'91.(Brief Article)

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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