Scenario 17-3 as the Number of Firms Utilizing Direct Marketing Continues to Continues

question 64

Multiple Choice

Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns.One such outlet that firms are beginning to experiment with is social media.Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt­in on social media sites is a great way to build marketing databases.In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts.By utilizing social media more often in the future, a number of U.S.companies hope to build stronger and more useful marketing databases.
-(Scenario 17-3) Marketers consider to be the most economical form of direct response advertising.

• A)email
• B)magazines
• C)telemarketing
• D)direct mail

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Definitions:

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Preconceived ideas and beliefs about what behaviors, interests, and roles are appropriate for men and women, often based on societal norms rather than individual traits or abilities.

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A surgical procedure involving the removal of the clitoris, often practiced in some cultures as a form of female genital mutilation.