Direct marketing is capable of generating an immediate behavioral response as it is targeted towards individuals with the intention of getting them to take a specific action, such as making a purchase. This is one of the key advantages of direct marketing over other forms of promotion in an integrated marketing communications plan.

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Direct Marketing

Question 11

Multiple Choice

Direct marketing:

A) is not a useful tool for a company that is using an integrated marketing communications plan.
B) seeks the same objectives as advertising,sales promotion,and personal selling strategies in an IMC plan.
C) is one of the slowest growing forms of promotion in terms of dollar expenditures.
D) can generate immediate behavioral response.
E) cannot be combined with other forms of promotional media.

Correct Answer: