14 What are some of the main considerations to be borne in mind when producing advertising copy?

● What is direct marketing communications?
● Offers and incentives in direct marketing communications ● Media in direct marketing communications ● Creative approaches to direct marketing communications ● Testing and measurement in direct marketing communications

● To identify the role direct marketing communications plays in the integrated marketing communications mix ● To outline the direct marketing communications planning process ● To introduce the use of offers and incentives in direct marketing communications ● To summarise the media choices available in direct marketing communications ● To identify the key creative approaches used in direct marketing communications ● To demonstrate the uses of measurement and testing in direct marketing communications