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

question 24

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) Which of the following is the most controversial of the various direct marketing methods?

• A)Social media interaction
• B)Direct mail
• C)Bulk email
• D)Repetitive telemarketing

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Definitions:

Methane Gas

A colorless, odorless, flammable gas that is the main component of natural gas and a potent greenhouse gas.

Strict Liability

Liability even in the absence of fault.

Explosive

An explosive is a reactive substance that contains a great amount of potential energy, which can produce an explosion if released suddenly, typically through a rapid expansion of gas.

Financial Loss

The negative impact experienced when expenses exceed revenues, or when assets lose value, affecting an individual's or entity's overall financial health.