Which statement is NOT true concerning Direct Mail in this course? O A. Who cares, at least I don't have to write a paper on it. OB. It provides the ability to segment markets. OC. Database(s) are used to generate names. OD. A major threat is The Internet E. Advertisers spend substantially on this medium. Reset Selection Which statement is true about Telemarketing (Sales by telephone): O A. Optimal hires are those who work on servicing existing clients due to the repeat nature of the sale. OB. Substantial growth due to toll-free telephone numbers and widespread use of credit cards. OC. Difficult to use for direct marketing. OD. Declined due to its potential for fraud and deception, and for annoyance. Reset Selection What is characteristic of Cost per order (CPO)? O A. Determines the dollar value associated with a long-term relationship with a customer. OB. Evaluates the relative effectiveness of an ad based on the number of calls generated. OC. Helps determine if a customer should be acquired OD. Optimizes existing customers' service levels. OE. A marketing technique used to determine quantitatively which customers are the most profitable. Reset Selection Which best describes an Infomercial: O A. Salesperson visits the buyer's location to sell frequently purchased produ OB. Used to improve an industry's image. First IMC element in Brand Building OC. Short-form programs seen on TV. OD. Long commercial designed for 30-minute or 1-hour time slot O E. Three watch words: Recency, Frequency, Monetary What is not true with E-mail? O A. Can be used to inform and/or educate customers in an attempt to lead to future actions OB. Electronic version of regular mail. OC. Accounts for 68 percent of direct selling. OD. Direct mail on the Internet. O E. Lower cost and higher effectiveness than traditional direct mail. Reset Selection