Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
-(Scenario 10-6) Jostens is considering using a number of different direct marketing media applications. Which of the following is the most potent tool available to the firm because it produces the best response rates?

Question

Quizplus · Accepted Answer

Telemarketing often produces the best response rates among direct marketing tools because it involves direct, personal interaction with potential customers, which can be more persuasive and engaging than other forms of communication.

Scenario 10-6 Jostens Manufactures Products for High Schools and Colleges That Serve