The techniques of direct marketing, primarily used in the traditional direct mail applications, will add power to all marketing communications initiatives across all communications channels and media. Direct marketing messages in any media ask for responses, which are recorded in a database. These qualified prospects are ripe for target marketing, relationship building, and more sales. This session will cover the principles of direct marketing, how they relate to general advertising, and their application in mail, print, and electronic media.

Sponsored by: Marketing Section

CAE Domain 5: Programs and Services