Deck 10: Direct Marketing and Personal Selling

Question 1

Which of the following societal factors is driving the growth of direct marketing today?

A) consumers' increasing need for convenience
B) more liberal attitudes about the use of credit and accumulation of debt
C) developments in technology - in telecommunication and computers
D) all of these factors are driving the growth of direct marketing today

Answer 1

D

Question 2

A company is trying to use its marketing database to determine its best customers. An RFM analysis is an excellent tool for this.

Answer 2

True

Question 3

Direct marketers do not use mailing lists because they are expensive and outdated.

Answer 3

False

Question 4

Although privacy issues continue to be a hot topic in the national media, research has shown that only about one in five consumers expresses concerns about privacy issues.

Question 5

Direct marketing pioneer, L.L. Bean has always been a relationship builder. Which keen insight did Bean have into direct marketing from the beginning?

A) The importance of building a good catalog.
B) Customers are willing to pay for catalogs if given the proper incentive.
C) Commitment to customer satisfaction need not be backed up with guarantees to replace merchandise found lacking.
D) Long-term relationships are based on trust

Question 6

If a company is willing to spend a lot of money per customer contact in exchange for the highest response rate around, it should choose telemarketing.

Question 7

Telemarketing is probably the direct marketer's most invasive tool and as such must be used with discretion so as not to alienate customers.

Question 8

You are marketing manager for a company that packages and markets vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives regarding these efforts is to make sure the efforts are integrated. This is because

A) integrated programs work more effectively than programs that are not integrated.
B) it's easier to measure the results of integrated programs.
C) integrated programs substantially reduce the cost of communicating with audiences.
D) integrated programs reduce the need to tailor specific messages to specific audiences.

Question 9

Which of the following is NOT a primary purpose of direct-marketing programs?

A) close a sale with a customer
B) create awareness among a variety of target market groups
C) identify prospects for future contacts
D) engage customers and furnish product information

Question 10

One advantage that direct marketing holds over more conventional forms of mass marketing is that it can identify and serve more-specific segments of the population.

Question 11

External mailing lists are typically bought or rented from sources outside the organization doing the mailing.

Question 12

Direct marketing is convenient in that it provides consumers access to a range of products in their homes.

Question 13

The best word to summarize the popularity of direct marketing with consumers is

A) value.
B) unobtrusiveness.
C) convenience.
D) technology.

Question 14

Cross-selling is the practice of contacting a competitors' customers and attempting to get them to try your product.

Question 15

Direct marketing is an interactive system that uses one or more advertising media to effect a measurable response at any location.

Question 16

The most common use of direct marketing is to raise brand awareness.

Question 17

Due to emerging technologies, direct marketers will be able to directly engage consumers with the brand for the first time.

Question 18

All conventional media can be used to deliver direct response advertising. However, when conventional media are used, the effort is no longer considered to be part of a direct marketing program.

Question 19

The appeal of direct marketing to marketers is the ease with which they can measure results, most often by calculating cost per program (CPP).

Question 20

A problem with direct marketing is that consumers are concerned that personal information is being gathered and exchanged between businesses.

Question 21

A business is considering using a direct mail piece to reach potential customers. Management of the company should realize that two of the negatives of doing so are a high cost per contact and

A) bad mail addresses
B) a limited number of creative options.
C) a limited ability to test executions.
D) an inability to track results.

Question 22

Which of the following is a basic element of frequency marketing program?

A) a database
B) a benefit structure
C) a communication strategy
D) all of these are basic elements

Question 23

A local Elks Club contacts each member that holds an Elks golf membership and inquires as to whether the member would also like to purchase an Elks pool membership for the family. This is known as using a marketing database for

A) cross-selling.
B) customer fragmentation.
C) market exploitation.
D) snowball sales.

Question 24

A good way to isolate a firm's best customers from a marketing database is with ____ analysis.

A) recency, frequency, and monetary (RFM)
B) cost per inquiry
C) cost per order
D) demographic, psychographic, and behavioral

Question 25

In some cases, marketing databases are enhanced using ____-data that reveals the characteristics of the neighborhood in which a person resides.

A) demographic
B) geodemographic
C) psychographic
D) market share

Question 26

Mailing list enhancement can be achieved by adding the following information to basic name and address data

A) demographic data.
B) geodemographic data.
C) psychographic data.
D) all of these can be used to enhance a mailing list.

Question 27

There are two broad categories of mailing lists that should be recognized by marketers. ____ lists are the starting point for developing better relationships with current customers, whereas ____ lists help an organization cultivate new business.

