News campaign Paid ad with response mechanism direct mail outbound telemarketing face-face sales call ongoing communication
multiple media utilized within a tightly defined time frame can substantially increase response rates
For example, a Citibank campaign to market home equity loans. Instead of direct mail + 800 number, they used direct mail + coupon +800 number + telemarketing + print ads. This resulted in a 15% increase in the number of new accounts obtained.