Print media like direct mail, newspaper inserts, magazines and more were the bedrock of direct marketing for decades. Learn how each one works and their pros and cons in this lecture.

Broadcast media is now merging with online media, but the fundamentals of analog television and radio direct response marketing remain the same. There are very important differences from brand advertising specific to media buying and creative strategy that you will learn in this lecture. Bonus content recently added covers podcasting pros and cons as well.

Modern media means digital. To use these very dynamic new tools for direct marketing purposes takes an understanding of the pros and cons of each, along with associated permission and privacy issues. We then wrap up with an overview of telemarketing, and summarize the keys to picking the right media for your marketing goals.

Know your audience inside and out before you put your pen or keyboard into action creating your ads. Learn the media and mindset factors that are critical to success -- including the all-important offer strategy!

You've done your audience research homework. Now it's time to start the creative development process. Learn how to make your ads resonate and inspire action for each core direct marketing medium.

Testing and response management are what makes direct marketing uniquely effective. Learn how to execute proper tests and capture responses in this lecture.

Collecting, analyzing, and using data to make better decisions is a core concept of direct marketing.