Dacko, Scott (2009) Media and direct marketing. In: Encyclopedia of business in today's world. Sage Publications Ltd., Los Angeles. ISBN 978-14-129-6427-2

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Abstract

Media and Direct Marketing 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.

Item Type:	Book Item
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Publisher:	Sage Publications Ltd.
Place of Publication:	Los Angeles
ISBN:	978-14-129-6427-2
Book Title:	Encyclopedia of business in today's world
Editor:	Wankel, Charles
Date:	2009
Volume:	Vol.1-4
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/43614

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