TEST BANK
Principles of Marketing
01/12/23 1
, Principles of Marketing
Chapter 16
Test Bank Questions
Direct, Online, Social Media, and Mobile Marketi ng
Multiple Choice Questions
1. _______ involves using communication tools to engage directly with individual consumers
for the ultimate purpose of calling them to take some marketing action.
A. Direct marketing*
B. Direct mail
C. Public relations
D. Advertising
Solution: A. Direct marketing includes a collection of tools that invite customers or recipients to
take some action like visit a website or call the company.
Section 16.1 LO1 Easy 1-2 minutes
2. Bellisimona, a local pizzeria, sends a postcard to new residents in its neighborhood inviting
them to dine at their restaurant for 20 percent off. Bellisimona is using which direct
marketing tool?
A. Email marketing
B. Telemarketing
C. Direct mail*
D. DRTV
Solution: C. Direct mail involves communicating a promotional message via the mail and
includes a “call to action,” which is designed to motivate the consumer to engage with the
business.
Section 16.1 LO1 Easy 1-2 minutes
3. When a celebrity promotes a home security system in a commercial and includes a phone
number or website that the viewer can use to “act now,” what is this is an example of?
A. Direct mail
B. Catalogs
C. Direct-response TV*
D. Call centers
Solution: C. DRTV is a type of direct marketing that is designed to compel viewers to take some
immediate action, such as calling a phone number or visiting a website presented during a
television commercial. The commercials typically involve a persuasive demonstration of a
product, after which consumers are provided with a toll-free number to call or a website to visit
to place an order.
Section 16.1 LO1 Moderate 2-3 minutes
01/12/23 2
Principles of Marketing
01/12/23 1
, Principles of Marketing
Chapter 16
Test Bank Questions
Direct, Online, Social Media, and Mobile Marketi ng
Multiple Choice Questions
1. _______ involves using communication tools to engage directly with individual consumers
for the ultimate purpose of calling them to take some marketing action.
A. Direct marketing*
B. Direct mail
C. Public relations
D. Advertising
Solution: A. Direct marketing includes a collection of tools that invite customers or recipients to
take some action like visit a website or call the company.
Section 16.1 LO1 Easy 1-2 minutes
2. Bellisimona, a local pizzeria, sends a postcard to new residents in its neighborhood inviting
them to dine at their restaurant for 20 percent off. Bellisimona is using which direct
marketing tool?
A. Email marketing
B. Telemarketing
C. Direct mail*
D. DRTV
Solution: C. Direct mail involves communicating a promotional message via the mail and
includes a “call to action,” which is designed to motivate the consumer to engage with the
business.
Section 16.1 LO1 Easy 1-2 minutes
3. When a celebrity promotes a home security system in a commercial and includes a phone
number or website that the viewer can use to “act now,” what is this is an example of?
A. Direct mail
B. Catalogs
C. Direct-response TV*
D. Call centers
Solution: C. DRTV is a type of direct marketing that is designed to compel viewers to take some
immediate action, such as calling a phone number or visiting a website presented during a
television commercial. The commercials typically involve a persuasive demonstration of a
product, after which consumers are provided with a toll-free number to call or a website to visit
to place an order.
Section 16.1 LO1 Moderate 2-3 minutes
01/12/23 2
