Chapter 15—Direct Marketing and Other Media

Chapter 15—Direct Marketing and Other Media

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision.

ANS:  T                    PTS:   1

2. Direct advertising is delivered to individuals’ homes or workplaces typically via postal mail in the form of print materials or in a digital/electronic form such as DVDs and CD-ROMs.

ANS:  T                    PTS:   1

3. Direct advertising is delivered either to homes and workplaces or at a variety of public venues.

ANS:  F                    PTS:   1

4. Direct mail advertising refers to any advertising matter delivered by the postal service to the person whom the marketer wishes to influence.

ANS:  T                    PTS:   1

5. One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.

ANS:  T                    PTS:   1