All conventional media such as television, radio, newspapers, and magazines can be used to deliver direct response advertising.
a. True
b. False
Indicate whether the statement is true or false
Question 2Well-stated objectives work best when they set a benchmark, specify a measurement method, and define a time frame.
a. True
b. False
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Question 3To get more personal data of consumers, companies can use advanced technology to merge offline data, like credit ratings and home value, with online data, like ordinary search activities and Internet navigation.
a. True
b. False
Indicate whether the statement is true or false
Question 4Objectives for advertising are measurable only in the context of quantifiable variables.
a. True
b. False
Indicate whether the statement is true or false
Question 5One disadvantage of direct marketing is that consumers may become uneasy about the ways in which their personal information is being gathered and used.
a. True
b. False
Indicate whether the statement is true or false
Question 6The tension between those who advocate sales objectives and those who push communications objectives precludes a marketer
from using both types when developing an overall plan for a brand.
a. True
b. False
Indicate whether the statement is true or false
Question 7Cross-selling is the practice of identifying past purchasers of one product and suggesting that they purchase other products.
a. True
b. False
Indicate whether the statement is true or false
Question 8Viewing advertising strictly from a communications perspective restricts marketers to a narrower range of advertising strategies.
a. True
b. False
Indicate whether the statement is true or false
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