Ch 16: Direct Mail and Advertising

Direct Mail:

The five components of direct mail are:

  • Envelope
  • Letter
  • Brochure
  • Reply card, and
  • Return envelope

Direct mail has its advantages and disadvantages. A lot of time it is assumed to be junk. People use this to reach specific audiences, to personalize a message and because it is cost efficient.


Advertising is “any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor (P.436).”

Advantages of advertising consist of selection of audience, the control over the message, the effect it has and timing.

Disadvantages include expensive costs and credibility.

According to this chapter, the five basic types of advertising include:

  1. Image Building
  2. Investor and financial relations programs
  3. Public service announcements
  4. Advocacy, and
  5. Announcements

In order to have successful advertisements they must be interesting to reader, short and punchy.


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