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Article: Direct marketing to blossom. (Insurance Marketing Review)
- Article from:
- National Underwriter Property & Casualty-Risk & Benefits Management
- Article date:
- August 21, 1989
- Author:
CopyrightCOPYRIGHT 1989 The National Underwriter 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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Direct Marketing To Blossom
Direct marketing is probably one of the more abused terms in use today.
Some of us still remember the words "mass marketing" which suffered similar abuse by the insurance industry some twenty or thirty years ago.
It was then used to describe any activity which involved group sales or an operation in which large mailings were used, possibly with full-page newspaper or magazine ads.
I personally look to the definition of direct marketing that appears in every issue of Direct Marketing Magazine: "Direct Marketing is an interactive system of marketing that uses one or more advertising media to effect a measurable ...