MINI-CASE Solumbria, a Company That Sells Medically Recommended Sun Protective Clothing

Multiple Choice

MINI-CASE
Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline says "Serious Sun Protection" surprinted over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, their clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a web address.
-Refer to Mini-Case. Which of the three primary direct marketing objectives does this ad illustrate?

A) lead generation
B) traffic generation
C) action
D) increase awareness
E) enhance attitudes