WorksheetsMIDTERM EXAM (DIRECT MARKETING) BSBA 4C
Total questions: 50
Worksheet time: 18mins
Also known as second party data, these lists are gold because they represent actual buyers of products or services that are like yours.
in house list
list from compiled data
direct response list
event list
The following are benefits of advertising except:
tell customers about changes to your service, new product launches, special offers and improvements
prompt specific action - perhaps getting customers to visit your premises or website, or use a discount voucher by a specified time
remind existing customers about your business
able to reach the target market directly through the use of different channels
Local organizations' newsletters, programs and magazines, a sign outside your business premises
and local and regional newspapers, magazines and directories are all examples of?
community advertising
national advertising
local advertising
regional advertising
_______________ is collected from many different sources and is intended to mesh well with your existing lists, especially for any demographic or behavioral information.
third party data list
subscription list
in house list
direct response lists
It can be an e-book, a podcast, a membership benefit, a coupon, a trial period, a checklist, a guide, an application, or any other vehicle that provides information, service, or product at no cost to its prospects or potential customers.
(a)
A brochure with the benefits of a place can be appealing to a person who is just beginning to look for places to go on vacation, which would serve as an encouragement to share their name and email.
true
false
not sure
maybe
A ____________ is something that a client will want to use on more than one occasion, such as to prepare a small budget for a company, calculate the monthly services to pay, or the number of materials needed for simple construction.
brochure
useful spreadsheet template
blueprints and technical documents
warranty
Saturation mailing is best for;
Driving word-of-mouth and awareness marketing; wide-interest marketers of products and services (e.g., supermarkets; restaurants; public services)
Increasing the sale of an declining product
Leveling up with the current and potential competitors
Companies seeking a deeper, long-term customer relationship and loyalty
____________ refines your message to be more engaging because it reflects the interests and needs of your customer or prospect.
saturating
segmenting
targeting
positioning
___________________ is a crucial step in creating campaigns that deliver more of what your customers want. Instead of putting broad-based audiences on blast, you can focus your direct mailing lists on more narrowly-defined groups of data.
direct mail targeting
direct mail positioning
direct mail segmentation
direct mail saturation
In marketing, offers are the gateways to __________
competitive advantage
closing a sale
lead generation
profit maximization
Which of the following is an example of a marketing offer?
contact us
product centric content
user's handbook
customer case studies
Which of the following offer is suited if you are selling automobiles and motorbikes?
e guides
coupons
free tools
product demonstrations
Advertising on the internet can be cost-effective and gives national and international coverage that you may otherwise be unable to afford. Examples of internet advertising include: (choose three answers)
Advertising on your own website
Advertising your business on other websites
getting into an online directory
Advertising on digital displays
If your business sells to other businesses, advertisements in these publications can be a useful way of gaining sales, product enquiries, higher profile, trade partnerships and even potential investors.
(a)
What Makes an Offer a Good One? (choose three answers)
Is High Quality/Premium and Valuable to Your Target Audience
Can stand against your direct and indirect competitors
Aligns With Your Business and the Products/Services You Offer
Targeted to the Right Buyer Persona at the Right Time
(a) offers a captive audience with a long dwell time for your advertisements.
the most effective place for your newspaper advertisement is either page one or three - preferably in the bottom right-hand corner
true
false
if your advertisement has a coupon - for readers to cut out and send in - make sure it is placed at the __________ of the page
top
bottom
center
edge
A good advertisement should have: (choose three answers)
A well-targeted headline - this should catch the reader's attention and make them want to read on.
Clear design - don't clutter the layout and avoid small or complicated typefaces. Make sure your contact details are easily visible.
Well-written text, or 'copy' - good copy draws attention to the benefits of the product or service and should answer the question, 'what's in it for me?'
Well selected product endorser that could influence people to buy
In its basic form, an effective email marketing campaign requires three essential elements: (choose three answers)
an email list
an email service provider
clearly defined goals
clearly designed content
An (a) is software that helps manage your email list. It also helps design and execute automated email marketing campaigns.
TRUE OR FALSE:
Under content marketing, if you’re in B2B (business to business), ‘content’ can mean social media posts, blog articles and fun videos; if you’re in B2C (business to consumers), it might be more white papers or reports, webinars and educational videos.
