The direct marketing medium with the highest response rate is
a. direct mail. c. telemarketing.
b. infomercial. d. advertorial.
Question 2The second stage of perceptual encoding is called ____ whereby the context or situation in which information is received plays a major role in determining what is perceived and interpreted.
a. feature analysis
b. heuristics
c. comprehension
d. active synthesis
e. perception
Question 3The main function of a portal is to:
a. provide a huge amount of content.
b. provide access to the Internet.
c. provide free services.
Question 4One way of understanding structured data is as filling rows of data on a spreadsheet.
a. True
b. False
Indicate whether the statement is true or false
Question 5At present, which of the following forms of direct marketing is considered the most controversial?
a. telemarketing c. advertorials
b. direct mail d. bulk email
Question 6The initial stage of perceptual encoding whereby the receiver examines the basic features of a stimulus and from this makes a preliminary classification is called ____.
a. feature analysis
b. heuristics
c. comprehension
d. active synthesis
e. perception
Question 7Possible applications of the Community model include:
a. fundraising.
b. open collaboration.
c. both of the above.
Question 8Firms investing in the capture, storage, and analysis of large and varied data sets are forward-looking and cutting edge.
a. True
b. False
Indicate whether the statement is true or false
Question 9The advantage of direct mail as a communication medium stems from its ____.
a. cost per inquiry c. response rate
b. cost per order d. selectivity
Question 10The perceptual process of interpreting stimuli is called ____.
a. perceptual overloading
b. perceptual decoding
c. habituation
d. cognitive dissonance
e. perceptual encoding
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