MOS 3322 FINAL EXAM QUESTIONS & ANSWERS
Direct marketing - Answer -A marketing system for developing products, sending
messages directly to customers, and accepting orders through a variety of media, and
then distributing the purchase directly to customers
Direct response advertising - Answer -Advertising placed in a medium that generates
an immediate and measurable response from the intended target
Direct response media strategy - Answer -1. Direct Mail
2. Direct Response Television (DRTV)
3. Direct Response Print
4. Telemarketing
5. Catalogues
Direct mail - Answer -A printed form of direct response advertising distributed by
Canada Post or independent delivery agents
Direct response television (DRTV) - Answer -Advertising that appears on television and
encourages viewers to respond by telephoning a toll-free number, by mail, or online,
often referred to as informercials
Direct response print - Answer -A response-oriented ad delivered to prospects by
magazines or newspaper advertisements
Telemarketing - Answer -The use of telecommunications to promote the products and
services of a business. Involves outbound calls (company to customer) and inbound
calls (customer to company)
Catalogues - Answer -A reference publication usually annual or seasonal, distributed
by large retail chains and direct marketing companies
House list - Answer -An internal customer list
The roots of direct response communications: database management - Answer -1.
House list
2. Internal data sources
3. Collecting data
4. Accessing data (data mining)
5. External sources
6. Online databases (directory databases)
Collecting data - Answer -The names and addresses of customers are the most
common forms of internal data, but offer little perspective. The database should identify
,what a customer purchases, how often the customer purchases, how much the
customers spends on average, what brands of goods the customer prefers etc
Data mining - Answer -The analysis of information to determine relationships among
the data and enable more affective marketing strategies to be identified and
implemented
External sources - Answer -1. List broker
2. Merge/purge
Three types of lists for external sources - Answer -1. Response list
2. Circulation list
3. Compiled list
List broker - Answer -A company specializing in finding or developing lists for direct
response purposes, finds prospect lists based on target market criteria established by
marketing organizations
Merge/purge - Answer -A process in which numerous mailing lists are combined and
then stripped of duplicate names
Response list - Answer -A list of direct mail buyers who have previously made
purchases based on direct response offers
Circulation list - Answer -A publication's subscription list that targets potential
customers based on specified demographic characteristics, interests or activities
Compiled list - Answer -A direct mail list prepared from government, census, telephone,
warranty, and other publication information, or from surveys conducted by marketing
organizations
Online database - Answer -An information database accessible online to anyone with
proper communications facilities
Directory database - Answer -A commercial database that provides information about a
company (ex; size, sales, location, number of employees etc)
Examples of direct mail - Answer -Envelope, letter, leaflet, folder, incentive, order form,
postage-paid return envelope, statement stuffer/bounce back
Folder - Answer -A direct response sales message printed on heavy stock that can be
mailed with or without an envelope, may be several pages in length
Statement stuffer/bounce back - Answer -An ad or offer distributed in monthly
statements or with the delivery of goods purchased by some form of direct response
advertising
, Direct mail strategies - Answer -1. Solo direct mail/selective direct mail
2. Dimensional mail
3. Cooperative direct mail
Solo direct mail/selective direct mail - Answer -A unique advertising offer mailed directly
to a larger audience by a marketing organization
Dimensional mail - Answer -Direct mail that can take any form other than the typical flat
piece of mail
Cooperative direct mail - Answer -A mailing containing specific offers from non-
compelling products
Examples of DRTV - Answer -Short form DRTV, long form DRTV/informercial, remnant
time, direct response print media
Short form DRTV - Answer -30-60 second commercials that run on cable channels
Long form DRTV - Answer -A long commercial (10-30 minutes) that presents in detail
the benefits of a product or service, usually includes a call to action such as a 1-800
number
Remnant time - Answer -Unsold television inventory available at lower cost to an
advertiser
Direct response print media - Answer -1. Insert: a preprinted, free-standing
advertisement (ex; leaflet, brochure, flyer) specifically placed in a newspaper or
magazine
2. Tip-in: an insert that is glued to a page in the publication using a removable adhesive
Advantages of direct mail - Answer -Audience selectivity, creative flexibility, exclusivity,
measurability
Disadvantages of direct mail - Answer -Image, cost per exposure, lack of editorial
support
Examples of telemarketing - Answer -Call centre, inbound telemarketing, outbound
telemarketing
Inbound telemarketing - Answer -The calls received by a company from consumers,
whether to place an order, inquire about products or services, or in a response to a toll-
free telephone number promoted on a direct response television commercial
Outbound telemarketing - Answer -Calls made by a company to develop new accounts,
generate sales leads, and even close a sale
Direct marketing - Answer -A marketing system for developing products, sending
messages directly to customers, and accepting orders through a variety of media, and
then distributing the purchase directly to customers
Direct response advertising - Answer -Advertising placed in a medium that generates
an immediate and measurable response from the intended target
Direct response media strategy - Answer -1. Direct Mail
2. Direct Response Television (DRTV)
3. Direct Response Print
4. Telemarketing
5. Catalogues
Direct mail - Answer -A printed form of direct response advertising distributed by
Canada Post or independent delivery agents
Direct response television (DRTV) - Answer -Advertising that appears on television and
encourages viewers to respond by telephoning a toll-free number, by mail, or online,
often referred to as informercials
Direct response print - Answer -A response-oriented ad delivered to prospects by
magazines or newspaper advertisements
Telemarketing - Answer -The use of telecommunications to promote the products and
services of a business. Involves outbound calls (company to customer) and inbound
calls (customer to company)
Catalogues - Answer -A reference publication usually annual or seasonal, distributed
by large retail chains and direct marketing companies
House list - Answer -An internal customer list
The roots of direct response communications: database management - Answer -1.
