The Power Of Impulse Marketing

Direct MarketingSuccessful retailing pioneer, John Wanamaker, founder of the Wanamaker’s department shops within the late nineteenth century is often attributed with saying that about half of his promoting spending was a waste, but that he did not know which half was which (Wikipedia). And he was a robust proponent of promoting!

To improve the urgency and to guarantee I would open the envelope, printed on the envelope were the words, RE: NOTIY ADDRESSEE OF RATE REDUCTION.” Now, I was curious. The message on the exterior of the envelope made it seem like I had an offer to obtain a price reduction on a current obligation, like a credit card. The DMA is the main trade association for enterprise organizations using direct advertising techniques. The DMA advocates industry standards for accountable advertising to make sure that client rights are protected.

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