Boy O Boy

Boy O Boy

  • Submitted By: shylady
  • Date Submitted: 10/26/2008 10:19 PM
  • Category: English
  • Words: 865
  • Page: 4
  • Views: 593

Direct Marketing Direct marketing is marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. Through direct marketing, sellers can closely match their marketing offers and communications to the needs of narrowly defined segments. All kinds of consumer and business-to-business marketers use direct marketing, for example, producers, wholesalers, retailers, nonprofit organizations, and government agencies. Direct marketers employ a variety of communication tools. In addition to old favorites such as television, direct mail, and telephone marketing, direct marketers employ powerful new forms of telecommunications and computer-based media. These tools are often used in combinations that move the consumer from initial awareness of an offer to purchase and after sale service. FORMS OF DIRECT MARKETING COMMUNICATIONS Three of the major forms of direct marketing are direct mail, telemarketing and television marketing. Direct-Mail Direct- mail marketing involves mailing of letters, ads, samples, foldouts, and other “salespeople on wings” sent to prospect on mailing lists. The mailing list is obtained from customers lists or obtained from mailing list houses that provide names of people fitting almost any description, for example, the super wealthy, mobile-home owners, veterinarians, pet owners, or about anything else. Advantages and Disadvantages of Direct Mail Advantages include the following: Direct mail is well suited to direct, one-on-one communication. Direct mail permits high target-market selectivity, can be personalized, is flexible, and allows easy measurements of results. Historically, the most important aspects of direct mail were its ability to precisely target previous customers. If a suitable list was available, it also did a good job of targeting prospects. Disadvantages include the following: The cost per thousand on direct mail is much...

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