CHAPTER 3

Question 1

Way of sending sales messages directly to the customers.
Sent to a home or business.
It is a direct response advertising.

Answer 1

Mail Advertising

Question 2

Method of marketing where you send physical materials
through the mail to potential customers. This can include
postcards, brochures, catalogs or even letters.

Answer 2

Direct Mail

Question 3

Similar to direct mail, but you send emails instead of sending
physical materials.

Answer 3

E-mail

Question 4

is a type of advertising medium in which
messages are sent to target customers through the mail.

Answer 4

Direct Mail

Question 5

are often used interchangeably. The best way to distinguish these similar, yet different, terms is to remember that direct mail is simply an advertising medium, like print or broadcast media.

Answer 5

“direct mail” and “mail order”

Question 6

are delivered through the
printed word, usually in newspapers or magazines, while broadcast media messages are delivered through the
airwaves, on television or radio.

Answer 6

Print Media Messages

Question 7

Advantages of Direct Mail Advertising

Answer 7

1. Can be highly selective
2. Detailed information can be conveyed
3. Effectiveness of this advertisement can be measured

Question 8

Disadvantage of Direct mail advertising

Answer 8

1. Difficult to maintain an up-to-date mailing list
2. People think of it as “junk mail”
3. It is costlier to reach a thousand people.

Question 9

Types of direct mail advertising

Answer 9

Poster
Sales Letters
Circulars
Folders
Broadsides
Catalogues and Booklets
House Organs
Package Insert

Question 10

Are used to carry brief messages about product. Mailing
without an envelope and to which the sender must affix a stamp.

Answer 10

Post Cards

Question 11

Sent to induce the potential customers to buy particular product. Their main objective is to arouse interest and create desire about the product.

Answer 11

Sales Letters

Question 12

These contains several pages and describe all
details about the product. These are printed on good paper with photographs.

Answer 12

Circulars

Question 13

Bigger than ordinary card and can be conveniently folded. It can be posted without envelope. These are attractively designed to draw immediate attention of the potential customers.

Answer 13

Folders

Question 14

Giant sized folders or paper with print on one side only—posters, flyers, and advertisements are all examples. These are designed to impressed customers by their size, attractive colors and illustrations.

Answer 14

Broadsides

Question 15

Illustrative pricelists containing the price and features of products. These are send to business buyers and to customers who enquire about the goods. Booklet are sent to usually to bulk purchaser.

Answer 15

Catalogues and Booklets

Question 16

A magazine or periodical published by a company or organization sent to wholesaler, retailer, salesman and prospective customers free of cost. The main objective behind this is to increase the sales of the company’s goods by appealing to the customers.

Answer 16

House Organs

Question 17

These are small leaflets to encourage repeated purchases of the allied products

Answer 17

Package Insert