contests
- incentives
- trade allowances
- point of purchase displays
- sales training programs
Direct Marketing - Answers organizations communicate directly with target customers to
generate a response and/or a transaction
Direct Response Media - Answers Tools by which direct marketers implement the
communication process
Key Direct Marketing Objective - Answers - seek a behavioral response
- build an image
- maintain customer satisfaction
- inform co-consumer, to lead to future actions
One-Step approach - Answers Medium is used directly to obtain an order
Ex: Seeing mypillow on fox
Two-Step approach - Answers Uses more than one medium
First effort- screens potential buyers
Second effort- generates the response
Example: Pilates membership messages
Direct Mail - Answers Often called "junk mail"- the unsolicited mail you receive
Ex: Grammarly
Direct Mail- Successes - Answers - mailing lists
- ability to segment markets
- the offer
Direct Mail- Challenges - Answers The internet
Organizations that utilize telemarketing - Answers
Marketing data base - Answers databases are often built from the names and addresses
acquired from a promotion, and direct mailers and/or telemarketing calls follow
Difference between spam and junk mail - Answers
Sales Promotion - Answers direct inducements offers extra value or incentive for the product
Primary objective is to create an immediate sale
, Sales promotion as an acceleration tool - Answers Designed to speed up the selling process
and maximize sales volume.
- Limited time offers
2 main sales promotions - Answers consumer/trade oriented
Objectives of consumer oriented sales promotion - Answers -Obtaining trial and repurchase
-Increasing consumption of an established brand
-Defending current customers
-Targeting a specific market segment
-Enhancing integrated marketing communications
-Building brand equity
Objectives of Trade-Oriented Sales Promotion - Answers - Obtain distribution for new products
- Maintain trade support for established brands
- Encourage retailers to display established brands
- Build retail inventories
Limitations of constantly utilizing sales promotion - Answers
Consumer-oriented promotions - Answers - sampling
- couponing
- premiums
- contests
- sweepstakes
- loyalty programs
Trade-oriented promotions - Answers - dealer contests
- incentives
- trade allowances
- point of purchase displays
- sales training programs
