Which is not a general guideline for advertising using media other than direct mail?

The correct choice indicates that distributing advertising through formal base channels is not a general guideline for advertising using media other than direct mail. One of the key considerations in effective advertising is the need for flexibility and creativity in how the message is communicated. Relying solely on formal base channels can limit the reach and effectiveness of the advertising campaign.

Advertising using media other than direct mail often emphasizes approaches that are more direct and engaging with the audience, such as using local advertising and arranging for in-person distribution of promotional materials on the installation. Preparing advertising directed at local customers allows for a tailored approach that is more likely to resonate with the specific demographics in that area. Accepting voluntarily initiated media from suppliers helps build relationships and can lead to more engaging marketing opportunities, rather than adhering strictly to formal procedures which may not be as adaptable to the nuances of local markets.

The focus on more innovative and localized methods can lead to a more successful advertising outcome, highlighting the importance of being responsive to the needs of the audience rather than relying on established, formal protocols.