House list
2. Internal data sources
3. Collecting data
4. Accessing data (data mining)
5. External sources
6. Online databases (directory databases)
Collecting data - Answer -The names and addresses of customers are the most
common forms of internal data, but offer little perspective. The database should identify
,what a customer purchases, how often the customer purchases, how much the
customers spends on average, what brands of goods the customer prefers etc
Data mining - Answer -The analysis of information to determine relationships among
the data and enable more affective marketing strategies to be identified and
implemented
External sources - Answer -1. List broker
2. Merge/purge
Three types of lists for external sources - Answer -1. Response list
2. Circulation list
3. Compiled list
List broker - Answer -A company specializing in finding or developing lists for direct
response purposes, finds prospect lists based on target market criteria established by
marketing organizations
Merge/purge - Answer -A process in which numerous mailing lists are combined and
then stripped of duplicate names
Response list - Answer -A list of direct mail buyers who have previously made
purchases based on direct response offers
Circulation list - Answer -A publication's subscription list that targets potential
customers based on specified demographic characteristics, interests or activities
Compiled list - Answer -A direct mail list prepared from government, census, telephone,
warranty, and other publication information, or from surveys conducted by marketing
organizations
Online database - Answer -An information database accessible online to anyone with
proper communications facilities
Directory database - Answer -A commercial database that provides information about a
company (ex; size, sales, location, number of employees etc)
Examples of direct mail - Answer -Envelope, letter, leaflet, folder, incentive, order form,
postage-paid return envelope, statement stuffer/bounce back
Folder - Answer -A direct response sales message printed on heavy stock that can be
mailed with or without an envelope, may be several pages in length
Statement stuffer/bounce back - Answer -An ad or offer distributed in monthly
statements or with the delivery of goods purchased by some form of direct response
advertising
, Direct mail strategies - Answer -1. Solo direct mail/selective direct mail
2. Dimensional mail
3. Cooperative direct mail
Solo direct mail/selective direct mail - Answer -A unique advertising offer mailed directly
to a larger audience by a marketing organization
Dimensional mail - Answer -Direct mail that can take any form other than the typical flat
piece of mail
Cooperative direct mail - Answer -A mailing containing specific offers from non-
compelling products
Examples of DRTV - Answer -Short form DRTV, long form DRTV/informercial, remnant
time, direct response print media
Short form DRTV - Answer -30-60 second commercials that run on cable channels
Long form DRTV - Answer -A long commercial (10-30 minutes) that presents in detail
the benefits of a product or service, usually includes a call to action such as a 1-800
number
Remnant time - Answer -Unsold television inventory available at lower cost to an
advertiser
Direct response print media - Answer -1. Insert: a preprinted, free-standing
advertisement (ex; leaflet, brochure, flyer) specifically placed in a newspaper or
magazine
2. Tip-in: an insert that is glued to a page in the publication using a removable adhesive
Advantages of direct mail - Answer -Audience selectivity, creative flexibility, exclusivity,
measurability
Disadvantages of direct mail - Answer -Image, cost per exposure, lack of editorial
support
Examples of telemarketing - Answer -Call centre, inbound telemarketing, outbound
telemarketing
Inbound telemarketing - Answer -The calls received by a company from consumers,
whether to place an order, inquire about products or services, or in a response to a toll-
free telephone number promoted on a direct response television commercial
Outbound telemarketing - Answer -Calls made by a company to develop new accounts,
generate sales leads, and even close a sale
