Natasha Mervin 0302053
Tutorial 1: Examining the History & Processes of Direct & Interactive Marketing
Question 1
What is the difference between a list and a database?
A database permits its user to extract a specific group of disparate facts from within a
collection of facts. Lists, such as mailing lists, become databases – and are most
useful – when they are enhanced beyond simply names/addresses ... with
information about those on the list … such as records of responses/transactions as
well as relevant demographics and other information identifying the respondent.
Question 2
“Direct marketing is an aspect of marketing characterized by measurability and
accountability with reliance on databases.” Explain this statement.
Database-driven direct marketing utilizes a variety of tools and techniques that
enable recording, analysis and measurement of responses and/or transactions.
Through a “key code” placed on an order form or other return device, the response
resulting from a particular promotional effort can be identified and measured. The
expenditure can thus be accounted-for … with results being related to costs.
Question 3
Describe the use of direct marketing by a business. Describe its use by a non-
business organization.
The tools and techniques of business-to-consumer direct marketing are utilized as