1.       The cornerstones of direct response are

a)      Continuity, Contrast, Interaction, Control and Targeting

b)      Communication, Contrast, Interaction, Control and Targeting

c)      Continuum, Contrast, Interaction, Control and targeting

d)     Interaction, Continuity, Control and Targeting

 

2.       Which of the following is not provided on a list datacard

a)      Quantity of names available

b)      Cost per thousand names

c)      Date list card was produced

d)     Average response rates achieved

 

3.       In direct mail, as a general rule of thumb it would be unusual to conduct a test involving less than:

a)      2000 items

b)      10,000 items

c)      20,000 items

d)     100,000 items

 

4.       A merge-purge is

 

a)      A procedure for the blending of two nonprofit databases

b)      A procedure for eliminating duplicate names from a list

c)      A procedure for eliminating donors with a negative lifetime value

d)     A procedure for eliminating donors from  file who have asked not to be contacted

 

5.       Indicia are:

 

a)      Labels that indicate a nonprofit is genuine

b)      Postal markings printed directly on the promotional piece

c)      First class stamps

d)     Labels printed on a reply envelope so that postage need not be paid

 

6.       In fundraising, higher response rates are usually achieved using

 

a)      Indicia

b)      First class mail

c)      Bulk mail

d)     Nonprofit mail

 

7.       Direct dialogue refers to:

a)      The recruitment of donors into monthly giving

b)      The recruitment of donors on a high street or shopping mall

c)      The recruitment of younger donors into giving

d)     All of the above

 

8.       A long form DRTV ad in the United States is typically:

a)      3 minutes in duration

b)      5 minutes in duration

c)      10 minutes in duration

d)     60 minutes in duration

 

9.       According to Siegfried Vögele, what percentage of recipients will read the PS in a letter?

a)      8%

b)      25%

c)      50%

d)      90%

 

10.   True or False. In the body of a letter a sans-serif typeface will outperform a serif typeface (all other things being equal).

a)      True

b)      False