A pharmaceutical company plans to introduce a new brand of pain reliever targeted at senior citizens. The company purchases a mailing list containing the names and addresses of elderly people who are known to take pain relievers on a regular basis to deal with chronic ailments such as arthritis. The company then sends informational brochures about the new product to the people on the list, along with a coupon they can return to get a free sample. The names of the people who respond are entered into a special database and are sent information about other products. This company is engaged in:

Question

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The pharmaceutical company is engaged in direct-response promotion, as they are directly targeting individuals with a specific offer and asking for a response (returning the coupon) in order to receive a free sample. The company is also building a database of individuals who responded, in order to continue sending them information about other products. This type of promotion is typically used with direct mail, email, or online advertising.

A Pharmaceutical Company Plans to Introduce a New Brand of Pain