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Article: The roots of direct marketing. (part 1)
- Article from:
- Direct Marketing
- Article date:
- February 1, 1995
- Author:
CopyrightCOPYRIGHT 1995 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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While more companies are using direct marketing than ever doesn't mean they are doing it well. Direct marketer extraordinaire Ed Nash brings us back to basics so we can grow again.
In past speaking engagements and in my books, I have tried to get direct marketers to appreciate the art and science of general advertising - adding psychological appeals, graphic subtlety, emotional imagery - to find new ideas and new techniques by borrowing from the experience and talent that has evolved in the world of general advertising. I encouraged bringing in new talent from the world of mass marketing. Sometimes I'm sorry I did.
In the course of this I helped introduce and ...