(a)
Which of the following is an advantage of content marketing? (choose two answers)
It’s free in the sense that it’s about attracting customers to you and your brand instead of paying to push your message out to a cold audience
Content is incredibly versatile and can help you build your brand as you educate, entertain and inspire your audience;
To be effective, you need to come up with consistent, high-quality content that meets the needs of your customers while also representing your brand and achieving your business objectives
With everyone now waking up to the importance of content and pumping out blog posts, videos and whatever else, it’s a very cluttered space that makes it hard to stand out
Search engine optimization does what it says on the tin: optimizing for search engines! This means that you are;
creating content that people are actively searching for as well as making sure that this content, and the platforms where it’s sitting, is optimized from a technical point of view as well.
paying specifically for the search results, but it does take time and effort to create amazing content and do the technical optimization of your website
at mercy of Google’s changing algorithms and with all the content that’s out there now it’s very hard to rank highly in the organic results
SEO starts with a __________
content
message
information
tutorial
To execute an effective email marketing campaign the first step is;
to segment your email list according to subscriber demographics or actions.
to create an email or series of emails designed to get consumers to do something
to use your ESP to send emails and monitor the campaign automatically
to identify your competitors marketing campaign
When a customer trusts you with their email address, it’s the virtual equivalent of being given the keys to their house. Gaining permission to enter rather than showing up uninvited increases the chances of engagement and conversion. Therefor, email marketing is -----------
permission based
scalable
gives you more control
giving direct access to your audience
(a) is paid search advertising, for instance, Google Adwords or Bing Ads. It looks almost the same as the natural search results, except that it appears at the top of the page with a little box that says ‘Ad’.
Display advertising, also known as ______________, is a lot like the traditional print ads you’d get in magazines, except that they are online, and you can target specific publications that you know your audience reads.
displays
banners
posters
billboards
There are a lot of rules governing the use of email for commercial purposes. Common examples include: (choose three answers)
GDPR
CAN-SPAM
PDPR
CCPA
The term (a) , which is the plural of medium, refers to the communication channels through which we disseminate news, music, movies, education, promotional messages and other data.
Media Literacy is the ability to: (choose three answers)
Decode media messages (including the systems in which they exist).
Expands the concept of literacy, as today’s messages come in many forms and literacy can no longer refer simply to the ability to read and write.
Assess the influence of those messages on thoughts, feelings, and behaviors.
Create media thoughtfully and conscientiously.
It describes the various ways through which we communicate in society. Because it refers to all means of communication, everything ranging from a telephone call to the evening news on television can be called _____________
platform
media
channel
tools
When talking about reaching a very large number of people we say ___________
social media
mass media
mass channel
mass audience
It involves doing everything you’re doing on desktop but adapting it to mobile, as well as doing mobile-specific things like in-app advertising, sending text messages, and using social messaging apps.
(a)
Compared to other channels like TV, print and even online display advertising, _______________ adds a whole new dimension of engagement and interaction. Instead of just broadcasting messages out at a mass audience, you can really interact with your customers and listen to what they have to say.
social media
mass media
print media
display media
The following is an example of an organic social media marketing except;
Facebook Ads
Facebook Groups
Facebook Status
Facebook Pages
(a) involves partnering with influencers—celebrities, experts, authority figures—who have an existing audience.
Affiliate marketing means outsourcing to other individuals or companies who will promote your products in return for a commission. It’s especially popular with bloggers and with e-commerce sites (one of the biggest programs is _______________).
Amazon Associates
Zalora Affiliates
Apple Affiliates
JC Penny Associates
Media can be broken down into two main categories:
print and broadcast
print and display
broadcast and recorded
social media and mass media
You still have the option to do traditional radio advertising or similar ads on channels like Spotify; but _____________ can be much broader, including podcasts and smart home assistants like Amazon Alexa or Google Home.
video marketing
content marketing
display advertising
audio marketing
It is the oldest type, and despite suffering since the emergence of the Internet, is still used by a major proportion of the population.
(a)
It is best known as the original ‘linear model’ because it conceptualizes learning as moving in only one direction.
Shannon-Weaver Model of Communication
Lasswell's Model of Communication
Osgood-Schramm Model of Communication
Westley and McLean Model of Communication
The ______________ model of communication is defined as a circular model that shows that messages go in two directions.
Osgood and Schramm
Lasswell
Westley and McLean
Shannon - Weaver
This circular feature of the Osgood and Schramm model is the same from other linear models of the time like the Shannon-Weaver model or Lasswell’s model of communication.
TRUE
FALSE
Contrary to the Artistotle communication model, or the communication cycle by Shannon & Weaver, the (a) of communication inherently states that communication doesn't start as soon as someone speaks, but rather when a person responds, or is looking for a reaction from the environment.
Lasswell is credited as being one of the founders of ________________. When we analyze the content of a message, we actually look at what is being said.
content analysis
media analysis
effect analysis
audience analysis
(a) is a collective of online communication channels where communities interact, share content and collaborate.
A (a) is a set of data of customer demographics as well as lifestyle and shopping behavior.
