Integrated Direct-Response Promotion

question 116

Multiple Choice

Integrated direct-response promotion:

• A) got its start in the area of direct-mail advertising.
• B) is often part of an integrated marketing communications program.
• C) focuses on achieving feedback from a target customer that is immediate and measurable.
• D) All of these alternatives are correct for integrated direct-response promotion.

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Definitions:

Marginal Rate of Substitution

The rate at which a consumer is willing to give up one good in exchange for another, keeping utility constant.

Rational

The quality of being based on or in accordance with reason or logic.

Indifference Curves

A graph representing different bundles of goods between which a consumer is indifferent, showing equal levels of utility.

Preference Map

A relationship between two variables, X and Y, in which a decrease in X is associated with a decrease in Y, and an increase in X is associated with an increase in Y.