The Per Reader Cost of Direct Mail Is High, So

question 29

Multiple Choice

The per reader cost of direct mail is high, so the effectiveness depends largely on:

• A) the quality of the mailing list.
• B) the markup on products the retailers sell.
• C) whether the piece is printed in color or black and white.
• D) the frequency in which direct mail is sent.

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Definitions:

Myelin

Fatty material produced by neuroglial cells; insulates axons and thus speeds conduction of action potentials.

Neuroglial Cells

Supportive cells in the nervous system that provide insulation, nutrients, and structural support for neurons, and participate in signal transmission.

Myelin

A fatty covering that insulates nerve fibers in the brain, spinal cord, and peripheral nerves, speeding the transmission of nerve impulses.

Action Potential

A rapid rise and subsequent fall in voltage or membrane potential across a cellular membrane, a process allowing neurons to transmit signals.