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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

Promotional Strategy

Chapter Fourteen

Direct Marketing

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 Response Media
  • Direct mail.
  • Catalogs.
  • Broadcast media: television, radio.

--Infomercials.

--Teleshopping.

  • Print: order forms.
  • Telemarketing.
  • Electronic teleshopping (internet).
growth of direct marketing
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 marketing5
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
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 communications7
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
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 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.