FREE Direct MArketing Essay (original) (raw)

The term Direct Marketing is reputed to have been used for the first time in the 1960s, by Lester Wunderman. For many years direct marketing was synonymous with direct mail and mail-order, probably because these were the most common approaches utilized by direct marketers to sell their products. However, today's direct marketers have a plethora of approaches at their disposal including direct mail, telemarketing, direct response television advertising, door-to-door and the Internet among others. Direct marketers are not confined to the important, though mundane, objective of generating sales.
Direct marketing means there is no intermediary between your organization and your customer it's a one-to-one relationship. It covers everything from coupon response advertising, e-commerce, door-to-door selling (heaven forbid) through to telemarketing and direct mail. Direct marketing always aims to achieve an immediate quantifiable response. Thus its effect can be assessed in a short time period. This distinguishes it from most high profile advertising whose major purpose is to build a brand image that is assumed to result in sales at some time in the future. Direct Marketing is low cost and low risk in the sense that no significant spend has to be made before obtaining proven test results. The cost per 'theoretic' contact may be higher than for mass advertising; but the wastage on uninterested contacts is much less. Each direct marketing promotion provides data that can be used to improve performance of the next. A regular program of tests will not always give positive results, but it will help the learning process for the future.
Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. The concept of direct marketing overriding traditional marketing mix boundaries of distribution and communications has contributed to problems in accurately defining the term.

1. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

2. Direct Marketing

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

3. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

4. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

5. Direct Marketing

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

6. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

7. Direct Marketing

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

8. Direct marketing

What is Direct Marketing? ... In Direct Marketing, we choose the individuals we market to. ... The most common medium for Direct Marketing is postal mail. ... In most cases, Direct Marketing is used to generate a direct response. ... Thus, we need to concentrate on other means of Direct Marketing. ...

9. Integrated Marketing Communications (IMC) Assignment

Response Integrated marketing communication (IMC) basically focuses on advertising, direct marketing, sales, and promotions which are the four main areas of marketing communication (Belch, 2009). ... According to Clow & Baack (2014), IMC integrates all marketing communication tools. ... The Internet creates alternative methods of communication such as social media, online-marketing, database marketing which improve communication between marketers and other stakeholders as consumers spend more time online and even on mobile devices. ... Ikea is one of the organizations that apply IMC with its m...

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