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 is a marketing strategy that involves directly communicating with customers to generate a response or transaction. It can take many forms beyond mail advertising, such as digital ads, telemarketing, or social media campaigns. It is not limited to the introduction of TV, nor is it an alternative to integrated marketing communications; rather, it can be a component of it. Additionally, it can be used in both pushing and pulling marketing strategies, making all the provided alternatives incorrect.

Integrated Direct-Response Promotion