Using Direct Marketing to Build Brand Values
While the primary purpose of direct marketing is the achievement of an immediate and specific response (such as trial, purchase, or inquiry), large-scale direct marketing can have other positive effects as well. It can boost awareness and interest and enhance a brand’s image. But direct mail can be ignored, and, worse, have deleterious effects by annoying recipients. So, if the benefits of direct marketing are to be maximized, a number of issues need consideration.
DIRECT MAIL IS STILL RELEVANT
Given the rise of the Internet as well as email marketing, one might expect...