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Direct Mail |
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General Advertising |
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Highly targeted -
to specific individuals or businesses |
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Blanket coverage -
to broader segments of the population |
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Personalized message - message can be addressed to prospects and refer to prospects by name. Message can also be tailored to better suit specific group of prospects |
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Generic message -
one message for all |
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Cost effective -
only pay to reach specific targets who are more likely to be interested in what you are offering or selling |
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Cost ineffective - pay to reach a broad audience consisting of many uninterested parties |
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Allows for analysis - ability to track return on investment (ROI) and perform other sales analysis |
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Hard to analyze - surrogate variables are usually used for analysis, providing a less accurate measurement |
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Receives one-on-one attention -
opened and read one piece at a time, providing best chance of catching and holding prospects' attention |
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Competes for attention - must compete with other attention grabbers surrounding prospects |
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Lingering marketing effect - a physical object that can be kept around, re-read or viewed by others |
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There and gone -
no staying power, especially where the message is in the form of a TV or radio commercial |
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Quick Results - often generates immediate action or response |
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Delayed Results - often time elapses between intent to buy and actual purchase |
