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Direct marketing
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Direct marketing definition
An interactive system of marketing which uses oneor more advertising media to effect a
measurable response at any location, forming a
basis for creating and further developing an
ongoing relationship between an organisationand its customers.
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Reasons for the growth in directmarketing
Figure 18.1
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The range of direct marketingtechniques
Figure 18.2
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Direct marketing techniques
Direct mail - material distributed via the postal
service to a recipients home or business topromote a product/service.
Direct response advertising - standard broadcast
and print media designed to generate a directresponse, e.g an order or personal visit.
Telemarketing - a direct personal, verbal
approach via some kind of written or visual
method.
Mail order - the purchase of products featured in
advertising or selected from a catalogue.
Teleshopping - home based shopping.
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Direct mail - the advantages
Targeting - for example using the post code,
targeted campaigns can be developed using
geographical / demographical criteria.
Personalisation - large numbers of personalised
mailings can be undertaken regularly.
Response rates can be high.
Flexibility of creative scope.
Can hold attention of reader/recipient.
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OHT 18.7
Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Tele marketing
Telemarketing (sometimes known as inside
sales or telesales is a method of direct
marketing in which a salesperson solicits
prospective customers to buy products or
services, either over the phone or through a
subsequent face to face or Web conferencing
appointment scheduled during the call
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Applications of telemarketing
Generate leads.
Screen leads before follow up.
Arrange opportunities for representatives.
Direct sales.
Encourage cross / up selling.
Dealer support.
Account servicing.
Market research.
Test marketing.
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Dos and donts of telemarketing - The dos
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Dos and donts of telemarketing - The donts
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Limitations of telemarketing
Operational issues - requires systems that can
cope with volumes of inbound calls.
Regulatory issues regarding for example
unsolicited mail and cold calling.
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Traditional strengths of mail order
Figure 18.3
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Weaknesses of traditional mail order
catalogues
Lack of speed.
Downmarket image.
Lack of targeting.
Agency system.
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Typical advantages of mail order over retail
outlets
Table 18.7
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Objectives of direct marketing
Direct ordering. Providing information.
Visit generation.
Trial generation.
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Managing a direct marketing campaign