hese useful computer-based systems are then organized, stored, and updated in what is known as a database. This is perhaps the nucleus for all direct-marketers, because it has allowed them to narrow their specific target market by identifying the markets special interests, buying behavior, and purchasing power. With the developments of these three interrelated computer-strategically systems, direct mail then emerged to be one of the many tools that direct-marketers conveniently use to target their markets.Growth of Direct MailDirect mail is successful because it matches todays lifestyles; families have less time, so shopping by mail is more convenient. It is the most effective way to generate immediate results, since it is addressed directly to the prospect. Todays leading mail-order products include insurance and financial services, department store merchandise, and many other services. Another reason for the global success of direct-mail advertising is the fact that this type of medium can increase the effectiveness of ads in other media. For instance, advertisers do not send un-solicited mail. They will tend to use other direct-response media to reach their target market, and then use direct mail to respond to inquires. Thus, making direct-mail advertising to be the most effective method for closing a sale or generating attention of products, services, or ideas.Direct-mail advertising is also the fastest-growing medium today. Since many large companies have down-sized during the past, many people are working more and more hours. Furthermore, people also have busy schedules and involved in many activities such as: continuing education, personal fitness, and other professional or civic activities. Thus, having less time to go out and shop for themselves. Direct-mail advertising then came into the picture by providing consumers with convenience by having the product, service, or idea come to them.Throughout the history of adver...
