Summary
COMPARED TO ABOVE-THE-LINE advertising such as a spot on television, radio or print, direct marketing seems so much cheaper. As such, it is an increasingly attractive option to marketers constrained by today's tighter ad budgets.
But is it worth the effort? After all, it is not uncommon for marketers embarking on direct marketing to declare that it does not work.See the full content of this document
Extract
Doing It Right
As the adage goes, what is worth doing is worth doing well. Embarking on a direct marketing campaign solely because it seems the cheapest way to advertise is likely to be an exercise in futility.
`Penny wise but pound foolish' is how Direct Marketing Association of Malaysia (DMAM) president Sreedhar Subramaniam sums it up.`Some marketers may not be thinki...See the full content of this document
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