The Professional Businesswomen's Association on Your Campus Has Chosen to Use

Multiple Choice

The Professional Businesswomen's Association on your campus has chosen to use direct mail to advertise its fee-based seminars. The president of the association has asked you to attend a planning meeting, where you will indicate the factors important to the success of direct-mail advertising. Which of the following will you explain to the group?

A) Newspaper advertising is really more selective than direct-mail advertising.
B) The success of direct-mail advertising depends on having appropriate and current mailing lists.
C) Magazine advertising is more prestigious than direct-mail advertising.
D) Direct-mail advertising consists of short promotional messages on posters and signs.
E) Direct mail, while effective, is not as selective as magazines.