Biology Forums - Study Force

Only B2B marketers have increased their usage of direct-mail advertising.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

Marketing communicators in their various capacities rarely are faced with decisions that have ethical ramifications.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

Perhaps the major problem with direct mail is that many people consider it excessively intrusive and invasive of privacy.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 4

Explain the role of the fair use doctrine in copyright protection.

Question 5

Compared with other media, direct mail is much less wasteful and will usually produce the highest percentage of responses.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

List and explain the steps of the brand naming process. Describe how a brand manager for a new brand of detergent would go through the process.

Question 7

On a cost per thousand basis, direct mail is less expensive than other media.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 8

List the four requirements for a good brand name, and discuss how some brands succeed while appearing to be entirely at odds with the rules for creating good brand names.

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All correct

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