ABSTRACT
Introduction 298 Strengths and weaknesses of direct and database marketing 300 Tools used 302 Permission marketing 306 Measuring effectiveness of direct and database marketing 306 Ethical considerations 308 Outdoor advertising as a direct contact point 308 Point-of-purchase advertising 309 Summary 310 Review questions 310 Recommended reading 310 Case study 13.1: Using outdoor advertising to change perceptions of
the National Trust in Northern Ireland 311 Case study 13.2: Hastings Hotel Group 313 Notes 317
After studying this chapter, you will be able to:
• Discuss the scope of direct and database marketing (D&DBM) and its role within marketing communication
• Critically evaluate the advantages and disadvantages of D&DBM activity both in the short and long term
• Debate the impact of growing moves towards permission models on the potential effectiveness of direct and database marketing
• Discuss ways of measuring the effectiveness of different forms of direct and database marketing
• Discuss ethical considerations and how these might be resolved
Introduction
Direct and database marketing (hereafter referred to as D&DBM) evolved from direct
mail advertising and mail order catalogues.1 Despite it being widely used, there is no
well defined definition of what ‘direct marketing’ is. This may be in part because direct
marketing is often a combination of tools and techniques, rather than a tool or technique
in its own right. The Direct Marketing Association definition defines it as:
an interactive system of marketing which uses one or more advertising media to effect
a measurable response and or transaction at any location.
