Response option on a reply form that allows the recipient to say no or yes to the offer. Some yes/no options provide a slot for inserting one of two tokens marked either yes or no. Other promotions use check boxes, stamps, or seals. "No" responses are usually entered to a computer-file system for later use as a promotion and rental list. Another type of yes/no option includes a "maybe" response, which the marketer considers an order with full cancellation and/or refund privileges.

Yes/no options are used primarily in sweepstakes promotions, which legally must allow the recipient to enter the sweepstakes regardless of whether a purchase is made. Most sweepstakes promotions receive three times as many noes as yesses.

Dictionary of Marketing Terms. Copyright © 2000 by Barron's Educational Series, Inc. All rights reserved.