Chapter 4

Question 1

What are the four I’s of Internet Marketing?

Answer 1

1) Interactivity
2) Information-driven
3) Immediate
4) Involving

Question 2

What are the different generic direct marketing strategies?

Answer 2

• Acquisition
• Conversion
• Retention

Question 3

All the activities that are employed in making a sale is known as the _____ end.

Answer 3

Front

Question 4

All the post-sale activities (order fulfillment, customer service) is known as the ______ end.

Answer 4

Back

Question 5

The first rule of direct marketing is that the offer must include a:

Answer 5

Call to action

Question 6

What are the different elements of a critical direct marketing strategy?

Answer 6

1) The offer
2) The list
3) The media used
4) The creative execution
5) The service and support