Why Direct Marketing is Accountable Advertising

Direct marketing is an interactive system of marketing designed to create and keep customers by developing long term, personal relationship with each other through increasingly relevant products or services.

Direct marketing is designed to:* solicit and close a sale* to generate interest* and to motivate a store visit.

Methods of coding and tracking can lead you back to the advertising source. Final return can be calculated to the last cent. No other activity with the exception of personal selling can be measured this thoroughly.

The advantages of direct marketing are:* Accountable advertising - each rand is accountable for* Added-value advertising - increases sales, creates awareness and builds brands* Answer back advertising - feedback* Allegiance advertising - communication builds loyalty* Appropriate advertising - relevant* Action advertising - provokes an action* Automated advertising - personal or direct

The most cost effective type of direct marketing activities are:Mail shot - personalized to the client with specific items that will create a desire for the need to purchase.Statement stuffers -DL leaflets inserted with the clients statement.Inserts - effective in magazines that have a specific target audience.Telemarketing - effective but the most expensive form of direct marketing.Internet - effective and getting better all the time as the security for credit card purchases improves.

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