Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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Which
of the following is NOT one of the key issues for success in direct marketing? a. | Interaction.
| c. | Context.
| b. | Targeting.
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2.
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Targeting specific TV audiences with a particular interest is called: a. | Broadcasting. | c. | Target
transmissions. | b. | Narrowcasting. | | | | |
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3.
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A
list of individually-addressable customers is called: a. | A customer base.
| c. | A marketing
base. | b. | A database. | | | | |
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4.
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Which
of the following is NOT a source of information for a customer list? a. | Sales
promotions. | c. | Press stories.
| b. | Complaints.
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5.
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Which
of the following is not true? a. | If data requirements are clearly defined and unlikely to
change, a sequential database is most suitable. | c. | If initial cost is an important factor, a relational database
is most suitable. | b. | If the market structure is complex and subject to change, a
relational database is most suitable. | | | | |
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6.
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Which
of the following is not true? a. | Computers are good at combining and manipulating databases.
| c. | Computers are
good at storing databases. | b. | Computers are good at cleaning databases.
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7.
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What
is junk mail? a. | Direct mailings
which advertise products. | c. | Direct mailings
which are wrongly-targeted. | b. | Direct mailings which are thrown
away. | | | | |
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8.
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Approximately how many pieces of mail are returned each year in the UK marked
‘gone away’ or ‘return to sender’? a. | 20 million.
| c. | 100 million.
| b. | 50 million.
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9.
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Which
European country has the highest amount of direct mail per head of population? a. | UK. | c. | France.
| b. | Belgium.
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10.
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Which
of the following is not a real regulatory organisation? a. | The Telephone
Preference Service. | c. | The Board of
Trade No-Call register. | b. | The Federal Trade Commission Do-Not-Call list.
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11.
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What
distinguishes direct response advertising from ordinary advertising? a. | Direct response
advertising contains a call to action. | c. | Direct response advertising contains a full description of the
product. | b. | Direct response advertising contains a means by which potential
customers can contact the company. | | | | |
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12.
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What
does DRTV stand for? a. | Double Response Transfer Vehicle.
| c. | Direct
Readership Test Volume. | b. | Direct Response Television. | | | | |
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13.
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Which
of the following is not true? a. | The Internet is unregulated. | c. | The Internet is likely to take over from traditional retailers.
| b. | The Internet is
unreliable as an information source. | | | | |
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14.
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A
product which has no physical existence and can be sold on the Internet for direct download is
called: a. | A virtual
product. | c. | An Internet
product. | b. | An intangible product. | | | | |
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15.
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Experienced Internet users who seek convenience and low prices are
called: a. | Simplifiers.
| c. | Routiners.
| b. | Bargainers.
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16.
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Which
of the following is true? a. | French people have more credit cards than Germans.
| c. | Britons have
more credit cards than French people. | b. | Germans have more credit cards than Britons.
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