Chapter 16 discusses using direct mail and advertising within public relations and the advantages and disadvantages that comes along with it.
Direct mail is mainly used to sell goods and services. I liked that this chapter gave examples of how direct mail is used. For example, politicians use direct mail to request votes. Direct mail is also used to inform people about events, announcements or it is used as a way to make a bold statement like an apology or opinion.
There are advantages and disadvantages to using direct mail. Some of the advantages include being cost effective, allowing a target audience to be reached and for a personalization aspect that can’t be met with other advertising techniques. Disadvantages include information overload…like spitting too much information to people at once. One disadvantage the book didn’t mention much is that people don’t look at direct mail often because they disreguard it as junk, or “junk mail.”