A) external; internal
B) demographic; geodemographic
C) internal; external
D) geodemographic; psychographic

Question 28

The direct marketing medium with the highest response rate is

A) direct mail.
B) infomercial.
C) telemarketing.
D) advertorial.

Question 29

From a consumer's standpoint, the growth in popularity of direct marketing is fostered by

A) more liberal attitudes about credit
B) need for greater convenience.
C) computers that enable on-line shopping
D) all of these are factors in growth of consumer direct marketing

Question 30

A person is concerned with issues of privacy and doesn't want his or her name being on mailing lists. This person can call ____ and have his or her name removed.

A) the Federal Trade Commission's Do Not Call Registry
B) the Direct Marketing Association's opt-out program
C) his or her senator or congressperson
D) the Better Business Bureau in the person's home state

Question 31

Firms can use an RFM analysis to isolate their best customers. RFM stands for

A) returns, frequency, momentum.
B) records, formats, mailings.
C) recency, freedom, mailings.
D) recency, frequency, monetary.

Question 32

A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to

A) the number of times a customer was reached with any kind of advertising message from the company.
B) the number of times a customer was reached through a direct-marketing medium for the company.
C) the number of times a customer bought a product from any product category.
D) the number of times a customer bought a product from the company.

Question 33

Infomercials were made possible by

A) the lower cost of ad space on satellite and cable systems.
B) increasingly gullible consumers.
C) the advent of videotape.
D) relaxed network standards for programming.

Question 34

The one characteristic that makes direct marketing different from marketing in general is that

A) the success of direct marketing is ultimately determined by consumer response.
B) direct marketing relies on audience segmentation.
C) direct marketing typically has a lower cost per contact.
D) direct marketing has an emphasis on developing a database.

Question 35

The advantage of direct mail as a communication medium stems from its ____.

A) cost per inquiry
B) cost per order
C) response rate
D) selectivity

Question 36

A business interviews customers to determine their wants and needs. This company is in the process of developing

A) a geodemographic data source.
B) an external list.
C) a marketing database.
D) a single-source tracking study.

Question 37

At present, which of the following forms of direct marketing is considered the most controversial?

A) telemarketing
B) direct mail
C) advertorials
D) bulk email

Question 38

The greatest concern about direct marketing expressed by consumers is

A) environmental.
B) invasion of privacy.
C) expense of products.
D) quality of products.

Question 39

An emphasis on producing measurable effects is one of the noted appeals of direct marketing, where it is not uncommon to find cost per inquiry (CPI) calculations. What other calculation is commonly computed by direct marketers?

A) Cost per impression (CPI)
B) Cost per order (CPO)
C) Consumer price inquiry (CPI)
D) Segment per inquiry (SPI)

Question 40

There are three basic elements, each with a specific purpose, in frequency marketing programs. Which of the following is among them?

A) a database which is the collective memory for the program
B) a benefit package designed to attract and retain customers
C) a communication strategy which emphasizes regular customer dialogue
D) all of these together constitute the basic elements of frequency marketing

Question 41

Scenario 10-1
Coca-Cola Co., Atlanta, launched a nostalgia-filled retail concept space in Nashville, TN., in the Cracker Barrel Old Country Store location, directly across from the Gaylord Opryland Hotel and Convention Center. Coca-Cola advertising and artwork is known throughout the world and frequently displayed in museums and in the homes of nostalgic collectors. Visitors could now view holiday artwork in Nashville and at Cracker Barrel Old Country Store sales personnel would greet customers and inform them about both brands. This is a natural connection for both brands. For 35 years, Cracker Barrel has served Coca-Cola in its restaurants and the company honored Coca-Cola's heritage alongside its own nostalgic memorabilia. (Jim Taylor, Rare Coca-Cola Holiday Artwork on Display at Cracker Barrel Old Country Store ," http://www.crackerbarrel.com, November 15, 2004.)
(Scenario 10-1) within the Cracker Barrel Old Country Store site there is a big fishbowl inviting visitors to leave a business card and announcing that once a month there will be a drawing for free memorabilia for both brands. Those whose cards are drawn will receive their prize items by mail. What are Cracker Barrel and Coca Cola doing with this fishbowl activity?

A) conducting a direct mail sales campaign
B) collecting the names of businesses their visitors work for
C) recycling the cardboard used in business cards
D) developing a mailing list

Question 42

A company wants to sell a fire-resistant car wax in a 30-minute infomercial. What does experience this medium suggest this company would be wise to do?

A) Sell the car wax for $9.95--about 50 percent of the maximum price.
B) Consumers don't watch all 30 minutes, so the call to action should occur 3 times - every 10 minutes - in the half hour it runs.
C) Spend the extra cost on a celebrity because they are necessary to gain consumer attention
D) Understand that using the infomercial will make the brand appear cheap, so calculate the expected sales return with that in mind.

