1. Multiple offers result in more sales than a single offer because it gives prospects a wider choice.

( ) True                      ( ) False

2. People don't read long copy.

( ) True                      ( ) False

3. If you use research, you don't have to test.
( ) True                      ( ) False

4. Focus group research is the most accurate method of research.

( ) True                      ( ) False

5. A follow-up promotion to the same audience with the same offer, soon after the original, can generate nearly the same response rate as the original promotion.

( ) True                      ( ) False

6. The most important element of your direct marketing success is the creative execution.

( ) True                      ( ) False

7. The cheapest way to grow your business is to acquire more new customers.

( ) True                      ( ) False

8. The Lifetime Value of all customers is the same, so all customers should be treated the same.

( ) True                      ( ) False

9. A 2-time buyer is half as likely to buy again as a 1-time buyer.

( ) True                      ( ) False

10. Direct marketing is really just advertising in the mail or on the internet.

( ) True                      ( ) False

11. The best lists are the largest lists.

( ) True                      ( ) False

12. Test 10% of a list and you'll always get an accurate reading of the list's effectiveness.

( ) True                      ( ) False

13. All compiled lists are the same since they're all developed from public records.

( ) True                      ( ) False

14. Logical copy filled with facts and statistics is the best approach.

( ) True                      ( ) False

15. Value and low price are the same.

( ) True                      ( ) False

16. Price is the only way to build market share in a down economy.

( ) True                      ( ) False

17. If you have a strong brand image, you don't have to make an offer to get a response.

( ) True                      ( ) False

18. It is usually better to expand to new lists than to remail the same lists.

( ) True                      ( ) False

19. Selection of type fonts can make a difference in response rates.

( ) True                      ( ) False

20. Sans serif type fonts are more modern and clean, easier to read, and therefore deliver higher response rates in all media.

( ) True                      ( ) False

21. A Unique Selling Proposition is the most important element of your offer.

( ) True                      ( ) False