Effective Advertising by Gerard Tellis

By Gerard Tellis

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Unfortunately (my second lesson), my friend was not good at arithmetic. We had sold every single one at a loss. The business had to be disposed of. I retreated to the safety of another well paid job in advertising, but remained in love with mail order. It appealed to someone like me who spends every penny he makes. You didn't need much money to set up. No costly premises were necessary to entice passers-by. You could run advertisements even if you didn't have any goodsbuying them from the suppliers as you sold them.

Indeed, whilst preparing this book, I saw that, in a survey of 133 leading American direct marketers, no clear agreement on what the business is emerged. When the phrase direct marketing comes up, most people, in my experience, immediately think of the medium of direct mail. Others think of direct marketing as a method of selling, like off-the-page selling. Others confuse it with a channel of distribution, like mail order. Producing a definition as simple in its way as that of 'salesmanship in print' for advertising has proved an insuperable task for the industry's pundits.

This means you should start looking at it in an organised fashion. Looking at it as marketingdirect marketing. The same applies in other cases. If you have a restaurant and you make the wise decision to collect the names of your customers in order Page 32 to write to them with news of special gourmet evenings or you are a manufacturer of earth-moving equipment and you decide to send out a regular newsletter, then you have entered the direct marketing business whether you know it or not. Some businesses are entirely based upon direct marketingReader's Digest, Time-Life Books, or the mail order catalogue companies are obvious examples.

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