Selection criteria of every tool - direct marketing, Marketing Management

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Selection Criteria of every tool

Key criteria governing an organisation's selection and use of every tool are:

1.  Degree of control required over the delivery of the message;

2.  Financial resources available to pay a third party to transmit messages;

3.  Level of credibility that each tool bestows on the organisation;

4.  Size and geographic dispersion of the target audiences.

 


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