An emphasis on producing measurable effects is one of the noted appeals of direct marketing.In evaluating direct marketing programs, which of the following are frequently used parameters?
A)Cost per contact and cost per consumer
B)Cost per rating point and cost per share
C)Cost per thousand and cost per million
D)Cost per inquiry and cost per order

Question

Quizplus · Accepted Answer

Cost per inquiry and cost per order are commonly used parameters to evaluate direct marketing programs as they measure the effectiveness of generating consumer interest and converting that interest into sales. Cost per contact and cost per consumer are also relevant, but they do not necessarily indicate a successful conversion into sales. Cost per rating point and cost per share are not applicable to direct marketing, and cost per thousand and cost per million are used more commonly for traditional advertising media such as television or print.

An Emphasis on Producing Measurable Effects Is One of the Noted