Interactive Marketing, or the Use of the Internet, E-Mail, and Web

question 62

Essay

Interactive marketing, or the use of the Internet, e-mail, and web sites in advertising, is becoming more common. Compare and contrast direct mail with interactive marketing as direct marketing tools. What factors should business marketers consider when deciding on the mix of direct marketing approaches to use?

---

Definitions:

Test-Retest Reliability

The consistency of a measure assessed at two different times, indicating the stability of the test results over time.

Standardised

Refers to making something conform to a uniform style, size, or method, often to facilitate comparison or compatibility.

Mid-Term Exam

A test given near the middle of an academic term to assess students' knowledge and understanding of the course material up to that point.

Aptitude Test

An examination designed to measure a person's ability or potential to succeed in a particular activity or area of knowledge.