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The Secret of Direct Marketing
By Scott F. Geld

Everyone has come face-to-face with direct marketing. In fact, that's what direct marketing is: it's one-on-one marketing. Direct marketing uses several advertising forms to form an interactive relationship with consumers. If a direct marketing campaign works, consumers will purchase the product or service. Direct marketing may be so popular because, of all of the marketing strategies, it is the most personal and consumer oriented. It is part of the Integrated Communication Program, but its objectives, budgets and strategies are separate of the ICP.

Traditional direct marketing channels are catalogs, direct mail, direct response ads and telemarketing. To this emails and internet sales are added in t...
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