To communicate a very specific message to a very select, well-identified group of consumers, one probably should use:
A) magazines aimed at special-interest groups.
B) newspapers.
C) television.
D) integrated direct-response promotion.
E) radio.
Answer: D) integrated direct-response promotion.
The challenge of developing promotions that reach specific target customers has prompted many firms to turn to direct marketing. Direct marketing communications are designed to prompt immediate feedback i.e. a direct response by customers.
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________ is information collected for the purpose of addressing a current research question
A) Primary data B) Secondary data C) Syndicated research D) Exploratory research E) Explanatory data