Barwise and Styler show that over the 2 years from 2001 to 2003, interactive marketing expenditure changed by approximately

1.   ?    + 50%
2.   ?    – 50%
3.   ?    + 100%
4.   ?    +20%

The case of Twentieth Century Fox and the SMS message concerning the film Minority Report resulted in

1.   ?    No complaints to the ASA
2.   ?    The ASA dismissing complaints and applauding the approach because it was based on consumers opting-in to receive information about films
3.   ?    The ASA upholding complaints on the grounds of the message being offensive and menacing
4.   ?    19,000 complaints to the ASA

Immediacy, Reach, Local shopping references and frequency are advantages of direct response advertising in newspapers, according to

1.   ?    Roberts and Berger
2.   ?    Shultz
3.   ?    Kotler
4.   ?    McCarthy

Door to Door direct marketing has benefited in particular from

1.   ?    Geodemographics
2.   ?    RFM analysis
3.   ?    LTVs
4.   ?    Allowable cost analysis

It is not unusual for response to inserts to start to break even at response percentages around

1.   ?    2%
2.   ?    20%
3.   ?    30%
4.   ?    0.2%