Southern Elegance Is a Catering Company

Multiple Choice

Southern Elegance is a catering company. It has recently added staff and expanded its services and wants to advertise its services to businesses in the area. It has narrowed its media choices down to direct mailing and the local newspaper. Which of the following statements provides the catering company with usable information for making its decision?

A) The newspaper is a good choice because of the intense coverage of local markets.
B) Direct mail is a less expensive medium to use than newspapers.
C) Direct mail offers audience selectivity, flexibility, and a high "pass-along" readership.
D) The newspaper is flexible, timely, and has a long life.