Riverdale Inc

Multiple Choice

Riverdale Inc. is a multiplatform retailer that does business primarily through direct mail marketing. The company sells approximately 400 products including statues, die-cast vehicles, T-shirts, posters and lithographs, plush toys, and household decorative items. Riverdale management is exploring ways of improving its direct marketing mechanism. Which of the following, if true, would most weaken 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.