Dictionary.com defines advertising as the act or practice of calling public attention to one’s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. Another way to say that might be advertising tells people what you hope they will buy from you.
Let’s take that another step, though, and add the element of promotion, to give them an incentive to buy now! It has been proven over and over again in the marketplace that buyers love a deal. That might mean a discounted price. It might also mean an increased quantity (buy one get one free!) It might even mean getting something tangible in return for a donation. The point is that “something extra” will often increase the response to a direct mail program.
We have written before about ROI, and you should never forget that just about any promotional element will change the ROI equation by increasing your investment. But let’s also not forget that a promotion can further change the equation by increasing your response. As the old saying goes, you have to spend money to make money, and by using promotion effectively, you can sometimes spend a little more and make a lot more.