An Objective of a Direct-Mail Campaign Is to Solicit an Order

Multiple Choice

An objective of a direct-mail campaign is to solicit an order from the prospects. Your firm's latest direct-mail offer was mailed to 100 000-targeted consumers. To date, you have received 2000 orders to your offer. Based upon what the industry's historical order rate runs, has this campaign been successful?

A) No, the 2000 orders do not cover the marginal costs of the mailing.
B) Yes, a 2 percent rate is considered good.
C) No, the 2 percent is below acceptable standards for a mailing.
D) No, the level is below acceptable levels.
E) Cannot tell without more information.