Session 10
1. What is considered the most important DM medium?
A. Direct Mail.
2. What should you do with lists prior to purchase?
A. Rent and test them.
3. How do direct marketers measure success from the
media?
A. By responses/conversion to sales generated.
4. Name two considerations when selecting press as your preferred
medium
A. Audience reading habits; front page news effect; national vs regional
vs local press; free or paid newspapers; ad size and section newspaper.
5. When is the TV audience more likely to respond to your
advertising?
A. When not engrossed in high rating program.
6. What is an effective way of utilising a household
drop?
A. In conjunction with other forms of advertising.
7. Name two circumstances where contingency planning would be
essential
A. If response rates are higher or lower than expected
8. What could you do if response rates fail to meet
expectations?
A. Plan budget to increase activity if required; buy media on flexible
weekly/fortnightly basis; inform members well in advance and reward loyalty.
9. What could you do if response rates exceed
expectations?
A. Buy media on week to week or fortnightly basis; set limits on
customers; make campaigns/offer time limited; keep databases clean
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