Regarding direct marketing programs, which of the following statements is TRUE?
A. They bypass wholesalers.
B. They target a general audience.
C. They are being used less frequently than in the past decade due to changes in technology.
D. They rely solely on postal mail.
E. They include newspaper and magazine advertising.
Answer: (A) Direct-marketing programs are witnessing robust growth in the current years, so (C) is incorrect. One of the reasons why firms are switching from media advertising to direct marketing is because direct marketing targets a specific audience, thus reducing "waste." That rules out (B). (D) is also false since direct marketing media encompasses a variety of options including e-mail, telemarketing, and postal mail; however, it does not include newspaper and magazine advertising (E). The only true statement is the fact that direct marketing bypasses middlemen such as wholesalers (A).