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IMC- Direct Marketing

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2 views

IMC- Direct Marketing

Uploaded by

arshi siddiqui
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DIRECT MARKETING

• Meaning of direct marketing


❖ It is a direct form of advertising about the product
and services where,

❖ Businesses and non-profit organizations


communicate directly with the customers through
various media.

❖ The media means can be text messaging, emailing ,


telephonic selling , direct selling , newspaper and
magazines, catalogs, broadcast media.
❖ It is a marketing campaign that elliminates the
middleman like retailors ,wholesalers, distributors
and many more.
• Definition of direct marketing
“Direct marketing is an interactive system of
marketing which uses one or more advertising media
to effect a measurable response and/or transactions
at any location.”
---------------- Direct Marketing Association

“The total of activities by which the seller, in


effecting the exchange of goods and services with the
buyer, directs efforts to a target audience using one or
more media(direct selling , direct mail, telemarketing,
catalogue seling , TV selli ng etc.) for the purpose of
soliciting a response by phone, mail or personal visit
from a prospect or customer.”
REASONS OF DIRECT
MARKETING
The main reasons why the direct marketing is popularly
being used are as follows:
1. Due to the technological advancement .
2. Extensively use of technology by the customers .
ADVANTAGES of direct marketing
a. Greater accuracy in targeting
customers.
b. Competitors are less aware of the
activity.
c. Opportunities of effective feedback from
customers
d. Outcomes can be easily measured
e. More powerful communication medium
as it is personalized, relevant.
DISADVANTAGES of direct marketing
a) Intrusive perception by the customers
b) Direct marketing is sometimes annoying
and creates apathy in customers
c) Higher initial cost than other marketing .
d) Expensive to maintain the customers
database
TYPES OF DIRECT MARKETING
1. TELEMARKETING
Telemarketing is combination of two words:
Tele and marketing .It involves contacting and
searching out potential customers over the phone
to sell the products and services. In this the
company or marketors directly call the customers.
E.G.: Adobe systems,
Kaiser permanente,
Hewlett-Packard are few
companies using such medium
Effectively.
2. DIRECT MAIL
It is a posted mail that advertises the business
and its product and services. It is also called as
junk mail or unsolicited mail that a customer
receives through the postal services. Direct mail
is not restricted to small companies only, it has
spread out and used by the large companies too.
E.G.: General Electrics , American Express,
Indian Airlines , Citibank, India Book House are
active users of direct mail.
3. DIRECT SELLING
It is an effective way to grow a flexible, low
cost business in which independent salesperson
sales products or services directly to customers
often at home or workplace. Door to door selling
is a type of direct selling.
EG.: Amway, Tupperware, HUL, Japan Life
India Ltd, Cutco are the some major direct selling
companies.
4. DIRECT ADVERTISING
Direct advertising is the one way
communication and advertising done through the
television radio. The craze of advertising through
the television has extensively increased in the
past few decades whereas radio were used in the
1950s.
EG.: HUL, P&G are the companies that uses
direct advertising as means of advertising their
products and services.
5. PRINT MEDIA
Print media are those types of media which are
printed on the papers or clothes. Magazines and
newspapers, pamphlets are the print media types used
for advertising the product and services. These are the
difficult media to use for direct marketing because these
ads have to compete with the other ads since it is
expensive, response rates and profits may be lower than
other media.
6. CATALOGUES
It is another means of direct marketing in which
the complete list of all the products and services
along with their brand, manufacturer, prices, and
many more detailed information is included. It is
used in conjunction with their more traditional
sales and promotional strategies.
EMAIL MARKETING
Email marketing is the marketing done through
the electronic mail. In this the company contacts
the customers and clients through the email id.
Such marketing is somewhat used by the
company to contact the potential customers. In
this marketing a frequent mail is received by the
customers to update them about the company’s
products and services along with the various
information.
THANK YOU

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