Managing Personal Communications - MCQs with answers - Part 1

Managing Personal Communications - MCQs with answers - Part 1

Direct and Interactive Marketing
1. The use of consumer direct channels to reach and deliver services and goods to customers without any help of marketing middlemen is

a) Direct marketing
b) Personal selling
c) Interactive marketing
d) None of the above

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2. A direct mail campaign success is judged by

a) Reading rate
b) Response rate
c) Both a and b
d) None of the above.

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3. Direct marketers use the R-F-M formula which stands for

a) Rate, Frequency, Marketing
b) Rate, Frequency, Monetary amount
c) Receny, Frequency, Marketing
d) Receny, Frequency, Monetary amount

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4. The offer strategy has ____ elements.

a) Five
b) Four
c) Three
d) None of the above

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5. By totaling the planned campaign expenses, the direct marketer can know the needed

a) Lower response rate
b) Profitable response rate
c) Break-even response rate
d) None of the above

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6. Avon cosmetics and IKEA furniture uses

a) Offer marketing
b) Catalog marketing
c) Personal selling
d) None of the above

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7. The web gives the benefit of contextual placement.

a) True
b) False

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8. "Take Back Control" and "What makes you special" online campaigns were launched by

a) Microsoft
b) Apple
c) IBM
d) None of the above

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9. The group who completely embraces technology and express creatively through personal web pages and blogs is termed as

a) Lackluster veterans
b) Productivity enhancers
c) Omnivores
d) Connectors

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10. The group who see cell phones and internet as communication tools

a) Lackluster veterans
b) Productivity enhancers
c) Omnivores
d) Connectors

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11. The group who thinks technology as means to better keep up with their daily lives and jobs is

a) Lackluster veterans
b) Productivity enhancers
c) Omnivores
d) Connectors

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12. The people who utilize technology but are not thrilled by it are

a) Lackluster veterans
b) Productivity enhancers
c) Omnivores
d) Connectors

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13. A ________ can be defined as the limited space on the web managed and paid for by an external ad firm.

a) Microsites
b) Sponsorships
c) Interstitials
d) None of the above

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14. A Microsite is specifically relevant for firms selling low interest products

a) True
b) False

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15. The ad with animation or video that appear between changes on a website is

a) Microsites
b) Sponsorships
c) Interstitials
d) None of the above

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