DIRECT RESPONSE CAMPAIGNS
Direct marketing is: “An information-driven marketing process managed by database technology that enables marketers to develop, test, implement, measure, and appropriately modify customized marketing programs and strategies.”
There are three key elements in this definition: Firstly, direct marketing is interactive in that the marketer and prospective customer engage in two-way communication. Secondly, all direct marketing activities are significantly more measurable than traditional advertising and sales promotion, and finally, activities connected with direct marketing communications can make use …