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Promotional Strategy. Chapter Fourteen Direct Marketing. Direct Marketing. “A total set of activities by which the seller attempts to elicit a direct action response.” – Belch and Belch Advertising and Promotion . Direct marketing usually is very dependent upon databases.
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Promotional Strategy Chapter Fourteen Direct Marketing
Direct Marketing • “A total set of activities by which the seller attempts to elicit a direct action response.” –Belch and Belch Advertising and Promotion. • Direct marketing usually is very dependent upon databases.
Direct Response Media • Direct mail. • Catalogs. • Broadcast media: television, radio. --Infomercials. --Teleshopping. • Print: order forms. • Telemarketing. • Electronic teleshopping (internet).
Growth of Direct Marketing • Catalogues. • Use of consumer credit cards. • Technological advances. • Changing American market: --“Money rich, time poor.” --Dual income families.
Growth of Direct Marketing • Catalogues. • Use of consumer credit cards. • Technological advances. • Changing American market: --“Money rich, time poor.” --Dual income families.
Direct Marketing and Integrated Marketing Communications. • With advertising: direct response offer is the ad itself. • With public relations and/or personal selling: telemarketing or other activities to solicit funds for nonprofit organizations. • Sales promotion: direct mail or internet messages announcing special discounts (special airfares, for instance).
Direct Marketing and Integrated Marketing Communications. • With advertising: direct response offer is the ad itself. • With public relations and/or personal selling: telemarketing or other activities to solicit funds for nonprofit organizations. • Sales promotion: direct mail or internet messages announcing special discounts (special airfares, for instance).
Direct Marketing Strategies and Media • One-step approach: medium used to directly get an order. • Two-step approach: one medium may be used to find and screen qualified buyers, second medium designed to generate response (example: broadcast ad describes product, refers consumers to web site for transaction to occur).
Direct Selling. • “Direct personal presentation, demonstration and sales of products and services to consumers in their homes.” Belch and Belch, Promotional Strategy. --Repetitive person-to-person selling: Amway. --Nonrepetitive person-to-person selling: encyclopedias. --Party plans.
