Direct marketing is an interactive marketing system that uses advertising media to elicit a measurable response. It is characterized by personalization, response mechanisms, transaction capabilities, databases, and measurable responses. Direct marketing allows for quicker sales, better targeting of customers, tailored messages, relationship building, and enhanced profits. Common direct marketing media include direct mail, telemarketing, email, and catalogs. Product placement in films is a form of direct marketing where branded goods are featured in movies and television shows without overt advertising.

1. DIRECT MARKETING

2. Direct marketing definition
An interactive system of marketing which uses one
or more advertising media to effect a
measurable response at any location, forming a
basis for creating and further developing an
ongoing relationship between an organisation
and its customers.

3. Charecteristic of Direct
marketing
• Interactive
(personalization)
• Response mechanism
(tel no., e-mail, bus. Reply …)
• Transaction medium
• Data base
• Measurable response

4. What’s Driving Direct Marketing?
1.
2.
3.
4.
5.
6.
7.
8.
Quicker sales
Better targeting (data base)
Tailored messages
Relationship building
Enhanced profits
Predictable investment & return (DELL)
Less competition
Aide to market research
4
PPT 19-4

5. Characteristics of product for
direct marketing
• Novelty product (Tupper ware)
• Complex product (Insurance)
• Products that have broad appeal but well defined
user base (readers digest)
• Product of High perception value (Mahindra
holidays)
• Product with a high worth of individual sale (bank
products like mutual funds)
• Product that customer may want to buy privately
(sanitary napkins)
• Products that have a greater customer
involvement (luxury homes)

6. DIRECT MARKETING
AWARENESS
INTEREST
DESIRE
ACTION

7. ELEMENTS OF DIRECT
MARKETING
– THE LIST
1.
2.
3.
4.
House list
Response list
Compiled list
List brokers

8. • THE OFFER
• THE MESSAGE
•
•
•
•
Easy message, easy response
Payment option
Time bound offers
Free gifts than discounts

9. Media application in Direct marketing

10. Media Applications in
Direct Marketing




Direct Mail
Telemarketing
E-mail
Catalogs

11. Direct mail
 Advantages
---- Descriptive system, Less
competition, personalize able, In-built
feed back mechanism.
 Disadvantages
---- High cost, Junk mail, Privacy
concerns, Low response rate.

12. Tips for direct mail copy
writers
Format of the body copy
• Problem
• Promise of a solution
• Explanation of the promise
• Proof
• Reassurance
• Call to action

13. • Buy one, Take one free.
• 50% Off, On purchase of Two.
• Two for the price of One.

14. Telemarketing
 Telemarketing Advantages
– The impact of programs is easy to track.
– Experimentation with different scripts and delivery formats is
simple and practical.
– Telemarketing involves live constructive dialogue.
– Contacts can be selectively targeted
 Telemarketing shares many of direct mail’s limitations:
– Very expensive on a cost-per-contact basis.
– Names and addresses go bad as people move, so too do phone
numbers - 15 percent of the numbers called are inaccurate.
– Telemarketing does not share direct mail’s flexibility in delivery
options. When you reach people in their home or workplace, you
have a limited span of time to convey information and request
some response.
– Telemarketing is becoming a highly maligned practice in
consumers.
– By 2007, over 70 percent of US households had registered their
phone numbers with the “Do not call registry.”

15. E-Mail
 Bulk e-mail is known as “spam”
 Fraudulent email know as “phishing”
 However e-mail is an increasingly popular
tool for marketers
 Advantages
– Cheap
– Good response rates
 Netiquette suggests getting consumer
permission to send product information
 Avoid bulk e-mailings

16. CATALOGS

21. Catalog Marketing
• Originally a way to reach rural and “offthe-beaten-path” prospects.
• Nowadays most paper catalogs have
gone digital (i.e. online)
• Expected catalog sales in
2008: $200 billion.
• Advantages and disadvantages
– Paper vs. Online

22. J. Crew’s
catalog makes it
convenient for
customers to
order the
company’s
products from
home
Insert photo 10.8, p. 316
J. Crew catalog cover
phot
Position = 2.9” horiz.,
1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi

23. Kiosk Marketing
• Ordering machines
generally found in
stores, airports, and
other locations

24. Ethics in Direct marketing
• Confidentiality of the personal
information is suspect

25. Direct marketing agencies
• DIREM
• Infomedia India Ltd
• Rushabh Direct Marketing …

26. PRODUCT PLACEMENTS IN
FILMS

27. What is Product Placement?
• Product placement, or embedded
marketing, a form of advertisement,
where branded goods or services are
placed in a context usually devoid of
ads, such as movies, the story line of
television shows, or news programs.

28. How does it work?
• The tendency is to move away from
in-your-face ads, where the product is
the star, to vignettes that feature
"real-life scenarios" with the product
hovering in the background.

29. Objectives & Methods
• New product launching
• Reinforce its brand image or restate
its positioning
• To high light the utility of the product

30. Advantage & Impact of product
placement in Films
• Provides captive audience for
promoting one’s products
• Appears more natural and realistic
• Presented in a clutter free
environment
• Great exposures (viewers see movies
many times)
• Celebrity endorsement cost lot of
money
• Wide audience across different

31. THANK YOU