Only B2B marketers have increased their usage of direct-mail advertising.
a. True
b. False
Indicate whether the statement is true or false
Question 2Marketing 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 3Perhaps 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 4Explain the role of the fair use doctrine in copyright protection.
Question 5Compared 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 6List 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 7On 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 8List 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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