Question

1.Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Answer 1

Direct-mail advertising is the process of sending offers or promotions by directly mailing to current pool of customers or other consumers. Direct-mail advertising pieces often include a sales letter, brochure, order form and prepaid envelope.

The people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines. Because:

Highly Targeted

One major advantage of direct-mail advertising is that it is highly targeted. Whereas Advertisements through social media’s or television may reach the general public and it prevents the selection of potential employee to the organization.

Highly Measurable

Direct-mail advertising is highly measurable. A small company can easily measure the results of a single or multiple direct-mail campaigns. This is largely carried out by keying the coupon used in a direct-mail campaign.

Individualized

Direct marketing is highly individualized. Computer programs allow small companies to address consumers by name in direct-mail campaigns. Hence, the message through the sales letter, for example, is directed at a particular person as if the owner is speaking directly towards them.

Cost Effective

Direct-mail advertising is cost effective. Companies can easily design colorful or and attractive brochures with their computers and desktop software and have thousands of copies printed affordably by a print vendor. Whereas advertising through televisions are highly cost involved.

Highly Flexible

Direct-mail advertising is highly flexible. A small company usually utilizes postcards to market its wares to save on costs. Small manufacturers can also employ free samples of products in their mailings.

A business owner can usually include as much information as she desires in a direct-mail campaign, what is the information provided through television or other magazines are highly limited.

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