Therefore, no one medium should be used alone. Rather, all should be used in concert to provide a unified message, to promote customer satisfaction, and to build and maintain customer relationships. I. Direct mail A. Delivering a personalized message at a precise point in time to a well-defined audience. B. Cost per contact is greater than print advertising, but typically less than telephone C. Greatest amount of versatility among all media options D. Requires contact lists 1. Compiled lists a.
Response lists a.
F. Renting or using lists 1. Rent for one time only use 2. Outright purchase 3. Subscribe to a list which is updated periodically G. Communication goals of direct mail 1. The enclosure a.