What does the DM page in the advertisement mean?

Many people in the market are talking about DM. But they have their own understanding of what DM advertising is: some people think that DM is an advertising strip delivered in a newspaper or put in a mailbox.

The American Direct Mail and Direct Marketing Association (DM/MA) defines DM as follows: "It is a means to convey the information that advertisers want to convey to the objects selected by advertisers by mail."

DM can use other media besides mail, such as fax, magazine, TV, telephone, e-mail and direct selling network, counter distribution, personal delivery, letter request and delivery with commodity packaging. The biggest difference between DM and other media is that DM can directly deliver advertising information to real audiences, while other forms of advertising media can only deliver advertising information to all audiences, regardless of whether the audience is the real audience of advertising information. Forms of DM advertisements Letters/posters/charts/product catalogs/leaflets/business cards/orders/calendars/calendars/postcards/brochures/discount coupons/family magazines/leaflets/invitations/sales brochures/company guides/stereoscopic cards/small packages Features of DM advertisements.

Targeted: DM advertising directly delivers advertising information to real audiences, which is highly selective and targeted. Other media can only deliver advertising information to all audiences, regardless of whether the audience is the object of advertising information.

The length of the advertisement: a 30-second TV advertisement, after which its information disappears. DM advertising is obviously different. Before making a final decision, the recipient can read the direct mail advertising information repeatedly, and use it as a reference to learn more about the performance indicators of the product until he finally makes a decision to buy or abandon it.

It has strong flexibility: unlike newspaper and magazine advertisements, advertisers of DM advertisements can choose the layout size and determine the length of advertising information at will according to their own specific conditions, and choose full-color or monochrome printing forms. Advertisers only consider the relevant regulations of the postal department and the size of their own advertising budget. In addition, advertisers can make various DM advertisements at will.

Can produce good advertising effect: DM advertisements are sent directly to individuals by advertisers, so advertisers can refer to demographic factors and geographical factors to select recipients, and then put them into practice to ensure that advertising information is accepted by recipients to the greatest extent. At the same time, unlike other media, the audience can't wait to know the content of the advertisement after receiving the DM advertisement, and will not be disturbed by the outside world. Based on these two points, DM advertising can produce good advertising effect compared with other media advertisements.

Testability: After sending out direct mail advertisements, advertisers can understand the effect of advertising information with the help of the changes and scope of product sales. This advantage surpasses other advertising media. Concealment: DM advertisement is a kind of non-sensational advertisement which is deep and secret, and it is not easy to attract the attention of competitors. The main factors affecting the effectiveness of DM advertising.

Selection and arrival of target objects: Improper selection of target objects will inevitably greatly reduce the advertising effect and even invalidate DM advertisements. Without a reliable and effective mailing list, DM advertisements can only become a pile of waste paper. Creativity, design and production of DM advertisements: DM advertisements cannot rely on the established trust of newspapers, television, magazines and radio stations, so DM advertisements can only attract the target audience by virtue of their own advantages and attractive languages such as creativity, design, printing, honesty and humor, so as to achieve better results.

Where DM advertising can be competent

6? 1 Email is popular and practical.

6? 1 The advertising information is too complicated and detailed to be effectively conveyed through other media.

6? 1 Other media have to pay a higher price than DM advertising in order to reach a specific market.

6? 1 Advertising information is extremely personal or needs to be kept confidential.

6? 1 The advertiser's marketing strategy requires that the form or color of the advertisement cannot be achieved by other advertisements.

6? 1 needs to cover a specific area, and the division of this area is required to be as accurate as possible.

6? 1 Advertisements should be placed at a certain time or frequency.

6? 1 The advertisement contains coupons.

6? 1 needs controllable research (such as testing the effectiveness of a certain market, testing the price, packaging and users of new products, etc.). ) and controlled mailing (letters are only sent to individuals with a certain income or cars and yachts with certain brands. )

6? 1 Orders need to be mailed (products will reach the target directly without going through retail, distribution or other media).

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