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| system of marketing by which organizations communicate directly with target customers to generate a response or transaction |
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| includes direct mail, telemarketing, interactive TV, print, the internet, and other media |
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| use of specific information about individual customers and or prospects to implement more effective and efficient marketing communications |
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| postal service's recommendation for scoring the value of database entries, based on recency, frequency, and monetary transactions |
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Definition
| direct marketing strategy in which the medium is used directly to obtain an order (television direct-response ads) |
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Definition
| direct marketing strategy in which the first effort is designed to screen or qualify potential buyers, while the second effort has the responsibility of generating the response |
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Term
| direct response advertising |
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Definition
| product or service is offered and a sales response is solicited, though either the one or two step approach previously discussed |
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| long commercial that ranges from 30 to 60 minutes |
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| an online shopping and information retrieval service accessed through personal computers |
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Definition
| the direct, personal presentation, demonstration, and sales of products and services to consumers in their homes |
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Term
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Definition
| helps advertisers evaluate the relative effectiveness of an ad in only a few minutes based on the number of calls generated |
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