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Ch. 14, 15 Direct Marketing and Marketing on the Internet Direct marketing is an interactive marketing communication tool that uses one or more advertising media to affect a measurable response and/or transaction at any location. Direct marketing vs. Direct marketing media Direct marketing - the total of activities by which the seller directs efforts to a target audience using one or more media to elicit a direct action response (e.g., a purchase). Direct marketing media Direct Marketing Strategies and Media Direct marketers generally pursue either a onestep approach or a two-step approach in developing media strategies. one-step approach two-step approach Evaluating the Effectiveness of the Direct Marketing Program In addition to some of the effectiveness measures employed by other marketers, direct marketers also employ a measure based on cost per order (CPO). Marketing on the Internet What is Internet? - A worldwide means of exchanging information and communicating through a series of interconnected computers. Features of the Internet Web Objectives One of the primary objectives of advertising on the Internet is to generate sales directly. There are some other objectives. Audience Measurement on the Internet Due to the infancy of Internet, it is still very hard to measure Internet users. Here are a few information sources that are available or soon will be: Nielsen Media Research and Commerce Net IntelliQuest PC-Meter Audit Bureau of Circulations Simmons Market Research Bureau Arbitron Pros and Cons of Internet Advertising As an advertising media, what do you think are the advantages of Internet? What are the potential limitations?