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    A Presentation On Direct Marketing: Presented By: Ajumal. N .K. Alla Bakhash

    Uploaded by

    Iju Ahmed
    Direct marketing involves using media like phone, mail, or personal visits to solicit a response from prospects or customers. It has grown due to factors like credit cards, changing consumer and market structures, and technology. The main goals are to make a sale or obtain sales leads in a low-cost, targeted way by directly contacting customers and using databases. Strategies include one-step approaches that directly obtain orders and two-step which qualify prospects first before completing a sale. Media include infomercials, print catalogs, telemarketing, direct mail and more. Effectiveness is measured by costs, personalization, timing, and flexibility while advantages include selective reach and segmentation capabilities. Disadvantages include rising costs, lack of contact

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    A Presentation On Direct Marketing: Presented By: Ajumal. N .K. Alla Bakhash

    Uploaded by

    Iju Ahmed
    41 views8 pages
    Direct marketing involves using media like phone, mail, or personal visits to solicit a response from prospects or customers. It has grown due to factors like credit cards, changing consumer and market structures, and technology. The main goals are to make a sale or obtain sales leads in a low-cost, targeted way by directly contacting customers and using databases. Strategies include one-step approaches that directly obtain orders and two-step which qualify prospects first before completing a sale. Media include infomercials, print catalogs, telemarketing, direct mail and more. Effectiveness is measured by costs, personalization, timing, and flexibility while advantages include selective reach and segmentation capabilities. Disadvantages include rising costs, lack of contact

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    Direct marketing involves using media like phone, mail, or personal visits to solicit a response from prospects or customers. It has grown due to factors like credit cards, changing consumer and market structures, and technology. The main goals are to make a sale or obtain sales leads in a low-cost, targeted way by directly contacting customers and using databases. Strategies include one-step approaches that directly obtain orders and two-step which qualify prospects first before completing a sale. Media include infomercials, print catalogs, telemarketing, direct mail and more. Effectiveness is measured by costs, personalization, timing, and flexibility while advantages include selective reach and segmentation capabilities. Disadvantages include rising costs, lack of contact

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    41 views8 pages

    A Presentation On Direct Marketing: Presented By: Ajumal. N .K. Alla Bakhash

    Uploaded by

    Iju Ahmed
    Direct marketing involves using media like phone, mail, or personal visits to solicit a response from prospects or customers. It has grown due to factors like credit cards, changing consumer and market structures, and technology. The main goals are to make a sale or obtain sales leads in a low-cost, targeted way by directly contacting customers and using databases. Strategies include one-step approaches that directly obtain orders and two-step which qualify prospects first before completing a sale. Media include infomercials, print catalogs, telemarketing, direct mail and more. Effectiveness is measured by costs, personalization, timing, and flexibility while advantages include selective reach and segmentation capabilities. Disadvantages include rising costs, lack of contact

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    A PRESENTATION ON

    DIRECT MARKETING

    PRESENTED BY:
    AJUMAL. N .K.
    ALLA BAKHASH
    Direct Marketing Defined

    The
    Thetotal
    totalof
    ofactivities
    activitiesby
    bywhich
    whichthe
    theseller
    sellerdirects
    directsefforts
    effortsto
    toaatarget
    targetaudience
    audience
    using
    usingoneoneorormore
    moremedia
    mediafor
    forthe
    thepurpose
    purposeofofsoliciting
    solicitingaaresponse
    responsebybyphone,
    phone,
    mail,
    mail,ororpersonal
    personalvisit
    visitfrom
    fromaaprospect
    prospector
    orcustomer
    customer

    TV
    TV Selling
    Selling
    Radio
    Radio

    Direct
    DirectMail
    Mail
    Telemarketing
    Telemarketing

    Direct
    DirectSelling
    Selling Magazine
    Magazineand
    and Newspaper
    Newspaper
    Growth of Direct Marketing

    Direct
    DirectMarketing
    Marketing Consumer
    Consumer
    Syndicates
    Syndicates Credit
    CreditCards
    Cards

    Miscellaneous Changing
    Changing
    Miscellaneous Structure
    factors
    factors Structureof
    of
    Society
    Society

    Changing
    Changing
    Structure Technological
    Structureof
    of Technological
    Markets Advances
    Advances
    Markets
    Key features
    The main purpose is to make:
    1. a sale
    2. obtain a sales lead in highly targeted but low cost
    way
     Direct contact with customer
     Use of database
     Relationship with customer
    Direct Marketing Strategies

    One-Step
    One-Step Two-Step
    Two-Step

    • The is used directly to obtain • May use one medium to obtain


    medium an order inquiry and qualify prospect
    • Often use 800 number phone • Typically follow up with a
    orders and credit card payment second medium to complete
    the sale
    Direct-Marketing Media

    Infomercials
    Infomercials Telemarketing
    Telemarketing

    Print,
    Print,catalogs
    catalogs Broadcast
    Broadcast

    Teleshopping
    Teleshopping TV
    TVSpots
    Spots

    Home
    Homeshopping
    shopping Direct
    DirectMail
    Mail
    Measures
    Measuresof
    ofeffectiveness
    effectiveness
    Costs
    Costs
    Personalization
    Personalization
    Timing
    Timing
    Flexibility
    Flexibility
    Frequency
    Frequencypotential
    potential
    Segmentation
    Segmentationcapabilities
    capabilities
    Selective
    Selectivereach
    reach
    Direct Marketing Advantages
    Rising
    Rising Do
    DoNot
    Not
    costs
    costs Contact
    Contactlists
    lists
    Content
    Content Image
    Image
    support
    support factors
    factors
    Accuracy
    Accuracy
    Direct Marketing Disadvantages

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