Marketers, today, believe in not only knowing their customers but also using this knowledge to their benefit. Information about customers is collected through questionnaires or is based on their previous purchases. Every customer is 'defined' based on certain attributes and similarities. This information is stored safely in databases. Direct mail uses this information to recognize its target audience. For instance a consumer who has shown interest in music receives mails from C.D shops. Direct mail is considered very effective as a customer might flip channels of T.V while advertisements are being telecast, may flip past a newspaper but he will open his mail box. In a direct mail the advertiser is not time bound, he can write the letter as elaborately or precisely as he needs to. The mail can be read by the customer at home or during his leisure time.

However direct mail has brought with it the disturbing issue of 'junk mails'. Due to the simple and cost effective method of advertising via mails more and more marketers are choosing it as their promotional method. Due to this mail boxes are flooded with promotional mails. The consumer destroys these mails without even reading them.
Direct mail can also be sent to other businesses, this is known as business-to business mailing.

The purpose of trade fairs and exhibitions is to create awareness about the company and its products among consumers. Such events give the consumers a chance to try the product first hand. It also helps in consumers interacting directly with company representatives this clears any confusions in the consumer's mind regarding product or the company. New customer leads are generated. Though sale is relatively slow at such events the relationship with the consumer is made stronger.

Sponsor is an individual or a group that supports an event, activity, person etc. through money or some form of product or services. Sponsorship is used to build goodwill and brand recognition. Companies keep in mind their target audience and budget before indulging in sponsorship activities. There are various events happening all the year round, nationally and internationally which provide marketers with sponsorship opportunities. The range is as wide as from a local art gallery to FIFA World Cup. A company may provide equipments for a sporting team in exchange for brand recognition. Sponsors also pay for parts of television broadcasts which bear the name or logo of their company. Sponsorship has lost its hold on television in the U.S. Advertisements have taken its place quite successfully.

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