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

question 92

Multiple Choice

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) 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:

Socially Constructed

Pertaining to concepts, categories, or conditions defined by societal norms, values, and interactions rather than innate biological factors.

Shift With Social Changes

The process of adaptation or transformation in response to evolving societal norms, values, and structures.

Masculinities

The array of behaviors, practices, and beliefs associated with being male or manly in a given cultural context.

Symbolic Ethnicity

A form of ethnicity that is individualistic in nature and without real social cost for the individual. It is often chosen or emphasized for symbolic value.