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Sports and Entertainment Marketing 1

Learn the importance of design and targeting in direct mail offers for sport/event products, and understand the advantages and disadvantages of using direct-mail letters as a promotional tool.

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Sports and Entertainment Marketing 1

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  1. Sports and Entertainment Marketing 1 Objective 3.05

  2. 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.

  3. C. designed to attract attention.

  4. 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.

  5. C. measurable.

  6. 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

  7. B. To the company

  8. 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.

  9. C. Many people think of the letters as "junk mail" to be discarded without opening.

  10. 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.

  11. A. develop copy that is in more detail than that in print advertisements.

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