APR 241 TEST 2 STUDY GUIDE WITH
ANSWERS
◉ integrated marketing communications
Answer: process of building and reinforcing relationships
◉ firm that practices IMC very well
Answer: GEICO
◉ direct marketing
Answer: impersonal, sent directly to the consumers, designed to
be interactive
◉ is direct marketing interactive
Answer: yes
◉ what does interactive mean
Answer: buyers and sellers can exchange information with each
other directly
◉ who is direct marketing targetted towards
, Answer: customers most likely to be interested in their product or
service
◉ database marketing
Answer: tracking and analyzing purchasing patterns of costumers
in a database
◉ true or false, direct marketers want to user more than one type
of media
Answer: true
◉ what type of advertising do direct marketers use
Answer: direct response advertising
◉ direct response advertising
Answer: designed to prompt an immediate action from the viewer,
clicking a link, buying a product etc
◉ oldest marketing method
Answer: direct marketing
◉ who created customer lifetime value
Answer: pitney bowes
ANSWERS
◉ integrated marketing communications
Answer: process of building and reinforcing relationships
◉ firm that practices IMC very well
Answer: GEICO
◉ direct marketing
Answer: impersonal, sent directly to the consumers, designed to
be interactive
◉ is direct marketing interactive
Answer: yes
◉ what does interactive mean
Answer: buyers and sellers can exchange information with each
other directly
◉ who is direct marketing targetted towards
, Answer: customers most likely to be interested in their product or
service
◉ database marketing
Answer: tracking and analyzing purchasing patterns of costumers
in a database
◉ true or false, direct marketers want to user more than one type
of media
Answer: true
◉ what type of advertising do direct marketers use
Answer: direct response advertising
◉ direct response advertising
Answer: designed to prompt an immediate action from the viewer,
clicking a link, buying a product etc
◉ oldest marketing method
Answer: direct marketing
◉ who created customer lifetime value
Answer: pitney bowes
