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    Advertising Media Planning
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    Exam 4: Media Choices and Strategies for Direct Response and Alternative Advertising
  5. Question
    Most Direct Response Segmentation Is Based on the RFM Method
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Most Direct Response Segmentation Is Based on the RFM Method

Question 15

Question 15

Multiple Choice

Most direct response segmentation is based on the RFM method which takes into account the reach, frequency, and __________ characteristics of current customers.


A) Media
B) Monetary
C) Multimedia
D) Mass media
E) None of the above

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