To be able to effectively utilize direct marketing specializations, channels and techniques it is necessary to have a broad understanding of the foundation principles. This module of the DMA Certified Marketing Professional™ Program provides a general review of traditional direct marketing channels including direct mail advertising, catalogs, print, broadcast and response advertising, and addresses newer marketing channels such as digital, mobile and web marketing. Direct marketing has been redefined in the 21st century. This module will explain the move toward multi-channel or integrated marketing, explaining what these concepts mean, how this has changed direct marketing and how such techniques can be effectively utilized by organizations. Participants that complete this module will be walked through exercises, interactive quizzes and scenarios to ensure full understanding of the channels and concepts introduced. In addition, participants will be provided examples of successful direct marketing campaigns and be directed to further reading that will enhance knowledge of the foundation concepts of direct marketing. |
