MKT 4354: Marketing Promotion – Chapter 10
Interactive marketing system that uses multiple media to generate a transaction or other measurable response at any
Cost Per Inquiry (CPI)
Number of inquiries generated by a direct-marketing program divided by the program’s cost.
Cost Per Order
Number of orders generated by a direct-marketing program divided by that program’s cost.
File of names and addresses used for contacting prospects or
Organization’s records of its customers and inquirers; used for developing better customer relationships.
Mailing lists purchased from a list compiler or rented from a list broker; used for cultivating new business.
Mailing list with added information collected directly from individual customers.
Recency, Frequency, Monetary (RFM) Analysis
Analysis of how recently and frequently a customer bought from an organization, and how much the customer spent.
Frequency Marketing Programs
Direct-marketing programs that provide concrete rewards to
Marketing programs aimed at selling additional products to
Direct Response Advertising
Advertising that asks the receiver of the message to act immediately.
Direct-marketing medium that uses the postal service to deliver marketing materials.
Direct-marketing medium that involves using the telephone to deliver a spoken appeal.
Long advertisement that looks like a talk show or product