| Title |
Knowledge
Level |
Provided
By |
Newspapers
and Direct Mail
|
Novice |
Peoples
Income Tax Inc. |
Newspapers
and Direct Mail
Produced by
Peoples Income Tax Inc.
Newspaper:
In the early days of the mass-market tax industry, newspaper was
its mainstay. The success of TV gradually diminished the effectiveness
of newspaper advertising for the tax industry and it became primarily
a means to list multiple tax office locations. Eventually, advertising
in daily newspapers was eliminated in most major markets. However,
newspaper can still be effective in rural markets and as a targeted
advertising medium.
Direct Mail Mass Mailing:
Direct mail affords the opportunity to provide detailed information
not possible to relay in a 30 second TV commercial or a 60 second
radio spot. As a mass media, direct mail is costly, even at bulk
mail rates. However, direct mail can be very effective as a targeted
advertising medium.
The most cost-effective form of mass mailing is the coupon pack
such as Val-Pak and coupon books such as Reach Magazine. The cost
of a simple direct mail (bulk rate) letter is at least 30 cents
per piece. The cost of a coupon pack or book mailing can be as
low as 3 cents per piece including production, or one tenth the
cost of solo direct mail. These efficiencies are only available
if you buy the coupon mailing for your entire metropolitan area.
The mailing cost for selected zip code areas can be up to twice
the metro area cost.
Post cards are the most cost-efficient form of solo
direct mail. The cost of designing and printing post cards is
significantly less than that of a brochure or even a letter (which
adds the cost of an envelope). Postage to mail post cards by first
class mail is almost as inexpensive as bulk rate mail for a letter
or self-mailer brochure when you factor in the cost of the permit.
Another advantage of a post card is that it doesn't have to be
opened to be read. A post card with a hard-hitting headline, strong
copy, and good graphic design can be very professional looking
and effective.
Testing on a small scale is always advisable before
committing to a major direct mail campaign.
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