How do I identify direct marketing opportunities? What is a brand? What is direct marketing? What is the difference between a brand advertisement and a direct response advertisement? What is the difference between above- and below-the-line advertising? What is the difference between an advertising executive and a direct marketer?
Should I undertake research? What response rate will I get? What should I measure in my results? What types of research are there?
Should I manage the database or use a bureau service? What can a database do for me? What do I put on my database? What is a database? Why is a database valuable?
What is fulfilment?
What should I test? What types of tests are there? Why test?
How do I build my own list? How do I rent lists? What does a mailhouse do? What is an e-mail distributor? What is a mailing list? What is RFM? What is spam? What types of lists are there? Why do I need permission to send an e-mail?
Do I need permission to call? What is telemarketing?
