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.

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...

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