If a well-designed calendar is the print advertising world's 'Great Reminder', then Direct Mail is advertising's great 'Motivator'.
Direct mail, unlike broadcast advertising, is more economical for the average advertiser. This is because the advertiser can pick and choose target markets, or audiences, and concentrate advertising dollars on those markets. If a direct mail campaign is intelligently designed, the rate of response will be impressive.
Television and radio commercials can have tailored messages for specific geographic markets, but once the commercial reaches the airwaves, cable or satellite, that is where discriminating audience selection ends.
