Direct Response Communications Have a Significant Advantage Over Traditional Mass

question 68

Multiple Choice

Direct response communications have a significant advantage over traditional mass media advertising because

• A) they allow for humour.
• B) the direct results of the investment can be determined.
• C) they are easily implemented
• D) the target market does not need to be well defined.
• E) they are less accountable.

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Definitions:

External Locus of Control

A belief that outcomes in one's life are determined by external forces or chance rather than by one's own efforts.

Pro-Social Risk Takers

Individuals who engage in risky behaviors that are intended to benefit others or society.

Sensation Seeking Scores

Quantitative measures of an individual’s preference for varied, novel, complex, and intense sensations and experiences.

Anti-Social Risk Takers

Individuals who engage in behavior that goes against societal norms and may involve danger, often disregarding the consequences for themselves or others.