Integrated direct-response promotion:
A) got its start when the introduction of TV made it possible for firms to use broadcast advertising to reach mass markets.
B) is an alternative to integrated marketing communications, which are used when direct-response is not required.
C) takes many forms, but it always involves the use of mail advertising.
D) is usually part of a pushing effort rather than part of a pulling approach.
E) none of these alternatives is true for integrated direct-response promotion.

Question

Quizplus · Accepted Answer

Integrated direct-response promotion started with direct-mail ads. It now uses many other types of media. It is not an alternative to integrated marketing communications; rather, it is often part of an integrated marketing communications program.

Integrated Direct-Response Promotion