Which of the following are the three main purposes of direct marketing programs?

Which of the following are the three main purposes of direct marketing programs?
 a. To close the sale, identify prospects, and engage consumers
  b. To identify target markets, tailor the message, and support brand identity
  c. To provide information, answer questions, and foster brand loyalty
  d. To reward customers, furnish information, and generate brand preference

Question 2

A young man heads the marketing team for a national electronics retailer. He has before him the task of drafting the ad plan for the company. From a long list of situational factors, which of the following is more likely to be the single most important one for him to consider?
 a. Projected industry growth
  b. Advertising spending by competitors
  c. Basic demographic trends
  d. Economic and regulatory restrictions

Question 3

A marketing manager for a company that packages vacations to exotic locations uses a variety of media to promote these trips; including upscale magazines, infomercials, and direct mail. One of the primary objectives is integration. This is because if these programs are integrated, the manager can:
 a. cut the cost of communicating with audiences.
  b. easily measure for their results.
  c. make the program more effective than the sum of their parts.
  d. eliminate the need to tailor specific messages to specific audiences.

Question 4

An insurance company's researchers spend a lot of time and money trying to understand various age-related markets, from WWII veterans and baby boomers to the younger generations. Based on their findings, the target markets that are ultimately chosen based on such demographics should be defined in the section of the ad plan.
 a. situational analysis
  b. competitor analysis
  c. executive summary
  d. strategy

Question 5

Which of the following should be a key goal of direct marketing in for-profit businesses and not-for-profit organizations?
 a. To build a widespread mail-order operation
  b. To create an image for the brand
  c. To integrate the program with all other advertising efforts
  d. To reach customers across the board rather than consumers in specific markets

Question 6

The essence and take-away part of an advertising plan is the:
 a. situation analysis.
  b. executive summary.
  c. strategy.
  d. objectives.

Question 7

Which of the following is true of building customer relationship through direct marketing?
 a. Word-of-mouth advertising is the best way to build a marketing base.
  b. Long-term customer relationships must be based on trust.
  c. Closing the sale comes first, followed by commitment to customer satisfaction.
  d. Customers are willing to pay for catalogs if given the proper incentive.

Question 8

In an advertising plan, the
 
  is the section in which the client and the agency lay out the key factors that define
 
  the current conditions and then explain the importance of each factor.
 a. execution
  b. strategy
  c. situation analysis
  d. evaluation

Question 9

Which of the following is the primary reason for direct marketing to grow in popularity?
 a. It uses only one type of media to get a response.
  b. It has a long-term sales promotion goal.
  c. It has an immediate measurement of response
  d. It relies on technology rather than human behavior