Michael John Cao
3ENTREP-1 ENTE02-18 - Direct Marketing
Assignment 5
Complete the table below. List down on the left side, the advantages of direct mail. On the
right side, list the advantages of competing media such as mass media and e-mail.
HOW DIRECT MAIL COMPETES WITH OTHER COMMUNICATIONS MEDIA?
ADVANTAGES OF COMPETING MEDIA
ADVANTAGES OF DIRECT MAIL
A. MASS MEDIA (TV, RADIO, PRINT,
OUTDOOR AND INTERNET
ADVERTISING)
B. E-MAIL
1. Highly targeted
Very direct mail campaign has great
targeting options. You can adjust
messages for a specific audience, from
loyal customers to new prospects.
2. Personalised
Each letter can contain personalised
information. Using the database it is
easy to find out customers’ needs by
analysing their previous history of
purchases.
3. Tangible format
Above all, mail is tangible. Since
customers are getting mail directly the
chances to receive the message is
higher. Moreover, when customers
receive a physical copy they are more
likely to view its content as reliable.
4. Cost-effective
5. Easily measured