BRAND COMMUNICATION: Direct-response marketing about ‘building friendship’
AS GOBBLEDYGOOK goes, it is up there with some of the best and the worst: "An interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measurable sale, lead, retail purchase or charitable donation, with this activity analysed on a database for the benefit of ongoing, mutually beneficial relationships between marketers and customers, prospects, or donors."Welcome to the world of direct-response marketing, as defined by the Direct Marketing Association of SA. If you failed to read, or comprehend, through to the finish, you are probably not alone.To people with long memories, anything with the words "direct" and "marketing" used close together brings back memories of cold-call companies phoning in the middle of a family dinner or at the critical juncture of a TV movie, trying to sell us something we do not want. Or postboxes overflowing with junk mail. Or glossy supermarket advertising stuffed into the middle of newspapers.....
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