200086 Lecture Notes - Lecture 1: Direct Marketing, Marketing Communications, Permission Marketing

• School: UWS
• Department: University of Western Sydney
• Course: 200086
• Professor: anon

Document Summary

Direct marketing is an advertising strategy that relies on the individual distribution of a sales pitch to potential customers. Mail, email, and texting are among the delivery systems used. It is called direct marketing because it generally eliminates the middleman such as advertising media. Unlike most marketing campaigns, direct marketing campaigns do not rely on advertising in mass media. Instead, they deliver their sales pitches by mail, by phone, or by email. Although the numbers of pitches sent can be massive, an attempt is often made to personalize the message, inserting the recipient"s name or city in a prominent place. The call to action is a common factor in much of direct marketing. The recipient of the message is urged to immediately respond by calling a toll-free phone number, sending in a reply card, or clicking on a link in an email promotion. Any response is a positive indicator of a prospective purchase.