In evaluating direct marketing programs,which of the following are frequently used measures?
A) Cost per media 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

In evaluating direct marketing programs,which of the following are frequently used measures? 
A) Cost per media 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

Quizplus · Accepted Answer

Cost per inquiry (CPI) and cost per order (CPO) are frequently used measures in evaluating direct marketing programs. CPI measures the cost of generating an inquiry or response from potential customers, while CPO measures the cost of generating an actual order or sale. These measures are useful in assessing the effectiveness and efficiency of direct marketing campaigns. Options A, B, and C are not commonly used in evaluating direct marketing programs.

In Evaluating Direct Marketing Programs,which of the Following Are Frequently