Encyclopedia Britannica used to pay to have a business reply card bound into magazines adjacent to its advertisement. The ad asks people to return the card for more information on how its encyclopedias can help children do better in school. Encyclopedia Britannica was engaged in
A) cold canvassing.
B) order taking.
C) sales follow-up.
D) stimulus-response selling.
E) prospecting.

Question

Quizplus · Accepted Answer

Encyclopedia Britannica was engaged in prospecting, which involves identifying potential customers who may be interested in their products. By including a business reply card, they were attempting to gather information from interested individuals who could become future customers.

Encyclopedia Britannica Used to Pay to Have a Business Reply