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Home » Publications » Business magazines » Marketing magazines » Direct Marketing » May 2001 »
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    "'91.(Brief Article)." Direct Marketing. Hoke Communications, Inc. 2001. HighBeam Research. 24 Apr. 2018 <https://www.highbeam.com>.

    Chicago

    "'91.(Brief Article)." Direct Marketing. 2001. HighBeam Research. (April 24, 2018). https://www.highbeam.com/doc/1G1-76782720.html

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    "'91.(Brief Article)." Direct Marketing. Hoke Communications, Inc. 2001. Retrieved April 24, 2018 from HighBeam Research: https://www.highbeam.com/doc/1G1-76782720.html

    Please use HighBeam citations as a starting point only. Not all required citation information is available for every article, and citation requirements change over time.

'91.(Brief Article)

Direct Marketing
Direct Marketing

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May 1, 2001 | Copyright
COPYRIGHT 1999 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights or concerns about this content should be directed to Customer Service.
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    <a href="https://www.highbeam.com/doc/1G1-76782720.html" title="'91.(Brief Article) | HighBeam Research">'91.(Brief Article)</a>

Joseph Gatti

In the News: "South African President F.W. De Klerk Seeks Repeal of Key Apartheid Laws," "Jean-Bertrand Aristide Becomes Haiti's First Democratically Elected President in 186 Years."

Headline: The Tower of Babel

The Story: Working to create a more straight forward and coherent dialogue among marketers, direct marketing veteran Stan Rapp attempts to redefine and stabilize the key marketing terms of the 90s as follows: Direct Mail--an advertising medium, not a method of advertising or distribution; Direct Marketing--the distribution of goods, services and information to targeted consumers through response advertising while keeping track of sales, interest, behavior, wants and needs in a relational computer database; Direct Response Advertising--advertising in any medium, whether direct mail, magazine, newspaper, radio or television, which has as its main purpose inviting and obtaining a response from the audience; Intergrated Marketing--the fusion of advertising, promotion and direct marketing into a new form of advertising that is often more effective in reaching corporate strategic objectives than the old way of treating advertising, promotion and direct marketing as separate programs; and Brand Advertising--advertis ing devoted to building up in the public consciousness a favorable attitude toward an advertising brand. …


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