Chapter 14 - Chapter 14 DIRECT MARKETING DEFINING DIRECT...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 14 DIRECT MARKETING DEFINING DIRECT MARKETING -direct marketing- system of marketing by which organizations communicate directly with target customers to generate a response or transaction -Direct-response media- direct mail, telemarketing, interactive TV, print, the Internet, and other media. These media tools are used by direct marketers to implement the communications process THE GROWTH OF DIRECT MARKETING 1. Consumer Credit Cards 2. Direct-marketing Syndicates 3. The changing Structure of American society and the market 4. Technological Advances 5. Miscellaneous Factors THE ROLE OF DIRECT MARKETING IN THE IMC PROGRAM o Combining Direct Marketing with Advertising o Combining Direct Marketing with Public Relations o Combining Direct Marketing with Personal Selling o Combining Direct Marketing with Sales Promotions o Combining Direct Marketing with Support Media DIRECT MARKETING OBJECTIVES DEVELOPING A DATABASE -Database- listing of customers and/or potential customers. -Database-marketing-
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

Page1 / 3

Chapter 14 - Chapter 14 DIRECT MARKETING DEFINING DIRECT...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online