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Using direct mail for Ads

Ask: My business repairs Lexus, Mercedes, BMW and Land Rover cars. I have been using direct mail for five years and want to cross over to cable. What networks, times slots and frequency should I buy so that I can reach my audience?
Answer: You might think that drivers of Lexus, Mercedes, BMW and Land Rover automobiles can be successfully targeted through a careful selection of cable networks and time slots. However, this isn't really the case. Much like ZIP code-targeted direct mail and location-specific billboards, zoned cable is wonderful for targeting a specific geographic area, but psychographic targeting through channel selection is mostly an overrated myth. Epi will advise you many new ads only in Epi.

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