Reference has already been made to the use of direct mail advertising as an alternative or adjunct to press advertising for industrial products. There is a history of considerable success for this method of promotion which permits far greater control than most other media. One of its greatest merits is the comparative ease with which its effectiveness can be measured.

Direct mail is simply the sending of advertising matter to known recipients through the post. The size of the operation may be either modest or extensive according to the magnitude of the job to be done and the budget available. Its effectiveness, in comparison with other forms of promotion, is dependent upon several factors, the most important of which are:

The possession of an adequate and accurate list of names and addresses

Provision of suitable facilities for the preparation and despatch of regular mailings

Interested in - The Product Personality

Please Note

The Trade is, of course, a major source of product ideas. All manufacturers examine, with avid interest, the new products of their competitors.