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0809
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The Role of Direct Marketing in the IMC Program
Advertising & Marketing
IMC considers all sources of brand or company contact that a customer/prospect has with a product/service. It is a way to coordinate and manage the marketing communications program to ensure that they give customers a...
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Review of Marketing Plan- Objectives, role of advertising & promotions, Competitive analysis, assess environmental influences.
Analysis of Promotional Program Situation-
Internal Analysis
Promotional dept. orgzn.
Firm’s ability to implement
promotional...
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Types of Direct Marketing
Direct marketing can be applied to all three key business sectors:
• Business to consumers
• Business to intermediaries
• Business to business
Approaches to Direct Marketing
Stand-Alone Direct Marketing
This could be regarded as the “ultimate" Direct...
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Elements of Direct Marketing Program
Establish your market objective:
Estimate the size of the market. There are two ways of doing it- (i) increased conception of existing users
(ii) increased conception of the market.
Evaluate the market place:
(i) Business...
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Principles of Direct Marketing
There are eight key principles of direct marketing & they are as follows:
Planning your marketing activity: All direct marketing should form part of a controlled marketing strategy, which has been produced as a result of market and competitor analysis and in...
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Sale of products/Services
Lead Generation- People who respond to DM or are interested.
Lead Qualification- A prospect
Establishing & Maintaining Customer Relations.
SUSPECTS
PROSPECTS
CUSTOMERS
CLIENTS
ADVOCATES
Direct Marketing- Direct contact with...
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Direct Marketing Disadvantages
Image Factors- Direct marketing suffers from poor image factors. Direct mail is often treated as junk mail. Direct-response ads on TV are often low-budget ads for low-priced products.
This contributes to the image that something less than the best products are...
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Direct Marketing Advantages
Selective Reach- DM reaches a large number of people, reduces waste coverage, and targets consumers with the highest potential.
Segmentation Capabilities- Direct marketers maintain lists of recent product purchasers, car buyers, property buyers, bank-card holders...
advantages
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Decision Variables in Direct Marketing
For Direct Marketing, the following variables are associated with making program decisions:
1. Offer
2. Creative
3. Media
4. Timing/sequencing
5. Customer service
Offer: The ‘Offer’ is the complete proposition made to a prospective customer by the...
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Benefits of Direct marketing
Home shopping- hassle free & fun, convenient.
Saves time.
Introduces a customer to a large variety of products at a time.
Comparative shopping is possible by browsing through mail order catalogues & online shopping.
Can order goods for ourselves & others also...
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MASS MARKETING
Average customer
Customer anonymity
Standard product
Mass production
Individualized distribution
Mass advertising
Mass promotion
One way...
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Competencies of Direct Marketing
Direct marketers seeks to persuade people to buy products or services, like other forms of promotion. Virtually, all of direct marketing’s special competencies derive from the fact that the communications are directed at specific individuals and not at mass...
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WHY DIRECT MARKETING?
The environment has become more complex.
Bargaining power of the consumer has increased.
Market has become more competitive.
Cost of marketing a product has increased. The retail shelf cost at outlets in major cities is costly.
Advertising budgets are high.
Less...
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Changing Market Place:
Growth of delivery systems and media fragmentation.
Affordable computing power & growth of databases (databases used for future purpose of
marketing).
Changing Role of Direct Marketing & Business focus:
Building & maintaining customer relationship
Increasing...
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Direct marketing is a system of marketing by which organizations directly communicate with the target customer/s to generate a response or transaction. This response may take the form of an inquiry, a purchase or even a vote.
“Direct Marketing is the total of activities by which the seller in...
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NAOMI WOLF: BEAUTY MYTH
Naomi Wolf (born November 12, 1962) is an American author and political consultant. With the publication of The Beauty Myth, she became a leading spokesperson of what was later described as the third-wave of the feminist movement. She remains an advocate of feminist...
Critique of Society:Vance Packard
He wrote a number of books on social issues, like Advertising, Consumerism and Creating artificial need
Some of his important books are “The Naked Society”, “The Waste Makers”, “People Shapers”, and, “Hidden Persuaders”
In Hidden Persuaders, he tries to show...
Critique of the society: Jean Kilbourne
She was a writer writing mainly about alcohol, tobacco and women
As per her, the average citizen of a metro gets about 800 ads in one day, but remarkably, most of us believe that we are NOT influenced by the ads.
Some of her important books are “Killing...