Which of the following, if true, weakens the argument for shifting to

QUESTION

Which of the following, if true, weakens the argument for shifting to direct-response television marketing?

A) Most customers perceive infomercial sales tactics to be loud, aggressive, and questionable.
B) Some companies have found it difficult to adopt an infomercial strategy.
C) Consumer behavior is highly dependent on the state of the economy.
D) New forms of direct marketing channels such as podcasting and iTV are experiencing exciting growth.
E) ValueNet’s products could successfully be sold using multiple direct marketing methods.

ANSWER

Answer: A
Explanation: A) ValueNet is unlikely to shift to infomercial marketing if it is ineffective. Choice A suggests that consumers have a negative opinion of such spots, which certainly decreases the attractiveness of shifting to them for ValueNet. Choice B tells us about some companies but doesn’t say anything about how ValueNet specifically would adapt. Choice C points to an issue that doesn’t depend on the marketing tool ValueNet uses. Consumer behavior will be affected by the economy whether ValueNet uses telemarketing or infomercials. Choice D tells us that new technologies are coming up, but this does not necessarily mean that infomercials are an unattractive option. Choice E points to implementing a multipronged strategy rather than relying exclusively on outbound telemarketing or infomercials.