Keeping a date of birth in a customer database allows companies to do something a little special and contact customers on their birthdays.
a. True
b. False
Indicate whether the statement is true or false
Question 2Some argue that sales should not be set as an objective for advertising, since advertising is only one variable in an entire marketing mix and cannot be solely responsible for selling the product.
a. True
b. False
Indicate whether the statement is true or false
Question 3A home decor catalog is trying to use its marketing database to identify and isolate its best customers to determine their decision making and purchasing behavior. A CPO analysis is an excellent tool to help accomplish this.
a. True
b. False
Indicate whether the statement is true or false
Question 4Few companies use purchase intent as the criterion in setting ad objectives because it tends to be much less accurate in predicting sales than other factors, such as attitude.
a. True
b. False
Indicate whether the statement is true or false
Question 5A marketing database allows a firm to measure how much business it is actually doing with its best customers through an analysis of recency, frequency, and monetary factors.
a. True
b. False
Indicate whether the statement is true or false
Question 6Advertisers should set only one objective in an advertising plan.
a. True
b. False
Indicate whether the statement is true or false
Question 7Streamlined catalogs are a great way to make timely offerings to targeted households in a cost-effective manner.
a. True
b. False
Indicate whether the statement is true or false
Question 8The competition's strengths, weaknesses, tendencies, and any threats they pose are included in the competitor
analysis.
a. True
b. False
Indicate whether the statement is true or false
Question 9The difference between a marketing database and a mailing list is that the mailing list also includes information
collected directly from a marketer's own customers.
a. True
b. False
Indicate whether the statement is true or false
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