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Scenario 17-2 as the Number of Firms Utilizing Direct Marketing Continues to Continues

question 34

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Scenario 17-2
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 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 of U.S. companies hope to build stronger and more useful marketing databases.
-(Scenario 17-2) What effect has the Internet had on privacy concerns regarding direct marketing?

Definitions:

Proactive Interference

The phenomenon where older memories interfere with the recall of newer memories, often impacting the learning process.

Long-Term Memory

A type of memory capable of storing large amounts of information for potentially unlimited durations, ranging from minutes to a lifetime.

Decay Theory

A hypothesis in psychology that proposes memory traces begin to fade over time if they are not accessed or used.

Flashbulb Memory

Highly detailed and vivid memories of a moment or event, often associated with significant emotional events.