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 strengthen the argument for continuing direct mail marketing?
A) The consumers that direct mail marketing reaches are much better prospects compared to those reached by advertising.
B) Direct mail marketing accounts for 34 percent of all direct marketing spending.
C) Direct mail marketing has proven to be successful for promoting certain product types, such as cosmetics and designer apparel.
D) The growth of direct mail marketing has been explosive, with customers being flooded with such material.
E) Telephone marketing, another form of direct marketing, is becoming easier to use due to auto-dialers.

Question

Quizplus · Accepted Answer

This statement directly supports the argument for continuing direct mail marketing by stating that the consumers reached through direct mail marketing are better prospects than those reached through other forms of advertising. This suggests that direct mail marketing is more effective in targeting potential customers and generating sales.