Targets audience with a specific message
Direct Mail should be part of your media mix because it completes the job that print, radio and TV advertising starts.
Direct Mail can be branded the same as your other advertising - your advantange is talking to your target one-on-one.
Other media builds awarenes - Direct Mail gets your prospect to respond.
Direct mail talks to your customer with a message that builds loyalty. It also talks to your prospect with messages and offers that invite a trial.