Direct marketers are very good at determining the effectiveness of their programs. Many direct marketers now measure the impact of the program on the consumer funnel. Explain how direct marketers measure effectiveness, and how they now use the consumer funnel for this purpose.
Answer to relevant QuestionsAs the Internet continues to grow in popularity, some marketers predict that the print catalogs will cease to exist, replaced by Internet catalogs. Others disagree. Explain some of the reasons why this situation may or may ...Discuss the role of social media in an IMC program. What can these media contribute in regard to helping marketers achieve communications objectives?The chapter opener discusses the problems JC Penney encountered when it tried to cut back on the use of promotions and move to a “fair and Square” pricing and promotion model. Why do you think JCP customers reacted so ...Discuss what marketers can do to avoid some of the promotional problems discussed in IMC Perspective 16-2. Do you think the problems that KFC experienced with their promotion in China could have been avoided?Describe the conflict between traditional PR agencies and those that see PR as more of a marketing function. Cite a reason why each of these groups holds the position it does. Who is right?
Post your question