Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns.One such outlet that firms are beginning to experiment with is social media.Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email optin on social media sites is a great way to build marketing databases.In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts.By utilizing social media more often in the future, a number of U.S.companies hope to build stronger and more useful marketing databases.
-(Scenario 17-3) Marketers consider to be the most economical form of direct response advertising.
A)email
B)magazines
C)telemarketing
D)direct mail

Question

Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns.One such outlet that firms are beginning to experiment with is social media.Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt­in on social media sites is a great way to build marketing databases.In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts.By utilizing social media more often in the future, a number of U.S.companies hope to build stronger and more useful marketing databases.
-(Scenario 17-3) Marketers consider to be the most economical form of direct response advertising.
A)email
B)magazines
C)telemarketing
D)direct mail

Quizplus · Accepted Answer

According to the scenario, marketers are looking for creative ways to optimize their direct marketing campaigns while also addressing the growing number of consumers opposed to traditional methods. One such outlet that is being experimented with is social media, which allows for email opt-ins and interaction with consumers. However, email is still considered the most economical form of direct response advertising. Therefore, choice A is the best answer.

Scenario 17-3 as the Number of Firms Utilizing Direct Marketing Continues to Continues