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In direct marketing, since then, advertising is an investment, and should be treated as such. Or advertising expenses are capitalized and are charged to the estimated revenue, or are considered as losses, also posting them compensatory future value expressed by the client. Nash, tells us, that companies that have long been in the field of direct marketing are mass-produce these considerations, as well as the needs of maintaining the list of correspondence, the customer service and flexibility in products, to maximize the investment in direct marketing. For this reason, that such enterprising enterprises and other related fields, such as publishers, of leisure tend to be the most efficient in direct marketing, the same way as their singular approaches in marketing and advertising planning strategy. The so do so not only will find an important center of benefits, but also insurance, whose need is so critical, against the difficulties obstructing their distribution systems. Since then, usually marketers direct can make important contributions when a company lies with distribution problems.

Direct marketing offers an alternative that sometimes can be a huge difference in the growth and/or survival of a mercantile society. Also, know, that one of the unique characteristics of direct marketing, from a management point of view, is its conclusive measurability. Given the direct and immediate relationship between an advertising communication and the reply of the consumer, you can measure the effectiveness of each ad or correspondence unit. Coupons can take key numbers; phones may lead extension numbers; and computers can be programmed to measure the number of answers that come from every effort, as well as few immediate or eventual sales will result. These results can be compared to the initial investment in advertising, obtaining thereby a cost per reply which constitutes the basis of all measurement of direct marketing activities.

Conclusion please note, that direct mail is a means frequently used by sellers of direct sales, but can also be used to create a good image of the signature and for many other purposes. Companies sell in several ways: by mail sale, subscription, which consists of the payment of a finite number of copies in advance. Continuity, which means that the consumer obtains and pays each series of shipments, but can stop them at any time is mainly used in the series of books. Negative option, as in the case of a phonograph discs or books, club consists of offering approximately monthly shipments to the customer, giving option to reject it. Positive option, offers customer periodic shipments, but not anything sent to him send a notice of acceptance. Both options often require a commitment of acceptance in exchange for a generous premium or an arrangement in the pricing * titular Professor, postgraduate Area of faces, program quality and productivity management. University of Carabobo. Annotations of Chair of marketing, program management of the quality and productivity.