Use a brand/response marketing model
Article Abstract:
Customer acquisition results could be better when brand and response advertising are integrated seamlessly. A centralized prospect database can be a powerful resource to a brand/response campaign covering various media to create a closed loop marketing system. A response funnel like a toll-free number or a URL draws responses. Stand-alone disciplines do not work any more as there is too much fragmentation in the media.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2004
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Misnamed insert programs hurt trust
Article Abstract:
The importance of the captions of the insert programs is discussed. Various types of insert media like customer mailings, newspaper inserts etc., are also discussed.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2005
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