Final answer:
Direct response mass media marketing typically includes television, radio, and newspaper, but not social media, which is categorized as new media. Social media offers targeted outreach at a lower cost compared to traditional mass media.
Step-by-step explanation:
Direct response mass media marketing involves various channels to communicate with a large audience. Of the options provided, social media is not considered a traditional form of direct response media in the context of established mass media. Instead, social media falls under the category of new media, which utilizes internet-based technologies for the delivery and reception of news, information, and entertainment. Traditional channels like television, radio, and newspaper are all direct response media that have historically been used to reach large audiences, including for political advertising and information dissemination.
However, the trends are shifting. Television and radio have seen a decline in their efficacy as advertising platforms due to technological advancements that allow users to skip ads. Similarly, newspapers are losing ground to the more cost-effective and targeted strategies available through online platforms. Nevertheless, in some cases, such as local elections, radio might still have a significant impact. In contrast, social media offers a less expensive way to target messages to a broader audience without the expense of traditional mass media.