Statement-I: Direct marketing is a non-interactive marketing system. Statement-II: Direct marketing uses one or more media to effect a measurable response or transaction at any location. Select the correct code:
Statement-I is incorrect while Statement-II is correct.
Concept: Direct marketing is defined as an interactive marketing system that uses one or more advertising media to bring about a measurable response or transaction at any location.
Statement-I is incorrect: direct marketing is in fact an interactive system, because it seeks a direct, two-way response from the individual customer rather than one-way mass communication, so calling it 'non-interactive' contradicts its very nature. Statement-II is correct: it is the standard definition, that direct marketing uses one or more advertising media to effect a measurable response or transaction at any location.
Example: A personalised email offer with a click-to-buy link, or a catalogue with an order form, invites and records an immediate individual response - showing both the interactivity and the measurability.
Checking the options: option (1) fails because Statement-I is false, option (2) fails because Statement-II is true, and option (3) reverses the truth values; only option (4) fits.
Hence Statement-I is incorrect while Statement-II is correct.
Similar Questions
The major advantage of the direct mail marketing is :
Match the items of the List-I with that of the List-II and suggest the correct code from the following:
List-I List-II i. Competitive Parity a. Variations in Advertising ii. Promotional Elasticity of Market b. Level advertising iii. Optimal promotional mix c. Advertising expenditure decision iv. Contra-cycle advertising d. Marginal equivalency of media outlay Codes:
Match the items of List-I with the items of List-II and select the code of correct matching:
List-I (Medium of Mass Communication) List-II (Limitations) a. Outdoor i. Relative high cost; increasing consumer resistance b. Yellow pages ii. Over production could lead to runaway costs c. Brochures iii. High competition; long ad purchase lead time; creative limitations d. Telephone iv. Limited audience selectivity; creative limitations Codes:
Use of mail, telephone and other non-personal contact tools to communicate with, or solicit a response from, specific customers and prospects is called:
Which of the following is not a deciding factor for the Advertising Budget out of the given options?
Indicate the correct code matching the items in List - I with those in List - II as follows:
List - I List - II a. Competitive parity in advertising i. Variations in advertising b. Promotional elasticity of product ii. Advertising scheduling c. Optimal promotion mix iii. Advertising expenditure d. Pulsing advertising iv. Marginal equivalence of advertising media outlay Given below are two statements : one is labelled as Assertion (A) and the other is labelled as Reason (R).
Assertion (A) : Generally, the customers consider the sales force as the representative of the company.
Reason (R) : Often, the company’s sale force works directly with the customers.
In the light of the above statements, choose the most appropriate answer from the options given below :
Identify the correct sequence of stages in the sales process :
A. Initial contact
B. Gather the sales Lead
C. Meeting objections and concerns
D. Qualifying the Lead
E. Sales presentation
Choose the correct answer from the options given below :
According to the ‘two-step flow’ concept, messages should be targeted to
The attempt to build and/or maintain a good “corporate image” is referred to as
Important Questions from Promotion decisions
The assumptions of rational decision making are:
(A) Preferences are not clear
(B) Preferences are not constant and stable
(C) Problem is clear and unambiguous
(D) No time or cost constraint exist
(E) Final choice will maximize pay off
Choose the correct answer from the options below:
Which one of the following is closest to the nature of decision making?
Match List - I with List - II :
List – I
(Decision making Bias)
List – II
(Explanation)
a
Anchoring Bias
i
Represents a case of selective perception
b
Escalation of commitment
ii
Refers to our staying with a decision even if there is clear evidence it’s wrong
c
Confirmation Bias
iii
Tendency to believe falsely, after the outcome is known
d
Hindsight Bias
iv
Tendency to fixate on initial information and fail to adequately adjust for subsequent information
Choose the correct option from those given below:
Which of the following will fall under the grievances relating to promotion category?
A. Supersession
B. Increments
C. Acting promotions
D. Seniority
E. Pay fixation
Choose the most appropriate answer from the options given below:
- ________ is a marketing term for any design to prompt an immediate response or encourage an immediate sale.
