Some of the most targeted communications are those of direct marketing: marketing targeted directly to a specific target audience. Unlike traditional or mass advertising the desire for direct marketing is that you have little-to-no spillover (the effect of communications that are received from entities outside of your target audience). Direct marketing can take many forms such as direct mail, direct e-mail, direct-response TV and radio, or any other form of communication that is designed specifically for immediate action.

Direct marketing is typically a part of a wider mix of communications, leveraging the awareness-building tactics of mass media to help drive action of the direct marketing efforts. In this exercise you will review direct marketing executions, and your goal is to think of what other mass communications may have accompanied them so that you can write a marketing tactical plan detailing those mass media support elements.