MEDIA USED IN DIRECT MARKETING Marketers implementing these Direct Marketing
Programs must communicate information and arguments to consumers.
1. Direct-Response Advertising Advertising that asks the receiver of the message to act
Verbal Support The use of voice characteristics, examples and anecdotes, and comparisons
and analogies to make sales dialogue interesting and understandable.
1. Voice Characteristics - The pitch and speed of speech, which salespeople
should vary to emphas
Sales Promotion Use of innovative techniques that create a perception of greater brand value
among consumers or distributors.
Based on the audience for the message, Sales Promotion falls into three categories:
1. Consumer-Market Sales Promotion Sales prom
Cost Per Inquiry (CPI) Number of inquiries generated by a direct-marketing program divided
by the programs cost.
Cost Per Order (CPO) Number of orders generated by a direct-marketing program divided by
that programs cost.
DATABASE MARKETING This is the on
Direct Marketing An interactive system of marketing, which uses one or more advertising
media to affect a measurable response and/or transaction at any location. The components to this
definition are explained below:
Growing Use of Sales Promotion There are several reasons why many marketers have been
shifting funds from mass-media advertising to sales promotions:
1. Demand for Greater Accountability The immediate effects of sales
promotion are easier to document rega