In this lesson, we come to the last element of the promotional mix — direct advertising mail. Unlike the other promotional avenues (advertising, publicity, sponsorship, etc.), direct mail is perhaps an undesirable or inefficiently used tool. However, some companies seem to have mastered the art of using this tool effectively. The Knowledge@Wharton article gives a comprehensive picture of what works, when and why in direct advertising. Building on the varied perspectives, students then re-design the direct marketing strategy of a company they have experience interacting with.
Marketing, II. Consumers and Their Behavior
Marketing, III. External Factors
Marketing, IV. The Marketing Mix
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