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Question
Which of the following is the primary reason for direct marketing to grow in popularity?a. It uses only one type of media to get a response.
b. It has a long-term sales promotion goal.
c. It has an immediate measurement of response
d. It relies on technology rather than human behavior
Answer
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.