It is the presentation related to the various ways/methods of direct marketing the marketors use to inform the products and services and its effectiveness along with the pros and cons

2. DIRECT MARKETING
• Meaning of direct marketing
 It is a direct form of advertising about the product and
services where,
 Businesses and non-profit organizations communicate
directly with the customers through various media.
 The media means can be text messaging, emailing ,
telephonic selling , direct selling , newspaper and
magazines, catalogs, broadcast media.
 It is a marketing campaign that elliminates the
middleman like retailors ,wholesalers, distributors and
many more.

3. • Definition of direct marketing
“Direct marketing is an interactive system of marketing
which uses one or more advertising media to effect a
measurable response and/or transactions at any location.”
---------------- Direct Marketing Association
“The total of activities by which the seller, in effecting
the exchange of goods and services with the buyer, directs
efforts to a target audience using one or more media(direct
selling , direct mail, telemarketing, catalogue seling , TV selli
ng etc.) for the purpose of soliciting a response by phone,
mail or personal visit from a prospect or customer.”
---------------------------- PETER BENNETT

4. REASONS OF DIRECT MARKETING
The main reasons why the direct marketing is popularly being
used are as follows:
1. Due to the technological advancement .
2. Extensively use of technology by the customers .

5. ADVANTAGES of direct marketing
a. Greater accuracy in targeting customers.
b. Competitors are less aware of the activity.
c. Opportunities of effective feedback from
customers
d. Outcomes can be easily measured
e. More powerful communication medium as
it is personalized, relevant.

6. DISADVANTAGES of direct marketing
a) Intrusive perception by the customers
b) Direct marketing is sometimes annoying
and creates apathy in customers
c) Higher initial cost than other marketing .
d) Expensive to maintain the customers
database

7. TYPES OF DIRECT MARKETING

8. 1. TELEMARKETING
Telemarketing is combination of two words: Tele
and marketing .It involves contacting and searching
out potential customers over the phone to sell the
products and services. In this the company or
marketors directly call the customers.
E.G.: Adobe systems,
Kaiser permanente,
Hewlett-Packard are few
companies using such medium
Effectively.

9. 2. DIRECT MAIL
It is a posted mail that advertises the business and
its product and services. It is also called as junk mail
or unsolicited mail that a customer receives through
the postal services. Direct mail is not restricted to
small companies only, it has spread out and used by
the large companies too.
E.G.: General Electrics , American Express, Indian
Airlines , Citibank, India Book House are active users
of direct mail.

10. 3. DIRECT SELLING
It is an effective way to grow a flexible, low cost
business in which independent salesperson sales
products or services directly to customers often at
home or workplace. Door to door selling is a type of
direct selling.
EG.: Amway, Tupperware, HUL, Japan Life India Ltd,
Cutco are the some major direct selling companies.

11. 4. DIRECT ADVERTISING
Direct advertising is the one way communication
and advertising done through the television radio.
The craze of advertising through the television has
extensively increased in the past few decades
whereas radio were used in the 1950s.
EG.: HUL, P&G are the companies that uses direct
advertising as means of advertising their products and
services.

12. 5. PRINT MEDIA
Print media are those types of media which are printed on
the papers or clothes. Magazines and newspapers, pamphlets
are the print media types used for advertising the product
and services. These are the difficult media to use for direct
marketing because these ads have to compete with the other
ads since it is expensive, response rates and profits may be
lower than other media.

13. 6. CATALOGUES
It is another means of direct marketing in which the
complete list of all the products and services along
with their brand, manufacturer, prices, and many
more detailed information is included. It is used in
conjunction with their more traditional sales and
promotional strategies.

14. EMAIL MARKETING
Email marketing is the marketing done through the
electronic mail. In this the company contacts the
customers and clients through the email id. Such
marketing is somewhat used by the company to
contact the potential customers. In this marketing a
frequent mail is received by the customers to update
them about the company’s products and services
along with the various information.