Why is direct mail popular among marketers? What are its weaknesses?
What will be an ideal response?
Direct mail is a popular medium because it permits target market selectivity, can be personalized, is flexible, and allows early testing and response measurement. Although the cost per thousand is higher than for mass media, the people reached are much better prospects. Direct mail can produce prospect leads, strengthen customer relationships, inform and educate customers, remind customers of offers, and reinforce recent customer purchase decisions. The success of direct mail, however, has also become its liability — so many marketers are sending out direct-mail pieces that mailboxes are becoming stuffed, leading some consumers to disregard the blizzard of solicitations they receive.
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Where would "Sales Returns and Allowances" be included on a multiple step income statement?
A. As part of Net Sales B. As part of Other Revenues and Gains C. As part of Other Expenses and Losses D. As Operating Expense
In the communication demands of today's workplace, workers typically
a. rely on or two key communication tools. b. choose among many different communication tools. c. choose electronic versus manual communication tools. d. send most of their communication demands to specialists.