Question

1. Which of the following is TRUE about great creative work in the direct marketing/e-commerce arena?

   	a.	It needs to be appropriate to the audience
   	b.	It needs to answer the question "what's in it for me?"
   	c.	It should include very little detail
   	d.	a and b only
   	e.	a and c only

1 points   

QUESTION 2

1. Which of the following is a TRUE statement?

   	a.	A telemarketing script should be read verbatim by the telemarketer to ensure consistency
   	b.	Television is used quite often as a B-to-B medium in today's world
   	c.	Bind-in reply cards can increase responsiveness to ads in trade journals
   	d.	A self-mailer offers more creative flexibility than a traditional mailing package
   	e.	Electronic/interactive media are lacking in creative potential for marketers

Answer 1

A great creative work in the direct marketing/e-commerce arena

Needs to be appropriate to the audience. A marketing campaign irrelevant to the audience is a waste of number of resources. We know how limited resources can be and the importance of timing. So a great creative work can take a campaign a long way only if it is appropriate to the audience.
Also, a great creative work must answer the question of what's in it for me. It must address these concerns for a better connect with the target audience. The success depends on this connection.

The correct answer is A and B (option D)

A telemarketing script should be read verbatim by the telemarketer to ensure consistency	There are situations when a telemarketing script cannot be read verbatim. In those situations (a very aggressive customer or anything that is out of the script) the judgement and crativity of the telemarketer is upto the task. So ensuring consistency is not possible, but satisfying and dealing with the customer is the key. This is NOT TRUE.
Television is used quite often as a B-to-B medium in today's world	Television is never used a B to B medium. B to B stands for Business to Business. Television is more of B to C, that is Business to Consumer. The consumer is the one watching the television and the products by big businesses is targeted at those consumers. This is NOT TRUE
Bind-in reply cards can increase responsiveness to ads in trade journals	This is TRUE. Bind in reply cards can increase responsiveness to ads in trade journals.
A self-mailer offers more creative flexibility than a traditional mailing package	A self mailer, if anything, offers rigidity. The mail is pre composed. It is pre determined. There are no customized repsonses. There are no changes from the standard, So it leads to rigidity and not flexibility. It is NOT TRUE.
Electronic/interactive media are lacking in creative potential for marketers	This is NOT TRUE. On the contrary, the opposite is true. Due to the advent of electronic media, marketers have become more creative. There are more options for them to create awareness about their products and win a customer's heart.