Advertising and Promotion
Quiz 14: Direct Marketing
_____ Is the Electronic Equivalent of Junk Mail- It Is
_____ is the electronic equivalent of junk mail- it is less targeted and is considered an unwanted e-mail. A)Add-on B)Trojan C)Mnemonic D)Spam E)Plug-in
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The U.S.government has passed laws regulating the use of e-mail marketing because A)it results in high volumes of spam and many consumers consider it a nuisance. B)of the huge costs involved in monitoring Internet traffic. C)it violates the privacy of online users and makes unauthorized use of consumer data. D)it makes use of comparative advertising. E)it involves sharing of a company's confidential data with the consumers.
Which of the following statements is true of the use of broadcast media by the direct-marketing industry? A)Direct marketing in the broadcast industry does not use support advertising. B)The majority of direct-marketing broadcast advertising occurs through radio as opposed to TV. C)The use of broadcast media by the direct-marketing industry has witnessed a decline in the recent years. D)The two-step approach to direct marketing is common on the radio, particularly with local companies. E)When a toll-free number is included in a direct-response ad, it is called support advertising.
In _____, a product or service is offered and a sales response is solicited, through either the one- or two-step approach to direct marketing. A) direct-response advertising B) direct-support advertising C) direct-ambient advertising D) personal selling E) sales promotion
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