An analysis of a direct marketing campaign for a university.

Introduction To successfully judge the worth of this campaign it will be important to provide some parameters to work against. Direct Marketing has a number of characteristics: (1) acquiring and retaining customers without the use of an intermediary (2) the distribution of products, information and promotional benefits to target consumers through interactive communication in a way which allows response to be measured (Jobber, 2001) In this critique I will be utilising the Direct Marketing Planning Process outlines by …

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