DM- the ads are being fast-growing light cavalry.docVIP

 PAGE \* MERGEFORMAT 12 DM: the ads are being fast-growing light cavalry When the market is moving from mass consumption to the transformation of segmented marketing, product and market segmentation and definitions continue to be a time when more and more marketers have found that advertising through the mass media to complete, can not effectively distinguish between the needs of target audience, so advertising Lord have to accept this fact: the loss of a large number of advertising budget on non-target populations. Is there a media advertising objective is controlled, the effect not only good, wasteful and less running and flexible it? Through our research and this year’s SARS period in the practice of some markets, we find something called DM’s Focus Media Advertising is fully equipped with the above-mentioned characteristics, but also more suitable for faster consumer goods such liquor. Topics are combined with our research and practice, Discussion about DM advertising and marketing in the liquor application. 1, on the DM Study DM is short for Direct Mail Advertising in English, the earliest Chinese name is ‘direct mail advertising sent’. There are many early DM nickname, such as ‘mail sent to advertising’, ‘direct-mail advertising’, ‘tabloid advertising’ and so on, is generally believed that only through the post office it may be referred to as DM advertising ads. The State Administration for Commerce and Industry, published in 1995, national advertising professional and technical posts qualification training materials ‘advertising professional knowledge’, the DM rigidly defined as direct advertising (Direct Market AD). With the development of the times, direct marketing advertising (DM advertising) also continues to develop, people’s direct marketing advertising (DM advertising) are also constantly improving the understanding, a breakdown of the target audience for the object’s ‘big DM’ ad group is forming . ‘Big DM’ refers not only to the postal bu