Advertising by mail has become much less effective, with fewer consumers responding. Because consumers are increasingly overwhelmed by the sheer amount of junk mail they receive, most discard almost all offers without considering them. Thus, an effective way for corporations to improve response rates would be to more carefully target the individuals to whom they mail advertising, thereby cutting down on the amount of junk mail each consumer receives.

Which of the following, if true, would most support this recommendation?


There are cost-effective means by which corporations that currently advertise by mail could improve response rates.

Many successful corporations are already carefully targeting the individuals to whom they mail advertising.

Any consumer who, immediately after receiving an advertisement by mail, merely glances at it is very likely to discard it.

Improvements in the quality of the advertising materials used in mail that is carefully targeted to individuals can improve the response rate for such mail.

Response rates to carefully targeted advertisements by mail are considerably higher, on average,than response rates to most other forms of advertising.

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考题讲解

情景：通过邮件发广告的效果比较差，很多人连看都不看就直接删除了。因此，一个好的办法是更精准的筛选被投放广告的用户。

推理：由于本题的整个结论都是方案，所以是方案推理。
推理结构为： 
目标：增加用户的回复率 
方案：更精准的筛选被投放广告的用户

选题方式：方案推理有三个评估方向，简而言之，即，答案选项一定和方案的内容相关。

选项分析：

A选项：有一些性价比很高的公司可以增加用户回复率的方法。在方案推理中，给出另一个方案不能评估这个方案。

B选项：很多成功的公司已经开始筛选投放电子邮件的用户了。本选项只是说明了这个方案被一些成功的公司采用了，并没有指出这些公司的投放效果如何。

C选项：那些仅仅是看一眼邮件广告的人很有可能扔掉广告。本选项和方案无关。

D选项：增加定向投放广告的质量可以增加用户的回复率。本选项是方案如何进一步提升效果，不能评估现在的方案。

E选项：Correct. 定向邮件广告的回复率平均大于大部分其它形式的广告。本选项建立了方案和目标之间的联系。属于CQ1：方案的可行性问题。

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