Promotional Strategy Chapter Fourteen Direct Marketing.

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Presentation transcript:

Promotional Strategy Chapter Fourteen 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.

End of Presentation.