Media and Direct Marketing
Scott G. Dacko
Organizations and individuals seeking to reach a target audience have a growing array of media choices. While traditional approaches involving media such as newspapers, magazines, television, and radio are associated with reaching relatively large audiences, there are many other approaches such as e-mail, telephone, fax, and direct mail that may also be used to reach target audiences of substantial size, but which are also associated much more with efforts to elicit and obtain a measurable response from those within the target audience. This latter characteristic is an essential element of direct marketing and, further, is becoming increasingly prevalent as a result of increased availability and use of specialized databases. Ultimately, however, virtually any media can be used for direct marketing, also referred to as direct response marketing, provided there is an element of communication that asks the member of the target audience to take some specific action. Whether the action ...