Final answer:
Direct mail in Chile is unpopular due to low response rates, unreliable respondent identification, incomplete mailing lists, and the rise of digital advertising which offers greater cost-effectiveness and reach.
Step-by-step explanation:
Direct mail is an unpopular medium in Chile for several reasons. Many people ignore mail surveys or do not respond to them at all, raising concerns about the reliability of responses and the true identity of the respondents. Additionally, there are often issues with mailing lists being incomplete, leading to inefficiencies in reaching the intended audience. Moreover, compared to direct mail, newspapers and magazines have been more effective in reaching certain demographics such as those over the age of 50. However, with the rise of digital technology, the cost-effectiveness of print advertising has waned significantly. As a result, online advertising and social media campaigns have become increasingly preferred due to their broader reach and lower costs, reducing the role of traditional print media, and by extension, direct mail in campaign advertising.