What Is the Rationale for the Higher Cost of Direct

Multiple Choice

What is the rationale for the higher cost of direct marketing?

A) The effectiveness of direct-response marketing is not easy to evaluate.
B) Consumers are more accepting of it than of other forms of brand communication.
C) Response rates have increased dramatically in the past 10 years.
D) Consumers feel more confident in marketers' concerns for their privacy.
E) The messages are tightly targeted to reach prime prospects.