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 …showed first 75 words of 1652 total…

…showed last 75 words of 1652 total…Copp, V.F. ((1997) Reinventing Direct Marketing, Journal of Direct Marketing, Vol. 11 Number 4 Evans, M., O'Malley, L. and Maurice P. (1995) Direct Marketing: rise and rise or rise and fall?, Marketing Intelligence & Planning, Vol.13 No.6 Jobber, D (2001) Principles and Practice of Marketing, McGraw-Hill Publishing, third Edition O'Malley, L, Patterson, M and Evans M (2001) Exploring Direct Marketing, Thomson Learning, London McCorkell, G (2002) Direct and Database Marketing, Kogen Page Ltd, London Piercy, N (1992) Market-led Strategic Change, Butterworth-Heinemann, Oxford