Direct response communications have a significant advantage over traditional mass media advertising because
A) they allow for humour.
B) the direct results of the investment can be determined.
C) they are easily implemented
D) the target market does not need to be well defined.
E) they are less accountable.

Question

Quizplus · Accepted Answer

Direct response communications allow for a direct measurement of their effectiveness, enabling marketers to evaluate the return on investment. This level of accountability is not possible with traditional mass media advertising.

Direct Response Communications Have a Significant Advantage Over Traditional Mass