Chapter 14 - Chapter 14 The Direct Marketing Association...

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Chapter 14 The Direct Marketing Association defines direct marketing as any communication with a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business. Sales promotion o Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand o Consumer sales promotions may be designed to make consumers aware of a new product, to stimulate nonusers to sample an existing product, or to increase overall consumer demand o Trade sales promotions are designed to increase product availability in distribution channels. Headquarters involvement in sales promotion o Provide a tangible incentive to buyers o Reduce the perceived risk associated with purchasing a product o Provide accountability for communications activity o Provide method of collecting additional data for database Sampling o Provides consumer with opportunity to try product at no cost o May be distributed in stores, in the mail, through print media, at events, or door- to-door Couponing o Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product o Couponing accounts for 70% of consumer promotion spending in the U.S. Catalogs o A magazine style publication that features photographs and extensive information about a company’s products Personal Selling o
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