Question

Western Custom Creations is a direct-marketing company that sells merchandise such as T-shirts, customized coffee mugs, calendars, key chains, bags, and the like. It uses telemarketing to inform prospective customers about the range of products offered by the company. Interested customers are provided with a website URL, which contains a form where they place their purchase orders. This is an example of using

A. Sweeps Marketing

B. The two-step approach to direct marketing

C. Specialty Advertising

D. The one-step approach to direct marketing

Answer 1

One-step approach to direct marketing is defined as the process of connecting with potential customers and making them directly buy the products. It involves informing the prospective customers about the product and when they agree to buy, directing them to place the order. In the provided case, Western Custom Creation reaches prospective customers through telemarking and directs them to a URL where they can place the order. Hence, it is involved in the one-step approach to direct marketing. Therefore, the correct option is (B). All other options are irrelevant as they do not illustrate the idea discussed in the question. The two-step approach involves leads generation and then reaching the customers.