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Direct Marketing 150516152037 Lva1 App6892 PDF
Direct Marketing 150516152037 Lva1 App6892 PDF
Direct Marketing 150516152037 Lva1 App6892 PDF
• Dictionary of
VS Marketing Terms, Peter
Bennett defines direct
marketing as:
the total of activities by which the
seller, in effecting the exchange of
goods and services with the buyer,
directs efforts to a target audience
using one or more media (direct
selling, direct mail, telemarketing,
direct-action advertising,
catalogue selling, cable TV selling,
etc.) for the purpose of soliciting a
response by phone, mail, or
personal visit from a prospect or
• Direct Marketing is a system of marketing by customer.
which organizations communicate directly with
target customers to generate a response or
transaction.
Direct marketing is one of the
fastest-growing forms of
promotion in terms of dollar
expenditures, and for many
marketers it is rapidly becoming
the medium of choice for
reaching consumers.
2. Direct-marketing syndicates.
• Companies specializing in list development,
statement inserts, catalogs, and sweepstakes
have opened many new opportunities to
marketers. The number of these companies
continues to expand, creating even more new
users.
3. The changing structure of American society and the market.
• One of the major factors contributing to the success of direct marketing is that so many Americans are now “money-
rich and time-poor.”
• At the same time, the increased popularity of physical fitness, do-it-yourself crafts and repairs, and home
entertainment have reduced the time available for shopping and have increased the attractiveness of direct
purchases.
4. Technological advances.
5. Miscellaneous factors.
The Role of Direct Marketing in the IMC Program
• The direct marketer usually seeks a direct response. The objectives of the
program are normally behaviors—for example, test drives, votes,
contributions, and/or sales.
• Not all direct marketing seeks a behavioral response, however. Many
organizations use direct marketing to build an image, maintain customer
satisfaction, and inform and/or educate customers in an attempt to lead
to future actions.
Developing a Database
• one-step approach
Direct marketing media used directly to obtain an order
• two-step approach
multiple efforts used to generte a respone. First effort is used to screen, qulify or
interest potential buyers. Follow-up used to achieve order or close the sale
Media
• Direct mail
• catalogs
• Broadcast media
• Print media
• Telemarketing
• Direct selling
• Electronic teleshoping
Direct mail
www.businessdictionary.com
Printed media
Telemarketing
www.businessdictionary.com
Electronic teleshoping
VIDEO: Electronic Teleshopping
• Face to
Direct selling face presentation, demonstratio
n,
and sale of products or services,
usually at the home or office of
a prospect by
the independent direct sales
representatives.
Employed by firms such as
Avon, Mary Kay, and
Tupperware, direct selling
differs from network
marketing in that it offers little
or
no incentives for recruiting ever
increasing number of sales
representatives.
www.businessdictionary.com
Direct Selling
there are three forms of direct selling
1. Repetitive person-to-person selling. The salesperson visits the buyer’s home, job
site, or other location to sell frequently purchased products or services (for
example, Amway).
2. Nonrepetitive person-to-person selling. The salesperson visits the buyer’s home,
job site, or other location to sell infrequently purchased products or services (for
example, Encyclopaedia Britannica).
3. Party plans. The salesperson offers products or services to groups of people
through home or office parties and demonstrations (for example, Tupperware
and Party Lite Gifts).
Advantages and Disadvantages of Direct Marketing
Advantages
Disadvantages
• Selective reach
• Segmentation capabilities
• Frequency
• Flexibility • Image factors
• Timing • Accuracy
• Personalization • Content support
• Costs • Rising costs
• Measures of effectiveness
Sources:
• George E. Belch and Michael A. Blech , ADVERTISING AND PROMOTION: An
Integrated Marketing Communication Perspective, Sixth Edition, PDF
• www.businessdictionary.com
• https://www.youtube.com/watch?v=Q_2VASaMB2w
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