Which of the following, if true, most weakens the argument for continuing direct mail marketing?
A) Riverdale will have to use highly selective mailing lists to ensure that its messages reach the target audience.
B) Some analysts predict a decline in the use of traditional forms of direct mail in coming years.
C) Competitors are using more aggressive and often more intrusive direct marketing techniques.
D) Results of the program will have to be evaluated and monitored continuously in order to reduce costs.
E) Direct mail marketing costs much more per thousand people reached than mass media outlets such as television or magazines.
Answer: E
Explanation: E) Only Choice E tells us something negative about direct mail marketing by suggesting that it is not as cost effective as other types of marketing. Choices A and D both describe good business practices when it comes to direct mail marketing, ones that Riverdale could presumably use with success. Choice B is a prediction (which may or may not be accurate) about a general trend and, as such, shouldn't have much impact on what Riverdale does in the immediate future. Choice C doesn't say whether those techniques are effective, something Riverdale would certainly want to know before switching to those techniques.
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