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Survey of Advertising November 26, 2012 Direct Marketing, Personal Selling, and Sales Promotion Understanding Direct Marketing o Direct Marketing is communication that… Generates direct orders Prompts information requests Generates store or business traffic Builds and maintains a customer database o Advantages of Direct Marketing Helps to develop a good database People see themselves as unique Tangible response -> tests campaigns effectiveness Cost effective It’s personal It’s targeted o Disadvantages of Direct Marketing Negative, sales-oriented reputation of direct marketing Enjoyment of visiting retail stores is gone Hesitation to buy goods not seen, touched or tried Privacy concerns (names sold by vendors) Clutter of direct marketing messages (Clutter is an issue for any form of advertising) Lack of prestige of direct marketing media o Strategy Types Direct Sales: Personal direct selling: Face-to-face selling away from a fixed location. E.g. Amway and Avon Telemarketing: Selling and prospecting via telephone Direct-response advertising: Advertising that requires feedback from the viewer, listener, or reader o Direct-mail: Advertising sent directly to prospects via government (USPS), private (UPS), or electronic mail (Yahoo) delivery service o USPS and Customized Market Mail (CMM) o Types of Direct Mail E-Mail How do advertisers combat spam? o Valid email, opt-out option, and “this email is an advertisement” Sales Letters Persuade in absence of a salesman Mailed with brochures, price lists, or reply card, and envelopes Postcards To announce sales, discounts, or generate customer traffic Business reply mail Customers can respond without paying for postage Advertisers pay postage and handling fees when a response is received Self-mailers Direct mail without an envelope Statement Stuffers Ads enclosed in monthly customer statements from department stores, banks, etc House Organs Internal publications that communicate organization news and activities to employees and select external audience E.g. Stockholder reports, newsletters, consumer magazines, etc o Personal Selling What is it? Interpersonal communication process by which a seller ascertains and then satisfies the needs of a buyer, to the mutual, long-term benefit of both parties