Sports and Entertainment
Marketing 1
Objective 3.05
When developing a direct mail offer for sport/event
products, it is important that the mailing piece be
A. addressed in an impersonal way.
B. printed on expensive paper.
C. designed to attract attention.
D. sent to everyone in the area.
C. designed to attract
attention.
One advantage of writing direct-mail letters that
include coupons or reply cards is that the result
of the advertising effort is
A. inexpensive.
B. traditional.
C. measurable.
D. competitive.
C. measurable.
What is the most ineffective way to address a
piece of direct mail?
A. To the title of the recipient
B. To the company
C. To the recipient by name
D. To the recipient by name and title
B. To the company
Which of the following is a disadvantage of using
direct-mail letters as a form of promotion:
A. The advertiser is limited to the type of letter
formats that are available.
B. The advertiser cannot be selective about who
receives the letters.
C. Many people think of the letters as "junk
mail" to be discarded without opening.
D. People usually expect the letters to arrive at
specific times.
C. Many people think of
the letters as "junk mail"
to be discarded without
opening.
When writing direct-mail advertising letters, the
account executive responsible for promoting a
team in the National Hockey League should
A. develop copy that is in more detail than that in
print advertisements.
B. write copy that will appeal to a mass audience.
C. attempt to depersonalize the message.
D. recognize that the results of the direct-mail
effort cannot be measured.
A. develop copy that is in
more detail than that in
print advertisements.