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

question 67

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Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so too 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 outlet 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 opt-in 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 U.S.companies hope to build stronger and more useful marketing databases.
-(Scenario 17-3) What effect has the Internet had on the privacy concern regarding direct marketing?

Definitions:

Broaden-and-build Theory

A psychological model suggesting that positive emotions expand one's awareness and inspire novel, varied, and exploratory thoughts and actions.

Positive Emotions

Feelings that are enjoyable and pleasurable, such as happiness, joy, or love, which contribute to positive well-being.

Differentiated

To be distinguished or made distinct in nature or qualities from others, often referring to products, services, or market segments.

Affective Forecasting

The process of predicting one's future emotional states or the emotional impact of future events.