1. A two-step direct marketing campaign can best be defined as:
a campaign where two different segments are addressed sequentially
a campaign where a smaller amount is spent initially, then a higher amount
a campaign where two different media are used in sequence
a campaign where the first step is to get inquiries only and the second to
produce sale
2. Which of the following reasons would cause a company not to want its direct marketing campaign to make a profit?
the campaign is intended to introduce a new product
the campaign is focused on achieving penetration in a new market
the campaign is aimed at getting more market share
all of the above