"Chapter 17Q1: Review the major forces that have promoted the growth in popularity of directmarketing. Can you come up with any reasons why its popularity might be peaking? Whatare the threats to its continuing popularity as a marketing approach?Q2: What is RFM analysis, and what is it generally used for? How would RFM analysisallow an organization to get more impact from a limited marketing budget? (Keep in mindthat every organization views its marketing budget as too small to accomplish all that needsto be done.)Chapter 18Q3: Would it be appropriate to conclude that the entire point of public relations activity isto generate favorable publicity and stifle unfavorable publicity? What is it about publicitythat makes it such an opportunity and threat?Answer 1. The major forces that have contributed towards the growth in the popularity of directmarketing in the present times are varied. Firstly Direct Marketing allows the sellers to markettheir products with a highly concentrated target population (Direct). Secondly in case of DirectMarketing the direct mail option had already completed the research in behalf of the brand.Direct Marketing allows multiple varieties of mails that can be sent accordingly to the differentgroup of target buyers and help the seller to get the customized sale expectations from everygroup of customers. Several direct mail marketing agencies provide the marketing brand withsimple as well as complex mailing options from where the latter can choose based on their demands and budget as well (Direct). In case of Direct Marketing the recipients of the mailrealize that the mails are actually sent by humans and not by machines. This adds a touch ofadded value to direct marketing strategies (Direct). Last and most importantly, Direct mailcampaigns are available for every business irrespective of whether it’s small or large scale sinceit helps offer the financial flexibility of starting with a small investment.Answer 2. RFM (Recency, Frequency, Monetary) analysis is actually a marketing strategywhich is used to determine in terms of digits that which ones among the purchasers are the mostactive customers and have made the most recent purchase (Recency), how frequently they makea purchase (Frequency), and how much expenditure the customer bears to make the purchase(Monetary) ("What Is RFM Analysis (Recency, Frequency, Monetary)? - Definition fromWhatis.Com"). Thus this basically is a measure of the Customer’s loyalty. Answer 3. Publicity, be it in case of people or products can be both positive or negative. But thebasic point is that whatever gains publicity actually gets popular be it for a short span (in case ofnegative publicity) or for long (in case of positive publicity). Thus public relations activityshould at the same time lead to generate favorable publicity and stifle unfavorable publicity aswell since the latter can lead to the product being infamous and that will negatively affect thesales as well. ReferencesDirect, TMR."7 Reasons Why Direct Mail Is Gaining Popularity". Info.tmrdirect.com. N.p.,2016. Web. 7 Nov. 2016."What Is RFM Analysis (Recency, Frequency, Monetary)? - Definition From Whatis.Com".SearchDataManagement.N.p., 2016. Web. 7 Nov. 2016. "