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14.4 & 14.5, DIRECT-RESPONSE TELEVISION MAR, PUBLIC POLICY ISSUES IN…

- - - - Inbound - toll-free num to receive order referred from television and print ads, direct email, catalog, website, n phone apss
      - Outbound - telephone marketing to sell directly to consumer & buss
      - :check:convenience purchase & increase prdct n srvce in4
        :red_cross: outbound telephone marketing annoyed cust
        :star:NATION DO NOT CALL REGISTRY
  - - - Direct-Response Television Advertising
      - Interactive Television (iTV) Advertising
  - - - Printed catalog
        
        :check: create emotional connection wth cust
        :red_cross: frozen in time & limited space in print
      - Digital catalog
        
        :check: eliminate printing & mailing cost
        :check: allow real-time merchandising
        :check: let seller add/remove prdct & features as needed & adjust price instantly to match demand
        :check: offer almost unlimited amount of merchandise
        :check: can carry anywhere
        :check: can be interactive - offer a broader assortment of presentation format
  - - - Catalogues
      - Postcard
      - Self-Mailers
      - Dimensional Mail
    - - Communicate one to one with target audience.
      - Allow to control who receive the message.
      - Effective at getting response.
- - - - Use existing SM & Set up their own
      - These online soc network cater to the need of smaller communities like - minded ppl, making them ideal vehicles for marketer who want to target special-interest group
- - - - Includes ‘heat merchants’ who design mailers and writer copy designed to mislead consumers.
    - - Includes taking unfair advantage of impulse or less (sophisticated buyers)
    - - Includes annoying and offending customers
    - - Includes identity theft and financial scams
  - - - Personal data is defined as any information collected or processed in connection to commercial transaction by any equipment operating automatically. (eg, ATM, computer) which is capable of identifying a person
    - - The Act also provides for the rights of data, subjects access, modify and update their personal data.