Direct marketing Interactive way of marketing that uses one or more media to effect a measurable response and/or transaction

Growth in direct marketing growing cynicism towards traditional media fragmentation of traditional media and audiences call for greater accountability desktop publishing liberalisation of telecommunications sector growth in credit card usage growing retailer strength cash-rich, time-poor consumers

Direct marketing objectives to generate sales leads to build and enhance a database to generate sales to create cross-selling opportunities to persuade customers to upgrade to attract lapsed customers

Database fields for a consumer TitleFirst nameSurname Street name and number Town County Home telephone numberMobile phone number address Date of birthMarital status OccupationNumber of children Date of last transactionHobbies and interests Value of last transaction

Database maintenance amend records as and when requested regularly check and verify accuracy of information deduplicate records action removal requests have clear policies on staff access to database keep back-up copy of database install virus protection software

Variables for testing target audience the offer timing of campaign creative aspects of campaign

Direct marketing media Addressable –direct mail –telemarketing – –mobile phone Unaddressable –direct response advertising –websites