The basic direct-response strategies are:

The basic direct-response strategies are:
 a. attraction, commitment, and loyalty.
  b. acquisition, conversion, and retention.
  c. attraction, conversion, and retention.

Question 2

Which of the following statements concerning single-source measurement is TRUE?
 a. It combines all the relevant data at the individual consumer or household level.
  b. Much of the single-source data is tightly controlled by retailers.
  c. Many companies that want the advantages of single-source data are not in a position to capture it.
  d. Both a and b are correct.
  e. a, b, and c are all correct.

Question 3

Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas.
 
 Indicate whether the statement is true or false

Question 4

Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals.
 
 Indicate whether the statement is true or false

Question 5

The Four I's of Internet marketing include:
 a. information-driven, intuitive.
  b. integrated, immediate.
  c. involving, interactive.

Question 6

A specialist that is trained to know the contents of many of the key information sources in a library and on the Web as well as how to search those sources most effectively is known as a
 a. search librarian.
  b. research librarian.
  c. reference librarian.
  d. resource librarian.
  e. consulting librarian.

Question 7

Out-of-home media is a term used to describe any media other than television.
 
 Indicate whether the statement is true or false

Question 8

Discuss how consumer miscomprehension can occur and what marketing communicators can do to avoid it.