Multiple Choice $(46$ points$)$

For the following $23$ questions, write down the letter of the choice that best answers the question $(2$ points each$).$

Because direct marketing is interactive, it

a$.$ is very difficult to measure the actual results of using it$.$

b$.$ allows marketers to tailor individual messages to meet consumers' needs.

c$.$ makes it impossible to try different direct marketing packages to see which gets the best response.

d$.$ lacks the characteristics that make for successful communication.

e$.$ cannot target market segments narrowly enough to customize communications to them.