Words and forms in the business letter

Abstract

Unlike indirect advertising, the direct is directed to the individual and not the mass. Direct advertising is therefore a form of communication that aims to reach the customer in a personalized way. In advertising of a general nature, the recipient knows in advance that the messages have not been prepared for him, especially for his social group. In the direct, the recipient understands that the letter he collects in the mailbox, with his name and address, is addressed to him personally (Although in this case the client does not exist as a single individual, but is included in a social group of reduced dimensions). In this sense, the commercial letter is the best instrument of direct marketing to promote and obtain the personal response of the consumer. Therefore, its use is subject to the extension of the target audience that it is intended to achieve. It does not make sense to use national media to reach small groups, such as highly specialized professionals, but rather direct, personalized communication. And to achieve it nothing better than a letter.