Session 8

Question 1

Most important function of direct marketing:

Answer 1

it opens the door for interactivity: two-way communication.

Question 2

Direct marketing -

Answer 2

– an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. In direct marketing, a database – a customer file – must exist.

Question 3

Direct Response Advertising -

Answer 3

every tool (even the traditional ones) that can become more interactive thanks to new tools (e.g., placing a QR code in a TV commercial and asking people to scan it to visit the website, etc.)

Question 4

Print media -

Answer 4

Ads in mass media are less directly targeted, but still provide opportunities for a response