Direct Mail Advertising Looks to Rebound
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During this year, operators will benefit from programs implemented by the U.S. Postal Service to encourage commercial mailers. This factor is expected to contribute to revenue growth of 1.2 percent during 2012.
According to Culbert, for marketers that want to target a specific group or niche market, direct forms of advertising are often more cost effective than traditional advertising. Direct mail advertising displays relatively low volatility, suffering less in a downturn because many businesses substitute their traditional advertising methods with cheaper, broader-reaching advertising methods.
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