Sparkle Jewelers is a manufacturer of fine jewelry that is expanding its use of direct marketing. Management has narrowed the options down to two, but has not decided whether to use ____ where it would mail potential customers brochures featuring the company's entire product line or _____ where it would feature a handful of products on QVC or the Home Shopping Network.
A) catalog marketing; online marketing
B) brand marketing; product marketing
C) catalog marketing; television home shopping
D) online marketing; telemarketing
E) general-line marketing; limited-line marketing
Question 2
A marketing director for a bicycle helmet manufacturer has run a number of ads in traditional forms of media. Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor. She should compare the ____ with the ____.
a. sales figures in the weeks before and after the race; sales figures before and after traditional advertising placement
b. brand-preference figures in the weeks before and after the race; brand-preference figures before and after traditional advertising placement
c. brand exposures at the race and from media coverage of the race; brand exposures from the same amount spent on traditional advertising
d. expenditures to sponsor the race; expenditures needed to run traditional advertising over the same time period
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