A busy mother of four is concerned with issues of privacy, and doesn't want her family phone number ...

A busy mother of four is concerned with issues of privacy, and doesn't want her family phone number on mailing lists. Which of the following should she consider?
 a. Be aware of legislation that limit businesses' access to personal information
  b. Sign up for the Direct Marketing Association's opt-out program
  c. Contact the FTC's Do Not Call Registry
  d. Call the state Better Business Bureau

Question 2

Costs associated with advertising to the trade and specialized research unique to the campaign are prominent examples of .
 a. principal finances
  b. ancillary costs
  c. major finances
  d. primary costs

Question 3

Which of the following is the largest concern for consumers regarding direct marketing?
 a. Telemarketing
  b. Invasion of privacy
  c. Increased junk mail
  d. Credit card debt

Question 4

Which element is essential to articulating a well-stated advertising objective?
 a. A time frame
  b. A budget
  c. An overview
  d. An evaluation

Question 5

A suburban country club contacts each member who holds a golf membership to enquire if they would also be interested to purchase a pool membership for the entire family. The country club personnel are using their marketing database for .
 a. personal selling
  b. creative selling
  c. marcom selling
  d. cross-selling

Question 6

Combining sales objectives with communications objectives:
 a. will almost certainly spell disaster for an advertising plan.
  b. may seem effective on paper but may confuse consumers during the campaign.
  c. is the only way to identify truly quantitative benchmarks for the campaign.
  d. can be an excellent way to develop an advertising campaign.

Question 7

Cross-selling involves marketing:
 a. additional products to current customers.
  b. the same product across different consumers.
  c. products to different members of the same household.
  d. only to one geo-demographic segment.

Question 8

is the tendency to view and value things from the perspective of one's own culture.
 a. Cultural relativism
  b. Allophilia
  c. Endogamy
  d. Ethnocentrism

Question 9

Which of the following is one of the basic elements of any frequency-marketing program?
 a. An internal mailing list
  b. A benefit package
  c. An external mailing list
  d. A salesperson

Question 10

The account executive in charge of promoting a new perfumed bath soap for women is not expecting a sudden attachment and loyalty to the productthough that would be nicebut realistically, she would like women to at least buy it once and see how they like it. Which of the following is more likely to be her objective?
 a. Purchase intent
  b. Trial usage
  c. Repeat purchase
  d. Build-up purchase