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Marketing BBA Core and Electives 2012-2013

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Response Rate per Prospect: To be accurate, enter the percentage of responses you have received by mail, through your website and/ or call centers; whichever way you have asked the prospect to contact you. As an example, a multi-channel campaign that generated 1,000 calls, 2,000 coupons or responses by mail and 1,000 clicks on your website (using a Personal URL to track) would be considered as 4,000 prospects, which converts into a 4% response rate. You would enter 4% in the current Response Rate field section. Note: You will notice that you cannot enter a response rate for the 1:1 campaign, this is simply because we will use the Tuner Wheel below for forecasting different.