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True or False
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1
An efficient, database driven automated answering system can reduce the chances of "voice mail jail."
A)True
B)False
2
The major cost of outbound telemarketing is writing the script.
A)True
B)False
3
One of the weaknesses of telemarketing is using it to make frequent economical contact with current customers.
A)True
B)False
4
One of the strengths of telemarketing is it can be used to personalize brand messages.
A)True
B)False
5
An automated attendant answering system is the most sophisticated system a company can use.
A)True
B)False
6
A rule for all direct-marketing campaigns is test everything.
A)True
B)False
7
To determine whether a direct marketing campaign is successful the most important measure is cost per sale.
A)True
B)False
8
The challenge in doing IMC is determining the most cost-effective mix of MC functions and media.
A)True
B)False
9
Direct-marketing companies can live with average quality databases in order to reduce costs.
A)True
B)False
10
In direct marketing there is only a wholesaler, not distributor or retailer.
A)True
B)False
11
A majority of U.S. adults annually purchase products through direct marketers.
A)True
B)False
12
The use of telemarketing and large-volume e-mail has tainted direct marketers' image among consumers.
A)True
B)False
13
Increased numbers of two-income families means families with greater time to shop and less income.
A)True
B)False
14
Front-end strategies set the expectations for back-end strategies.
A)True
B)False
15
The offer should include only the tangible benefits being offered to the customer.
A)True
B)False
16
Direct-mail advertising is one type of direct-response advertising.
A)True
B)False
17
The response rate to direct mail advertising is highest among young adults.
A)True
B)False
18
Direct-mail is less expensive than telemarketing but more expensive than e-mail marketing.
A)True
B)False
19
The major strength of direct mail is short lead time.
A)True
B)False





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