You can also evaluate your advertising in terms of the number of new relationships you gain. To use direct marketing, you have to know a good deal about customers and prospects. B. Using Database Marketing 1. Analyzing the data to find out how best to start or support profitable long-term exchange relationships. Database marketing allows you to target more precisely and gear advertising messages to individual customer needs.
Many people are concerned about invasion of privacy.
To curb abuses marketers are taking voluntary steps such as notifying customers of information sharing. C. Using Direct-Mail Advertising 1. Direct mail advertising uses the medium of mail or private delivery to bring an advertising message to the target audience. Formats include catalogs, letters, packages, or inserts slipped into other mail communications. U.S. marketers mail nearly 13 billion catalogs each year.