Which of the following is NOT a general guideline for advertising outside of direct mail?

The choice of distributing advertising through formal base channels is not considered a general guideline for advertising outside of direct mail. Generally, effective advertising strategies focus on reaching a broad audience using various informal and established channels that can enhance engagement and visibility.

Distributing advertising through informal channels allows for a more personal touch and can create a stronger connection with the target audience. Utilizing social media platforms is essential in today’s digital age, as they offer vast potential to reach diverse demographics quickly and effectively. Additionally, disseminating through well-established media remains a crucial aspect of a successful advertising strategy, as it leverages trust and recognition built over time with the audience.

In contrast, formal base channels tend to involve more bureaucratic pathways that may not always facilitate innovative or engaging advertising approaches typically effective in modern marketing environments. Therefore, choosing to distribute through formal channels does not align with the broader, more versatile strategies preferred for maximizing advertising impact outside of direct mail.