Question 43

Scenario 10-3
You have decided that, after being exposed to a bit of advertising and marketing theory and practice, that "ad biz" thrives on abbreviations. To make life easier for the students that follow behind you, and perhaps to make a bit of money for yourself, you are going to write and publish the Encyclopedia of Advertising Abbreviations and Terminology (the EAT). The following questions are drawn from information included under the entry entitled "Direct Marketing."
(Scenario 10-3) Direct marketing is "interactive" which refers to the following marketer activity

A) allowing spam through interference networks.
B) introducing foreign-made products into U.S. markets.
C) attempting to develop an ongoing dialogue with the customer.
D) providing management feedback to Marcom Directors

Question 44

Scenario 10-1
Coca-Cola Co., Atlanta, launched a nostalgia-filled retail concept space in Nashville, TN., in the Cracker Barrel Old Country Store location, directly across from the Gaylord Opryland Hotel and Convention Center. Coca-Cola advertising and artwork is known throughout the world and frequently displayed in museums and in the homes of nostalgic collectors. Visitors could now view holiday artwork in Nashville and at Cracker Barrel Old Country Store sales personnel would greet customers and inform them about both brands. This is a natural connection for both brands. For 35 years, Cracker Barrel has served Coca-Cola in its restaurants and the company honored Coca-Cola's heritage alongside its own nostalgic memorabilia. (Jim Taylor, Rare Coca-Cola Holiday Artwork on Display at Cracker Barrel Old Country Store ," http://www.crackerbarrel.com, November 15, 2004.)
(Scenario 10-1) One marketer of Coca Cola collectibles offers its best customers a program in which they are alerted to limited edition items one month before the general public. This assures key customers that they won't miss out on a valued collectible due to unexpectedly high demand. This is an example of

A) a frequency-marketing program.
B) a CPO program.
C) an effective use of external lists.
D) marcom management.

Question 45

Scenario 10-3
You have decided that, after being exposed to a bit of advertising and marketing theory and practice, that "ad biz" thrives on abbreviations. To make life easier for the students that follow behind you, and perhaps to make a bit of money for yourself, you are going to write and publish the Encyclopedia of Advertising Abbreviations and Terminology (the EAT). The following questions are drawn from information included under the entry entitled "Direct Marketing."
(Scenario 10-3) A commonly used calculation for assessing the measurable effects of a direct marketing program is

A) CPO.
B) PPP.
C) CPM.
D) MRI.

Question 46

Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
(Scenario 10-6) Jostens has determined that there is a relationship between profiles of neighborhoods in school districts and the type of class ring purchasing behavior. Enhancing Jostens marketing database by adding neighborhood data means the firm is adding ____ data to the database.

A) demographic
B) geodemographic
C) psychographic
D) market segment

Question 47

Scenario 10-2
Folio in an e-technology company. As e-businesses move to the Web, their technology platform allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information, regardless of where it resides - all from their Web browser. So, Folio can share content across connected servers with partners, suppliers, customers and employees to form an e-business Content Network. And it all happens in real time.
(Scenario 10-2) Some visitors may be reluctant to provide personal information at a website due to privacy concerns. Individual companies can alleviate these concerns by making sure consumers are contacted only with meaningful messages and by

A) calling the visitor and asking about such concerns.
B) making the website appear to be independent of a commercial sponsoring organization.
C) not selling visitors' names to third parties without permission.
D) enhancing the resulting mailing list with nothing more than demographic data.

Question 48

Scenario 10-4
Telemarketers say they'll honor the wildly popular but legally besieged Do-Not-Call list until the court battles are over. Those whose telephone numbers have already been submitted to the national Do-Not-Call registry should have noticed a substantial decrease in calls. You know it's a good law by the sheer volume of gnashing teeth emanating from the Direct Marketing Association and other groups representing telemarketers, who would be required to purge their databases of registry phone numbers at least quarterly. Though the DMA continues to pursue legal avenues to block the list, it promises to respect consumers' wishes. (Liz Pullman Weston, Free at last from telemarketing invasions, MSN Online, February 15, 2005).
(Scenario 10-4) Just what volume of annual lost business do direct marketers fear from the Do-not-call registry?

