Which of the Following Is NOT True of Direct Mail

question 89

Multiple Choice

Which of the following is NOT true of direct mail as an advertising medium?

• A)It represents 23% of U.S. advertising expenditures.
• B)Direct mail's share of direct response advertising will decrease in the future due to rising costs.
• C)The sheer volume of mail that households receive makes it difficult to gain a competitive advantage.
• D)As long as a business has a quality product and a competitive offer, the mailing list is not that important.
• E)Despite recent competition from e-mail, telemarketing, and other direct-marketing options, direct mail remains a primary advertising vehicle.

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Definitions:

Reward Power

An entity's capacity to incentivize others through benefits or rewards, thereby exerting influence and encouraging positive behaviors.

Illegitimate Power

Authority or influence that is exerted through unethical, coercive, or unauthorized means, often disregarded by those subjected to it.

Information Power

The influence and control one has due to possessing valuable knowledge, facts, or data that others do not have.

Referent Power

A form of influence that one individual has over another based on the strength of their relationship or the charisma and likability of the person who holds power.