24210 Chapter Notes - Chapter 14: Direct Marketing, Direct Selling, Telemarketing
Document Summary
Direct marketing: whereby organisations communicate directly with target customers to generate a response and/or a transaction. Inbound telemarketing (customer contacts marketer and then the marketer sells something to the customer: direct selling, personal selling, face to face (e. g. in a retail outlet, online/web selling (e. g. live chats online) Direct marketing media: direct mail (snail and email, catalogues, broadcast media, tv spots, home shopping, print media. Advantages of direct marketing: selective reach lets advertiser reach a large number of people and reduces or eliminates waste coverage, segmentation capability, frequency potential, testing, timing, personalisation, costs more profitable, measurement of effectiveness. Interactive/internet marketing: allows for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time, engaging the customer using newer technologies. Reasons for the rapid adoption of the internet.
