Communications Tools a Direct marketing is intended to elicit immediate and measurable responses to direct-response advertising, telemarketing, and direct selling Direct mail depends on acquiring mailing lists that target the intended audience Effective direct mailing require extensive planning of materials, format, and mode of mailing o The Internet A presence on the Internet is a necessity that can expand marketing communications world-wide With low costs Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 12-11 Communications Tools Direct marketing • is intended to elicit immediate and measurable responses to direct-response advertising, telemarketing, and direct selling. • Direct mail depends on acquiring mailing lists that target the intended audience. • Effective direct mailing require extensive planning of materials, format, and mode of mailing. The Internet • A presence on the Internet is a necessity that can expand marketing communications world-wide with low costs