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 2Costs 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 3Which 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 4Which element is essential to articulating a well-stated advertising objective?
a. A time frame
b. A budget
c. An overview
d. An evaluation
Question 5A 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 6Combining 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 7Cross-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 8is 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 9Which 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 10The 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