Final answer:
It is false that direct-mail advertising lacks selectivity; in fact, it's known for its high level of targetability. However, poor response rates and the potential for a negative image as 'junk mail' are valid disadvantages, similar to the challenges encountered with phone surveys and their decreasing response rates.
Step-by-step explanation:
The statement that disadvantages of direct-mail advertising include its lack of selectivity, poor response rates, and negative image is actually false. One of the key advantages of direct-mail advertising is its ability to be highly selective. Companies can target specific demographics such as age, income, or buying habits. However, while selectivity is a strength, certain aspects like response rates and the potential for a negative image can indeed be problematic.
Response rates for direct-mail campaigns can vary greatly but are often low. This is due to a range of factors including the volume of unsolicited mail that people receive which can lead to lower engagement. The point noting a negative image is valid as well since recipients might view direct mail as invasive or junk. Moreover, the reliability of mailing lists is a concern as they might be outdated or incomplete.
It's also pertinent to consider the challenges faced by other forms of survey collection methods, such as telephone surveys. Not everyone has a landline, cell phone numbers are not always publicly listed, and the timing of calls can affect who answers the survey. The decreasing contact rates and increasing noncooperation rates for phone surveys have raised concerns about the reliability of data collected using such methods.