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Audience Managers who want to know how and why to use direct marketing effectively. Not for: Experienced direct marketers Course Outline What exactly is direct marketing? How did it start, how effective is it today, and how to use it in the future? Includes: - When and why to use direct marketing.
- How to attract interest and get a response.
- Evolution process: construct, test, develop the best, and re-test.
- When and how to use the incentives, gifts and special savings devices.
- Direct response, direct mail, direct email and direct TV.
- How the internet has turned direct marketing into a powerful interactive selling tool.
- Getting the right message to the right person at the right cost.
- Mailing out and measuring response..
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