18.4. Presenting the Offer
Presenting the offer includes all the steps we take to select the details of sending out the offer and preparing to handle the responses.
18.4.1. Selecting Communication and Response Media
Now we decide how we will deliver the message. This delivery decision is based on a number of different factors that must be prioritized for each project. These factors influence the anticipated return on investment from the project because they affect either the cost of delivering the offer or the likelihood that the offer will generate a positive response, or both. For example:
Cost per contact
Volume of contacts
Appropriateness to message
Appropriateness to customer
Availability of medium
Media selection can be based on matching these ...