Using Direct Marketing to Build Brand Values
While the primary purpose of direct marketing is the achievement of an immediate and specific response (such as trial, purchase, or inquiry), largescale direct marketing can have other positive effects as well. It can boost awareness and interest and enhance a brand’s image. But direct mail can be ignored, and, worse, have deleterious effects by annoying recipients. So, if the benefits of direct marketing are to be maximized, a number of issues need consideration.