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Serena is planning a direct-marketing campaign and is examining the effectiveness of past ...

Serena is planning a direct-marketing campaign and is examining the effectiveness of past direct-marketing efforts. She notices that a higher percentage of customers responded to her company's last direct-mail communication than to its telemarketing communication. Serena was comparing the ________ of these two communication efforts.
A) optimization
B) conversion rates
C) fulfillment rates
D) frequency
E) recency

Textbook

Advertising & IMC: Principles and Practice

Edition: 10^th

Authors: Moriart, Mitchell, Wells

Read 97 times

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te3la Author

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7 years ago

Very grateful for this, thank you

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