All forms of advertising sent directly to prospects are called direct-mail advertising. As will be discussed in Chapter 15, direct-mail advertising is one form of direct marketing since it allows advertisers to communicate directly with the customer.
Measured on advertising dollars spent, direct mail is second only to television. This is not all spent by large national direct-mail marketers. Local retail businesses are expected to spend over $11 billion on direct mail in 2013, nearly four times as much as on online advertising. However, direct mail is often seen by many today as antiquated due to the extensive online access of information.
For this discussion, please respond to the following:
Thoroughly read Chapter 13, “Out-of-Home, Direct-Mail, and Promotional Products”. Further, conduct some general search to determine who still uses direct mail and what functions does it accomplish.
Tell us if direct mail is still effective in 2021? Why or Why not?
Can direct mail still prove to be effective in building a relationship with consumers? Why or Why not?
What are some ways that direct mail could be effectively used in conjunction with other elements of the media mix?
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