The effectiveness of direct mail advertising towards tour package service practice by Perpel Travel & Tours Sdn Bhd Kota Bharu / Rosmanira Junoh

Direct mail advertising is one of the most important direct response mediums for business today. It is because the primary advantages are that it targets specific market segments and measures success immediately by the number of customers who actually respond to the promoted offer.
Direct mail also has grown to become a major advertising media, challenging radio and out door as the third largest traditional media around, after television and newspapers.
Therefore this research is study on the effectiveness direct mail advertising towards tour package service practised by Perpel Travel & Tours Sdn Bhd, Kota Bharu branch. It scrutinised the level of the effectiveness direct mail advertising towards tour package service that has been perceived by the customers.
In measuring the effectiveness of direct mail advertising, four major problems had been identified. The four problems are poor appeal approach, unattractive direct mail advertising, poor advertising management and no specialised person in advertising effort.