A) $50
B) $50 million
C) $50 billion
D) $50 trillion

Question 49

Scenario 10-4
Telemarketers say they'll honor the wildly popular but legally besieged Do-Not-Call list until the court battles are over. Those whose telephone numbers have already been submitted to the national Do-Not-Call registry should have noticed a substantial decrease in calls. You know it's a good law by the sheer volume of gnashing teeth emanating from the Direct Marketing Association and other groups representing telemarketers, who would be required to purge their databases of registry phone numbers at least quarterly. Though the DMA continues to pursue legal avenues to block the list, it promises to respect consumers' wishes. (Liz Pullman Weston, Free at last from telemarketing invasions, MSN Online, February 15, 2005).
(Scenario 10-4) Weider Publications has a file of about 75,000 names of people who have given one or more of Weider's nine publications as a gift. In December, Weider undergoes an intensive one-week effort to call former gift givers who have not yet renewed. If the list that Weider is using consists of only the names, addresses, and phone numbers of former gift givers, it would be referred to as

A) an internal list.
B) an external list.
C) a skeleton list.
D) an enhanced list.

Question 50

Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
(Scenario 10-6) In making the decision to engage in direct marketing efforts for its products, Jostens compared the cost of using salespeople to the cost of using direct marketing against the number of responses generated by each. Which of the following best describes the cost measurement tool used by Jostens?

A) cost per contact
B) cost per rating point
C) cost per inquiry
D) cost per thousand

Question 51

Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
(Scenario 10-6) Jostens is considering using a number of different direct marketing media applications. Which of the following is the most potent tool available to the firm because it produces the best response rates?

A) telemarketing
B) direct mail
C) advertorials
D) direct response

Question 52

Scenario 10-4
Telemarketers say they'll honor the wildly popular but legally besieged Do-Not-Call list until the court battles are over. Those whose telephone numbers have already been submitted to the national Do-Not-Call registry should have noticed a substantial decrease in calls. You know it's a good law by the sheer volume of gnashing teeth emanating from the Direct Marketing Association and other groups representing telemarketers, who would be required to purge their databases of registry phone numbers at least quarterly. Though the DMA continues to pursue legal avenues to block the list, it promises to respect consumers' wishes. (Liz Pullman Weston, Free at last from telemarketing invasions, MSN Online, February 15, 2005).
(Scenario 10-4) Time of course is also a vehicle for other direct marketers. What is a popular device many of them use Time to implement for them?

A) a half page ad
B) a bind-in insert card
C) back page contests and giveaways
D) infomercials

Question 53

Scenario 10-2
Folio in an e-technology company. As e-businesses move to the Web, their technology platform allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information, regardless of where it resides - all from their Web browser. So, Folio can share content across connected servers with partners, suppliers, customers and employees to form an e-business Content Network. And it all happens in real time.
(Scenario 10-2) Folio is considering imitating a direct marketing tactic employed by Time, Inc. Time publishes magazines like Sunset, This Old House, and Southern Living. At the website for these magazines, called the Virtual Garden, visitors provide tips on gardening and comments on articles selected from the magazines. This allows Time to enhance the mailing list data collected at the site with

A) demographic data.
B) geodemographic data.
C) psychographic data.
D) behavioral data.

Question 54

Scenario 10-5
Trapper's Lake Lodge is a hotel that is situated next to a large lake in the Flat Tops Wilderness Area. The Lodge offers guided fishing, hunting, and cross-country skiing trips throughout the year. The Lodge is in a very remote location and is over 250 miles away from any major airport. Guests must travel 40 miles on a rough dirt road during warm summer months or ride a special snow car for that distance during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and most swear that they will come back to visit again. Nonetheless, a big problem for the Lodge is getting people to visit in the first place as many travelers are put off by the difficulty in reaching it. As a result, they have decided to mount an aggressive direct marketing campaign increase first-time guest visits as well as nurture loyal frequent visitors.
(Scenario 10-5) Every time a guest stays at the Lodge they are asked to fill out a questionnaire that includes basic demographic items and questions associated with the visitor's recreation preferences. This is an example of a(n) ____, which will be used to help build a marketing database for Trapper's Lake Lodge

A) demographic
B) geodemographic enhancement
C) external list
D) internal list

Question 55

Scenario 10-2
Folio in an e-technology company. As e-businesses move to the Web, their technology platform allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information, regardless of where it resides - all from their Web browser. So, Folio can share content across connected servers with partners, suppliers, customers and employees to form an e-business Content Network. And it all happens in real time.
(Scenario 10-2) When successful, gathering information at a website about households or lifestyles can be a crucial step in building a(n)

A) enhanced mailing list
B) internal list
C) database
D) external list

Question 56

Scenario 10-2
Folio in an e-technology company. As e-businesses move to the Web, their technology platform allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information, regardless of where it resides - all from their Web browser. So, Folio can share content across connected servers with partners, suppliers, customers and employees to form an e-business Content Network. And it all happens in real time.
(Scenario 10-2) Because it's difficult to get visitors to fill out long data forms, Folio only attempts to collect only visitors' names and addresses. A collection of this information is called

A) a computer contact list.
B) a mailing list.
C) an external list.
D) geodemographic data.

