Serena is planning a direct-marketing campaign and is examining the effectiveness of past direct-marketing efforts.She notices that a higher percentage of customers responded to her company's last direct-mail communication than to its telemarketing communication.Serena was comparing the ________ of these two communication efforts.
A) recency
B) frequency
C) conversion rates
D) fulfillment rates
E) optimization

Question

Quizplus · Accepted Answer

Serena is comparing the effectiveness of past direct-marketing efforts by examining the response rate of customers to the last direct-mail communication and the telemarketing communication. The response rate is an indicator of conversion rates, which refer to the percentage of potential customers who respond to the marketing message and take the desired action, such as making a purchase or filling out a form. Therefore, the best choice is C) conversion rates.

Serena Is Planning a Direct-Marketing Campaign and Is Examining the Effectiveness