| With the Columbian presidential run-off scheduled | | | | done without utilizing intermediate communication |
| for June 30th, the public is being inundated with | | | | modes. The next item is that Direct Marketing is |
| campaign information from various sources. In the | | | | driven by action-oriented results that are |
| case of Colombian presidential candidate Juan | | | | measurable and can be tracked regardless of the |
| Manuel Santos, we have seen a successful | | | | type of media used (pamphlets, street hand-outs, |
| campaign that has, so far, allowed him to take | | | | etc.). An example of a direct response would be |
| the lead in the presidential race. After pulling ahead | | | | the number of free phone calls that were |
| to achieve a 46.4% victory over 2nd place | | | | generated from a particular brochure campaign. |
| candidate, Antanas Mockus (21.5%) in the May | | | | Direct Marketing is commonly used in smaller |
| 30th election results, many are looking to Mr. | | | | budgeted enterprises as their sole form of |
| Santos to win the June 30th election, as well. The | | | | marketing or in larger efforts, as part of a |
| primary factor in Mr Santos' campaign comes in | | | | complex campaign strategy. With the campaign of |
| the form of his political advisor, master political | | | | Mr. Santos, we can witness a multi-faceted effort |
| strategist J.J. Rendón. When we look at | | | | by strategist J.J. Rendón which comprises |
| the campaign of Mr Santos and J.J. | | | | a well-orchestrated, psychological-based appeal to |
| Rendón, we are actually looking at several | | | | the general public of Columbia. These efforts are |
| methods of promotion. One of them is Direct | | | | proving successful. With Direct Marketing, the |
| Marketing. | | | | main advantage is that it goes directly to the |
| When we speak of Direct Marketing, we are | | | | point, without being hidden by vague political |
| looking at form of advertising without the usual | | | | rhetoric. |
| outlets that involve newspapers, television and | | | | Many organizations find Direct Marketing attractive |
| radio. With Direct Marketing, we are looking at a | | | | because the positive effects of the marketing can |
| situation where there is direct contact with the | | | | be measured directly. An example would be a |
| target audience through fliers, promotion letters, | | | | case where a marketer sent out 5,000 brochures |
| advertising on the street and the distribution of | | | | with a number to call for further information. If |
| pamphlets and catalogues. | | | | 500 people call, then the marketer can confidently |
| There are two main things that will distinguish | | | | say that the brochure campaign has a 10% direct |
| Direct Marketing from other forms of marketing. | | | | response rate. It should be noted, though, that |
| The first item is that Direct Marketing is brought | | | | only positive results can be effectively be |
| directly to the consumers, themselves. This is | | | | measured with Direct Marketing. |