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CHAPTER 16 Notes ADV205 - CHAPTER 16 IMC DIRECT MARKETING...

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CHAPTER 16: IMC: DIRECT MARKETING, PERSONAL SELLING, PACKAGING, AND SALES PROMOTION (PAGE 406) DIRECT MARKETING (PAGE 411) Book Definition: Direct Marketing : A system of marketing in which companies build their own  database of customers and use a variety of media to communicate with them  directly such as those ads and catalogs. Direct marketing objectives DM databases (PAGE 411) Book Definition: Database Marketing : Tracking and analyzing the purchasing patterns of specific  customers in a computer database and then targeting advertising to their needs. Database : The corporate memory of all important customer information: name  and address, telephone number, NAIC code (if a business firm), source of inquiry,  cost of inquiry, history of purchases, and so on. Personal selling (PAGE 416) Book Definition: Personal Selling : A sales method based on person-to-person contact, such as by  a salesperson at a retail establishment or buy a telephone solicitor. 
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