The document discusses direct marketing and personal communications. It describes direct marketing as using consumer-direct channels to reach customers without middlemen. Common direct marketing channels include direct mail, catalogs, telemarketing, and other direct response methods. When constructing a direct mail campaign, companies should establish objectives, select targets, develop offers, test elements, execute the campaign, and measure success. The document also discusses interactive marketing, social media platforms, viral marketing, sales force management, and the steps in effective selling.