It is MOST difficult to measure the response rate in
A. coupon redemptions
B. billboard advertisements
C. Internet inquiries
D. direct mail responses
E. telemarketing
Answer: (B) Measuring the response rate of a promotion campaign is an important aspect of a firm's overall promotion strategy. The task of measurement is relatively easier in the case of direct marketing compared to media advertising. Coupon redemptions (A), Internet inquiries (C), direct-mail responses (D), and telemarketing (E) are various forms of direct marketing. However, billboard ads (B) are not part of a direct marketing campaign. As such, it is difficult to measure the effectiveness of a billboard ad and that is the best response to this question.