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