Sophia watches a TV commercial for Missy 21, a women's magazine. The commercial asks viewers to call a toll-free number to place an order for a one-year subscription to the magazine. It also announces that the first 200 callers to place an order will receive an additional subscription of three months at no extra charge. This is an example of using the _____ approach of direct marketing.

Question

Quizplus · Accepted Answer

The one-step approach of direct marketing is characterized by making it easier for the customer to complete the purchase directly, such as through a toll-free number or a website. In this case, the commercial asks viewers to call a toll-free number to place an order for the magazine subscription, which is a one-step approach. The advertisement also offers an incentive for early responders, which is a common tactic used in direct marketing to encourage immediate action.

Sophia Watches a TV Commercial for Missy 21, a Women's