Media strategy for direct marketing may incorporate a logical testing plan with some calculated risk, to exploit a productive campaign as quickly as possible. The media commonly available to direct marketers are direct mail, press coupons, telephone, cable TV, and television and computer networks.
Each of these has its own merits and demerits. Press Coupon is gaining popularity because it is economical and gives quick feedback. The advantage of direct mail lies in its highly individualized communication.
The activities of the firm therefore remains unnoticed by the competitors for a long time. Due to this unique benefit, many new products in the West are launched through direct mail.
Direct markets may use different media depending on the nature of the product and the target audience. Mumbai-based Burlingtons, for instance are currently using mail order catalogue;
Music Today is using direct mail; Shie perfume and Dollop ice-cream use the telephone. O & M Direct had earlier used television to enroll volunteers for the national Literacy Mission Campaign.
In India, teleshopping is an emerging mode of direct marketing. The shape it will acquire in future will depend more on how the current players perform.
In order to increase the visual appeal and make the communication more authentic and believable, the display of products is important; equally important is how and by whom.
TSN has therefore selected hosts whose images go well with the products with the products they present.
So, Priya Tendulkar (of Rajani fame) with her ‘quality conscious housewife’ image demonstrated kitchen appliances, Mandira Bedi with all her charm hosts jewellery shows, and health products are hawked by sports star Mickee Mehta.
These carefully selected hosts add the much-needed zing to mundane selling and buying.
Each of these has its own merits and demerits. Press Coupon is gaining popularity because it is economical and gives quick feedback. The advantage of direct mail lies in its highly individualized communication.
The activities of the firm therefore remains unnoticed by the competitors for a long time. Due to this unique benefit, many new products in the West are launched through direct mail.
Direct markets may use different media depending on the nature of the product and the target audience. Mumbai-based Burlingtons, for instance are currently using mail order catalogue;
Music Today is using direct mail; Shie perfume and Dollop ice-cream use the telephone. O & M Direct had earlier used television to enroll volunteers for the national Literacy Mission Campaign.
In India, teleshopping is an emerging mode of direct marketing. The shape it will acquire in future will depend more on how the current players perform.
In order to increase the visual appeal and make the communication more authentic and believable, the display of products is important; equally important is how and by whom.
TSN has therefore selected hosts whose images go well with the products with the products they present.
So, Priya Tendulkar (of Rajani fame) with her ‘quality conscious housewife’ image demonstrated kitchen appliances, Mandira Bedi with all her charm hosts jewellery shows, and health products are hawked by sports star Mickee Mehta.
These carefully selected hosts add the much-needed zing to mundane selling and buying.