Which of the Following Is NOT a General Guideline That

Which of the following is NOT a general guideline that applies to message development in direct marketing?

A) message is often longer and contains more explanation and detail than regular advertising
B) copy tends to be written in a personal, one-to-one conversational style
C) message should reflect whether the offer is a one-step offer of a two-step offer
D) message must, by law, include return policy
E) all of the above are general guidelines that apply to message development in direct marketing