Direct Marketing

1
Direct Marketing

• Spring 2008

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Definition

• Direct marketing is a system of marketing by
  which organizations communicate directly with
  target customers to generate a response or
  transaction. This response may take the form of
  an inquiry, a purchase or even a vote.
• Advertising and Promotion by Belch and Belch 7th
  edition

3
Direct-response Media

• Direct mail
• Telemarketing
• Interactive TV
• Print
• Internet
• Other

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Direct Marketing with

• Advertising Ads with toll-free numbers or
  websites
• Public Relations Fundraising for charities
• Personal Selling Telemarketing
• Sales Promotions Direct mail piece about
  contest or sweepstake
• Support Media Direct mail with promotional
  piece (calendar, key chain, etc.)

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Direct Marketing uses Database Marketing

• Demographic information
• Purchases
• Behavioral information