Discussion on the Advantage of the Straight Postal Advertisement in the Competition
Cheng Xu-lan · Journal of Hangzhou Dianzi University · 2007
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.