Which of the following statements is true about direct marketing?
A. Direct marketing is suitable only for consumer-to-consumer advertising.
B. Direct response media includes interactive TV and print media.
C. Direct marketing is not popular among industrial marketers.
D. Direct marketing as a promotional media is suitable only for small retailers.
E. Rapid increase in dual income families in America has led to a reduction in the use of direct marketing as a promotional media.
Answer: B
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Marketing Chapter 14
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- _____ is the effort to capture media attention—for example, through articles or editorials in publications or through human-interest stories on radio or television programs.
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- Which of the following statements is true of advertising campaigns?
- A(n) _____is a series of related ads focusing on a common theme, slogan, and set of advertising appeals.
- Which of the following is a difference between institutional advertising and product advertising?
- Which of the following is true of the growth phase of the product life cycle?
- _____ is typically used to safeguard against negative consumer attitudes and enhance a company's credibility among consumers who already favor its position.
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- Ivan, a salesperson at a computer manufacturing firm, tries to persuade his customers to buy a particular computer by explaining its features and comparing it with the other models in the market. Moreover, he always maintains communication with customers who visit the firm. He does this to build long-lasting relationships with customers. In this scenario, Ivan is using _____.