Canadian Advertising In Action 10th Canadian Edition By Tuckwell – Test Bank

Chapter 11

1) Among the forms of direct response advertising available, the most common is
A) direct mail
B) DRTV
C) telemarketing
D) direct response print
E) catalogues
Answer: A
Diff: 1 Type: MC Page Ref: 320
Skill: Recall

2) In terms of net advertising revenues in Canada, direct mail ranks
A) second
B) third
C) fourth
D) fifth
E) sixth
Answer: C
Diff: 2 Type: MC Page Ref: 320
Skill: Applied

3) In terms of net advertising revenues in Canada, direct mail generates
A) $1.24 billion
B) $2.2 billion
C) $0.5 billion
D) $3.0 billion
E) $3.5 billion
Answer: A
Diff: 2 Type: MC Page Ref: 320
Skill: Recall

4) One of the major forms of direct-response advertising includes
A) telemarketing
B) promotions
C) point-of-purchase transactions
D) personal selling
E) radio commercials
Answer: A
Diff: 1 Type: MC Page Ref: 321
Skill: Applied

5) The shift to direct response advertising follows on the heels of companies adopting software technology that encourages database management techniques and the implementation of
A) customer loyalty points programs
B) customer value programs
C) social media programs
D) customer relationship management programs
E) viral marketing campaigns
Answer: D
Diff: 2 Type: MC Page Ref: 320
Skill: Applied

6) Direct response advertising is advertising through any medium designed to generate a response by any means, such as mail, television, telephone, or print ad, that is
A) inexpensive
B) measurable
C) creative
D) profitable
E) national
Answer: B
Diff: 2 Type: MC Page Ref: 320
Skill: Applied

7) A 60-second commercial seen on conventional television stations encouraging people to try a new skin cream is an example of
A) direct response television (DRTV)
B) telemarketing
C) catalogue marketing
D) direct mail
E) direct-response print
Answer: A
Diff: 2 Type: MC Page Ref: 321
Skill: Recall

8) The use of direct mail is widespread because it’s a medium that enables the sender to
A) use leaflets
B) include images
C) reach a local audience
D) send short messages
E) personalize messages
Answer: E
Diff: 2 Type: MC Page Ref: 321
Skill: Applied

9) Direct mail is a form of advertising communicated to prospects via
A) statement stuffers
B) television
C) catalogues
D) telecommunications
E) the postal service
Answer: E
Diff: 2 Type: MC Page Ref: 321
Skill: Applied

10) A statement stuffer is an additional offer that rides along with the delivery of another offer or with the delivery of a
A) newspaper
B) brochure
C) monthly statement
D) reply card
E) postage-paid return envelope
Answer: C
Diff: 1 Type: MC Page Ref: 322
Skill: Recall