Think of a company that you believe effectively uses direct response marketing and respond to the following prompts:
1. Identify the company and discuss how direct response marketing is used to engage consumers. Which of the direct response tools discussed in the chapter does the company utilize?
2. What information did you share with the marketer to receive these communications? How are the offers personalized based on your interests and needs?
Focus product or service is a Car Dealership
3. How does your focus product or service currently utilize direct response marketing to engage with customers?
4. Balancing the desire to customize direct response communications with respecting the privacy of consumers, what information would you wish to collect from customers in order to personalize direct response offers?
5. Considering the prospect data bases available (house lists, response lists, and compiled lists) as well as other methods of data collection, how would you expand your data base of customers and prospects for direct response communication?
6. Review the direct response marketing tools discussed in the chapter and recommend at least two additional means of direct response communication to be utilized for your focus product or service. Share your reasoning for selecting these tools.