Question 57

Scenario 10-1
Coca-Cola Co., Atlanta, launched a nostalgia-filled retail concept space in Nashville, TN., in the Cracker Barrel Old Country Store location, directly across from the Gaylord Opryland Hotel and Convention Center. Coca-Cola advertising and artwork is known throughout the world and frequently displayed in museums and in the homes of nostalgic collectors. Visitors could now view holiday artwork in Nashville and at Cracker Barrel Old Country Store sales personnel would greet customers and inform them about both brands. This is a natural connection for both brands. For 35 years, Cracker Barrel has served Coca-Cola in its restaurants and the company honored Coca-Cola's heritage alongside its own nostalgic memorabilia. (Jim Taylor, Rare Coca-Cola Holiday Artwork on Display at Cracker Barrel Old Country Store ," http://www.crackerbarrel.com, November 15, 2004.)
(Scenario 10-1) If the managers of the Cracker Barrel Country Store site were to buy a list furnishing not only names but also demographic data and that comes with accompanying software that can match up names and addresses to the internal list they developed by collecting business cards this would be called:

A) list classification
B) list enhancement
C) listserv
D) list manipulation

Question 58

Scenario 10-3
You have decided that, after being exposed to a bit of advertising and marketing theory and practice, that "ad biz" thrives on abbreviations. To make life easier for the students that follow behind you, and perhaps to make a bit of money for yourself, you are going to write and publish the Encyclopedia of Advertising Abbreviations and Terminology (the EAT). The following questions are drawn from information included under the entry entitled "Direct Marketing."
(Scenario 10-3) An RFM analysis is used to

A) determine if direct marketing is a feasible promotional tool.
B) compare the relative efficiencies of two different direct-marketing programs.
C) assess the total cost and anticipated return of a direct mail piece.
D) isolate the current best customers of a business.

Question 59

Scenario 10-2
Folio in an e-technology company. As e-businesses move to the Web, their technology platform allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information, regardless of where it resides - all from their Web browser. So, Folio can share content across connected servers with partners, suppliers, customers and employees to form an e-business Content Network. And it all happens in real time.
(Scenario 10-2) A magazine publisher collects data at its website about readers of one of its health and fitness magazines. The publisher uses direct mail to try to get these readers to subscribe to another of its publications regarding nutrition. This practice is known as

A) reader-response coordination.
B) cross-selling.
C) the shotgun approach.
D) vector marketing.

Question 60

Scenario 10-4
Telemarketers say they'll honor the wildly popular but legally besieged Do-Not-Call list until the court battles are over. Those whose telephone numbers have already been submitted to the national Do-Not-Call registry should have noticed a substantial decrease in calls. You know it's a good law by the sheer volume of gnashing teeth emanating from the Direct Marketing Association and other groups representing telemarketers, who would be required to purge their databases of registry phone numbers at least quarterly. Though the DMA continues to pursue legal avenues to block the list, it promises to respect consumers' wishes. (Liz Pullman Weston, Free at last from telemarketing invasions, MSN Online, February 15, 2005).
(Scenario 10-4) Most of Time magazine's holiday gift-giving subscriptions are a result of potential gift givers seeing a television commercial for Time, then calling an 800 number. The practice of using a Time representative to contact a potential customer by phone is used on only about 5 to 10 percent of gift-giving renewals. One advantage of using television over this type of telemarketing is that

A) it has a higher response rate.
B) it has a lower cost per contact.
C) it's simpler to experiment with different formats.
D) it's easier to target consumers.

Question 61

What are the disadvantages associated with a telemarketing effort? How can telemarketing improve be used successfully?

Question 62

The popularity of direct marketing has been growing among consumers and business organizations for quite a while. Describe three factors driving this growing popularity.

Question 63

Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
(Scenario 10-6) Jostens' marketing research has found that high school student consumers are favorably disposed to a direct marketing campaign via email for the Jostens products. Which of the factors below must Jostens take pains to avoid?

A) It will reach people with no interest in graduation memorabilia
B) It will be considered "spam"
C) It will cost more than an infomercial costs to produce and air
D) None of these factors are problems with the email approach

Question 64

What is meant by the term direct marketing? Select a company that you are familiar with and outline the principal purposes that a direct-marketing program could serve for the company. Be specific.

Question 65

You are the marketing manager for a mail-order company that ships spices from all over the world to all over the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? What are the advantages of your choice? Be as specific as possible.