1. ADVERTISEMENT FOR A
BICYCLE COMPANY
ADDRESSING TO THE RURAL
CONSUMERS USING THE
DIRECT MARKETING
APPROACH
SUBMITTED BY
SETHULAKSHMY P S
MBA-MACFAST

2. DEFINITION OF DIRECT MARKETING
 “Direct Marketing is the total of activities by
which the seller in effecting the exchange of goods
and/or services with the buyer, directs efforts to
target audience using one or more media(direct
selling, direct mail, telemarketing, direct-action
advertising, catalogue selling, cable TV
selling, mobile marketing etc) for the purpose of
soliciting a response by phone, mail or personal
visit from a prospect or customer.”
Peter Bennet

3. APPROACHES TO DIRECT MARKETING
• Stand-Alone Direct Marketing
• Integrated Direct Marketing
• Peripheral Direct Marketing
Direct marketing can be applied to all three key
business sectors:
• Business to consumers
• Business to intermediaries
• Business to business

5. RURAL MARKETING STRATEGIES
Product
Price
Promotion
Physical
Product Strategies
•New Product Designs
•Sturdy Products
•Brand Name
•Small Unit Packing
•Low Priced Packing

6. METHODS FOR MARKETING IN RURAL
AREAS
• Direct marketing campaigns
• Small advertisements given between the films
in the theatre.