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| 1. Costs of direct mail include: |
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A.
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buying a list of addresses |
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B.
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producing the piece to mail |
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C.
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paying for postage |
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D.
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All of the above |
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| 2. In order to have an effective direct mail program, include, |
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A.
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A offer that is compelling to your target |
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B.
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A well-known brand |
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C.
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Lower prices than your competition |
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D.
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A visible retail location |
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| 3. One advantage of direct mail is that |
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A.
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Different offers can be tested to see which ones will work best |
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B.
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It can differentiate your practice from others |
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C.
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It helps establish relationship with customers |
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D.
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All of the above |
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| 4. Use patient records to determine |
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A.
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Which patients are slow payers |
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B.
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Patient profiles that help identify different behavior patterns |
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C.
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Which patients are likely to switch to your competitor |
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D.
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How many of your patients use insurance |
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| 5. It is a generally accepted marketing principle that |
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A.
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The best customers are the richest |
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B.
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Repeat a message three times and people will believe it |
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C.
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New customers live next door to current customers |
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D.
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Bad products can be sold with good advertising |
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| 6. When making an offer, be sure to |
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A.
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Make the same offer to all customers |
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B.
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Make a better offer to your customers who usually get the minimum available to encourage them to spend more |
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C.
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Make a better offer to people with characteristics similar to your better customers. |
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D.
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All of the above |
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| 7. An important part of the offer should be |
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A.
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No expiration date. People don’t want to be pressured |
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B.
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A short expiration date to see results quickly. |
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C.
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Offering something "free" |
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D.
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A discount on a well-known brand |
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| 8. You can use outside services to help with your direct mail. These companies |
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A.
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Will send your offer with many other retail businesses or by itself |
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B.
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Can target mailing around your location |
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C.
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Will help with your design and offer |
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D.
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All of the above |
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| 9. An effective direct mail program |
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A.
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Can take the place of an ad in the yellow pages |
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B.
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Is the only promotional program you need |
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C.
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Can be an effective addition to your communication/promotion strategy |
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D.
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Is guaranteed to boost your volume by 15% |
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| 10. Something to consider in direct mail |
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A.
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Don’t waste your time and money with your current patient list. You already have their business |
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B.
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It’s almost impossible to get an effective list of names at a reasonable price |
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C.
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A direct mail house will only do the mailing for you |
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D.
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None of the above |
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| 11. You can see the results of a direct mail effort by |
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A.
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Counting the number of coupons redeemed |
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B.
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Tallying the number of emails sent to a specific address |
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C.
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Counting the number of forms dropped off at your office |
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D.
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All of the above |
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| 12. Direct mail is more like |
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A.
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A shotgun |
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B.
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A rifle |
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C.
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The yellow pages in color |
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D.
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A mystery wrapped in an enigma. |
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| 13. Direct mail is something |
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A.
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Every ECP should do |
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B.
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Every ECP should not do |
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C.
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Every ECP should consider doing |
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D.
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That’s better left to big chains |
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| 14. Every direct mail effort needs |
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A.
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An objective |
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B.
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A product that matches the targeted customer |
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C.
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An offer that will appeal to the targeted customer |
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D.
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All of the above |
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| 15. People who buy glasses |
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A.
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Are slightly younger than the population in general |
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B.
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Are slightly richer than the population in general |
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C.
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Want to buy glasses that make them look smarter |
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D.
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All of the above |
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