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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.
End of Presentation.