The direct marketer usually seeks a direct response. The objectives of the program are normally behaviors—for example, test drives, votes, contributions, and/or sales. Atypical objective is defined through a set response, perhaps a 2 to 3 percent response rate.
Not all direct marketing seeks a behavioral response, however. Many organizations use direct marketing to build an image, maintain customer satisfaction, and inform and/or educate customers in an attempt to lead to future actions. Exhibit 14-1 shows how the city of San Diego uses direct mail to encourage tourism.
Exhibit 14-1 San Diego encourages visits through direct mail
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