Direct-Mail Advertising

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Term Paper Title	Direct-Mail Advertising
# of Words	3239
# of Pages (250 words per page double spaced)	12.96

Direct-Mail Advertising

     As consumers, we are often bombarded by different types of advertisements each day. Whether it¹s by television, newspaper, or billboards, advertising has reached us one way or another. Yet, a majority of the ads that we encounter are often meaningless and uninteresting, because of the fact that these ads are meant to reach a certain target audience.

     This perception seems to change, however, when we look inside our mailboxes, pick-up our telephone, and even check our e-mail. We often ponder how marketers know that we have a pet snake, own a certain kind of computer, or even wear 70¹s clothing. That is because everytime we purchase products such as: electronics, computer software, and other products, direct-mail advertising is in the air. Everytime we send those warranties and registration forms back to the manufacturer; as consumers we are often unaware that we are sending information about ourselves, that will be used as; statistical, personal, and informative data for future marketing purposes. Thus, marketers and advertisers know what kinds of products to target us with.

     Although direct-mail, or as we call it ³junk-mail², somehow finds its way to our homes and businesses. Little that we know that as consumers, we are often pressed for time. Thus, direct-mail advertising is a convenient way for us to shop without having to leave the house.

     In order to understand direct-mail advertising, I will be discussing this unique medium in a broad spectrum of subjects. Among them are: what direct-mail advertising is, the historical development of the medium, different methods and types of mail, the future of direct-mail advertising, and the internet¹s use of the medium for visual communication.

Direct Mail

     Direct-mail advertising is a form of medium used by direct marketers,  it is the most personal and selective of all media. Also, this highly specialized mail can be purchased ( among the thousands available are lists of various level students, business professionals, college professors, pregnant women, and even vintage car owners), but they can be expensive. Printing and postage fees make the cost of direct-mail per person reached quite high compared with other forms of media. However, because direct mail goes only to the people the advertiser wishes to contact, there is no wasted coverage. Reaching the prospect does not, however, ensure that the message its received. Direct mail is pure advertising. ³Therefore, a direct-m...

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