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) all of the above are true.
E) none of the above is true.

Question

Quizplus · Accepted Answer

Integrated direct-response promotion involves various forms of communication aimed at eliciting an immediate response from the consumer, not just mail advertising. It is part of integrated marketing communications, not an alternative. It did not start with TV; direct-response marketing existed before TV.

Integrated Direct-Response Promotion