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

question 72

Multiple Choice

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) Which of the following is often referred to as 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:

Five Number Summary

A descriptive statistic that provides information about a dataset through its minimum, first quartile, median, third quartile, and maximum.

Summarization

The act of condensing information into a more compact form, retaining key elements.

Midpoint

The value that lies exactly in the middle between the highest and lowest values of a data set, often used in the calculation of class intervals.

Equal Share

A concept where a total amount or resource is divided equally among the participants or entities involved.