direct marketing an overview ron rymon communications program spring 1999 idc herzliya what is vs general dm campaigns design and implementation the database applications in us q definition interactive system which uses any advertising media to effect a measurable response or transaction at location where all transactions are recorded association dma communication two way between marketer prospective customer mail telemarketing other medium out exclusive use of mass tv print required effectiveness sales leads visit awareness recall sale associated with individual prospect specific can be analyzed order improve targeting cornerstone activity targeted centric continuous contact end relationship new acquisition very costly 20 customers account for 80 revenue as hero less focus on product brand best prospects one personalized everything offer message timing only three
