Serena Is Planning a Direct-Marketing Campaign and Is Examining the Effectiveness

Multiple Choice

Serena is planning a direct-marketing campaign and is examining the effectiveness of past direct-marketing efforts.She notices that a higher percentage of customers responded to her company's last direct-mail communication than to its telemarketing communication.Serena was comparing the ________ of these two communication efforts.

A) recency
B) frequency
C) conversion rates
D) fulfillment rates
E) optimization