Researchs On DM Advertisement

In recent years, DM Advertisement has advanced rapidly, and attracted attention from more and more consumers. It has grown up beyond the traditional conception of direct mail, and enriched its manifestation with E-mail advertisement on Internet, short message on mobile telephone and DM Advertisement of Internet, and all of them could be called as Multi Advertisement of DM for short. In many countries, not including China, DM Advertisement has matured as the result of long-term development and existed as a system composed of direct-mail advertisement, direct marketing, direct magazine and database management. With the advantage of precise and efficient delivery, great flexibility and concealment, convenience of efficacy test, it can help companies to locate target consumers, provide support for sellers, cut down the cost of distribution and earn more loyalty from clients.DM Advertisement takes shape in a profound background, as everything else always does. As for China, DM Advertisement thrives on the reality that the transformations of social environment for consumers and of their relevant psychology provide requisite for its existence and opportunity for its development, and that the advance of science and technology provides it more stable underprop. At the same time, the era of minute dissemination in promulgating information is at dawn and the process of systematization and of being more scientific in advertisement activity is on the way. These two aspects will constitute its further development theoretically.However, before DM Advertisement makes an improvement, there are some problems which had to be solved, such as the low reliability, deficient database, inane content, social and ethic disputes, nonstandard supervision over market, and so on. Therefore, the sustained development of DM Advertisement requires us to take following efforts: firstly, Set up the DM systematic idea; secondly, we should arrange all advertisement practices in such a way that they can complement each other, including exploiting direct mailing media and stepping up the database; thirdly, the inner vitality should be activated by fractionizing the market, enhancing the quality and transforming the distribution model; lastly, we should establish a stable environment for it through standardizing its activities in market and improving relevant laws and regulations.The DM advertisement future will be able in the broad space, to face a more specialized direction to develop, its media status also will be able gradually improve, play an irreplaceable role, will together with other advertisement media form a multi-level, multi-channel stereo transmission network.