DIRECT MARKETING

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DIRECT MARKETING INTERNET
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DIRECT MARKETING

• DEFINITION-A system of marketing by which
  organizations communicate directly with the TM to
  generate a response.
• REASONS FOR GROWTH
• CREDIT CARDS SYNDICATES
• 90s SOCIETY CHANGING VALUES
• TECHNOLOGY BETTER IMAGE
• SOPHISTICATED MKT

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DM AND INTEGRATED MARKETING COMMUNICATIONS-synergi
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• ADVERTISING-Direct-response offer in an ad
• PR-Telemarketing to get funds-WJHU
• PERSONAL SELLING-Telemarketing
• SALES PROMOTION-Sweepstakes

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STRATEGIES MEDIA DIRECT

• STRATEGIES
• ONE-STEP-Obtain an order
• TWO STEP-First step is to screen
• MEDIA
• DIRECT MAIL -ELECTRONIC SHOP
• CATALOGS -TELEMARKETING
• BROADCAST -PRINT
• INFOMERCIALS -TELESHOPPING
• DIRECT SELLING-Tupperware party tonight!

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PROS AND CONS

• PROS
• Sel.. REACH
• SEGMENTATION
• FREQUENCY
• FLEXIBILITY
• TIMINGPERSONAL.COSTSMEASUREMENT

• CONS
• JUNK-MAIL IMAGE
• POOR LISTS
• CONTENT SUPPORT POOR MOOD
• COSTLY

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INTERNET

• OBJECTIVES
• STRATEGIES
• ADVANTAGES
• DISADVANTAGES
• CASIE AWARDS-Award given for outstanding
  interactive advertising and web sites.
• WWW.covergirl.com
• www.kraftfoods.com