Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 17

Refer to the ad for DIRECTV's satellite system (see Figure 15.3). Assume the manufacturer of this product chose to use direct mail to sell the product in addition to advertising it in magazines. Explain how you, as a chief marketing officer (or brand manager) for this company, would acquire a mailing list. What characteristics of businesses would you select in generating the list Be specific.