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?

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Definitions:

Chicago

A major city in the United States located in the state of Illinois, known for its significant architectural, economic, and cultural contributions to the country.

New York

A state in the northeastern United States, known for its significant cultural, financial, and political influence, with New York City as its most famous city.

Referendum

A Progressive-era reform that allowed public policies to be submitted to popular vote.

Public Officials

Individuals holding office in governmental institutions, responsible for making and implementing the law.