摘要
分析了直邮现状的不尽人意主要原因是数据库的缺乏或不完善,和由此引发的定位模糊和投递效果不理想。指出直邮广告作为分众传播有着定位准确,沟通良好的优势,它是整合营销传播中不可或缺的一个重要手段。因此呼吁完善数据库,创造有效投递的条件,让直邮发挥更大的作用。
The present shortcomings of the straight postal lies in the absence or imperfection of the customers' database which makes the location fuzzy and the effect of the delivery unsatisfactory. Therefore, it needs to perfect the customers' database and improve the conditions of delivery in order to make the straight postal advertisement play its effective functions for it bears the advantages of positioning accuracy and good communicating ability as a means of divided groups communication. In addition, it is an indispensable means in the integrated marketing communication.
关键词
直邮广告
分众传播
数据库
整合营销传播
straight postal advertisement
divided groups communications
database
integrated marketing communications
