Getting The Most From A DR Advertising Budget
Mike CollingMC&C
As with all marketing activity, there can be no hard-and-fast rules as to how to run a direct marketing campaign. There are, however, a number of key elements to consider when planning direct response (DR) media activity. Focusing on these will ensure that the more common pitfalls can be avoided, and careful attention to detail will enable accurate and controlled budgeting.
The key issues can be grouped into a number of areas as follows.
- What are the objectives of the activity?...