Merriam Webster defines marketing as the process of promoting, selling and distributing a product or service. Communication is a very major aspect of marketing since it involves the exchange of information. (For more information on communication see http://en.wikipedia.org/wiki/Communication) A combination of these two terms yields the word marketing communication. As a matter of fact, it has become commonplace for companies to use marketing communication techniques as a tool of promoting their products and services.
Global communication is a very important aspect in this industry and one of the avenues employed to achieve this is the use of print. This involves the usage of a variety of avenues like newspapers, postcards, billboards , letters, brochures or even direct mail. This is a way of getting information to the interested parties in the form of material they can read. Of all the listed options, direct mail is the one with the best measurable results. This is mainly because you are able to track the rate at which people give feedback which is also called response rate.
