An emphasis on producing measurable effects is one of the noted appeals of direct marketing.In evaluating direct marketing programs, ____ and ____ are frequently used.

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In evaluating direct marketing programs, cost per inquiry (CPI) and cost per order (CPO) are frequently used. CPI measures the cost of generating an inquiry or response from a potential customer, while CPO measures the cost of generating an actual order or sale. Together, these metrics provide insights into the effectiveness and efficiency of the direct marketing efforts. Choices A, B, and C are not directly related to direct marketing evaluation.

An Emphasis on Producing Measurable Effects Is One of the Noted