DECA Hospitality and Tourism Cluster Practice Exam

Which of the following is a direct marketing example?

1. Ad in a community coupon booklet

2. Televised football game ad

3. Personalized email with a coupon

4. Seasonal catalog on a website

The correct answer is: Personalized email with a coupon

The choice of a personalized email with a coupon is a direct marketing example because it specifically targets individual consumers with tailored content, aiming to elicit a direct response. This form of marketing allows businesses to create a personal connection with the recipient by using their name, preferences, and previous purchase behavior, making it more likely for the consumer to engage with the offer. The inclusion of a coupon provides an incentive for immediate action, which is a hallmark of direct marketing strategies. In contrast, the other options represent broader, less personalized marketing efforts. An ad in a community coupon booklet reaches many people simultaneously without personalization, while a televised football game ad broadcasts a message to a wide audience, similar to traditional advertising. Lastly, a seasonal catalog on a website may attract visitors but does not engage individuals directly as it operates on a broader promotional basis, lacking personalization and targeted incentives.