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Article: Direct mail: the workhorse of direct marketing.(Cover Story)
- Article from:
- Target Marketing
- Article date:
- August 1, 1995
- Author:
CopyrightCOPYRIGHT 1995 North American Publishing Company. 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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How to make the largest advertising medium work for you - from rules for successful envelopes to cocktail napkin arithmetic
What is the current buzzword? "Interactive." Where are millions in research being spent? "Interactive."
What is your bread and butter? Direct mail.
Direct mail is the largest advertising medium - bigger than TV, bigger than space, bigger than telemarketing. Every business in America uses direct mail - including mom and pop businesses that send out a bill or write to say thank you for an order.
A LITTLE HISTORY
In its zeal to move into the 21st century, the Direct Marketing Association seems to be abandoning mail as a ...