Direct　Marketing　Sales　and　Promotion - Essay Examplempanies are at a dilemma http://term-paper-proposal236336.mystrikingly.com as to how to increase their brand equity, operating within a business environment where most companies are focused on brand building and thus, strong brands are not necessarily a competitive advantage anymore. With the increased advertising clutter and shifting market demographics with highly fragmented consumer needs, the traditional dominance of mass media in todays, promotional strategy is declining. This essay aims to analyse the growth of Direct Marketing in today’s communicational mix and to identify both desired and unintended effects of direct marketing activities. The essay will further focus on the challenges in designing and deploying effective direct marketing campaigns, which are creative and exciting enough to compete with the overall advertising clutter competing for consumer attention.
