Marketing Communications has two primary objectives:
To establish relationships by soliciting a direct and immediate response from prospects or customers.
To maintain and enhance customer relationships, whether those relationships have been established by direct marketing communications or by some other means.
Characteristics of Direct Marketing Communications Direct marketing targets a carefully selected audience, as opposed to a mass audience. It typically involves two-way communications; direct responses from customers make it interactive. Direct-response results are quite measurable- marketers can determine what works and what does not.
Advantages and Disadvantages of Direct Mail Advantages: Disadvantages: Self-contained message Flexibility in message content and form of delivery Thorough coverage of target market Fewer distractions from other media Large numbers of consumers prefer mail-order purchases High cost per exposure Potential delivery delays Lack of support from other media “ Junk mail” in easy to ignore Seen as wasteful, harmful to the environment