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Direct Mail Basics
Whether it's along the side of the road or on a personal computer, the attention of the consumer is constantly being diverted by the clamor of advertising. Fortunately, the din subsides on the sidelines with a quieter form of advertising—direct mail.
In fact, Richard Goldsmith, president of the New York-based The Horah Group, noted that one of the most appealing aspects of direct mail is its ability to be personal yet unobtrusive. "People can't determine when they're going to see a billboard or hear an advertisement on the radio," he said, "but with direct mail they have complete control over if and when they want to see it. They can discard or keep it and look at it when they want to."
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- People:
- Ed Gleiman
- Sarah Lerow
- Places:
- New York
- Washington
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