Linda Reed

By Linda Reed With return on investment (ROI) the name of the marketing game today, direct marketing has become an increasingly important and robust component of any advertiser's overall marketing mix. When it comes to integrating direct media, however, it's critical that the focus be on developing a basis for future sales as opposed to simply owning the market for a brief moment. That said, there are three direct marketing approaches, each driven by specific marketing objectives, for striking a balance between immediate return—pure direct response—and sustainable growth. The Multi-Media Blitz The multi-media blitz is as it sounds—an all-out deluge of consistent

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