Direct marketing: more than just direct mail.: An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on October 1, 1994. The length of the article is 3110 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Direct marketing provides banks with direct insights on who buys what and when, and gives a wide range of pertinent information about customers and their financial needs. Because of this, an increasing number of banks are allocating bigger funds for their direct marketing activities. Present direct marketing efforts no longer focus on direct mail. Instead, they employ other advertising channels to complement and improve the response rates of direct mail. One technique, what is known as integrated marketing, even involves the use of multiple media to increase the probability of response. In direct marketing, the database is an important instrument in helping direct mail programs better target prospects. Mass media advertising with a toll-free number also helps direct marketing efforts by identifying prospects that cannot be located through database analysis. Direct marketing initiatives of TCF Bank, West One Bancorp, Fifth Third Bank and AmSouth Bank are discussed.

Citation Details
Title: Direct marketing: more than just direct mail.
Author: Katherine Morrall
Publication:Bank Marketing (Magazine/Journal)
Date: October 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n10 Page: p23(5)

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