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Because direct marketing is interactive, it a. lacks the characteristics that make for successful communication. b. appears impossible to try different direct marketing packages to
Because direct marketing is interactive, it
a. lacks the characteristics that make for successful communication.
b. appears impossible to try different direct marketing packages to see which gets the best response.
c.allows marketers to tailor individual responses to meet consumers' needs.
d.is impossible to measure the actual results of using it.
e.cannot target market segments narrowly enough to customize communications to them.
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