Which of the following is not typical of PR?

Select one:

A focus on personalised, direct marketing messages.

A focus on improving relationships with the media.

A focus on creating and maintaining the corporate image.

A focus on building mutually beneficial relationships.

2.The database marketing process does not involve:

Select one:

Refine and update the database.

Collect customer information.

Collect media costs.

Address marketing objectives.

3.Which of the following statements is true regarding direct mail?

Select one:

People's perceptions could be negative.

Databases do not need to be regularly updated.

Companies no longer use direct mail.

Response rates are high.

4.Which of the following statements is false in relation to direct marketing?

Select one:

It works in synergy with back-end functions.

It generates leads.

It always requires an agency to execute.

It hinges on a database.