This document discusses the role of direct marketing in presidential election campaigns. It defines direct marketing as a marketing tool that allows businesses to personally reach customers to generate sales or raise awareness of a campaign. Presidential campaigns use direct marketing techniques like targeted messages through different media to select audiences. While direct marketing is cost-effective and allows for relationship building, it can also be viewed as an invasion of privacy and the initial costs of acquiring customers are high.

1. WHO WILL YOU ELECT AS YOUR PRESIDENT ? THE ROLE OF DIRECT MARKETING AND THE CAMPAIGN TO FIND THE NEXT PRESIDENT

2. INTEGRATED MARKETING COMMUNICATIONS

3. AN INTERACTIVE SYSTEM OF MARKETING WHICH UTILISES ONE OR MORE ADVERTISING MEDIA TO EFFECT A MEASURABLE RESPONSE AND TRANSACTION AT ANY LOCATION. Direct Marketing Association (1917)

4. DIRECT MARKETING IS A MARKETING TOOL THAT ALLOWS BUSINESSES TO REACH CUSTOMERS ON A MORE PERSONAL BASIS CAN BE USED BY AN INDIVIDUAL OR ORGANIASITON TO INCREASE GENERATED SALES OF A PRODUCT OR SERVICE OR RAISE AWARNESSS ON A CAMPAIGN EXAMPLE : PRESIDENTIAL ELECTION SMITH AND TAYLOR (2003)

5. MULTIPLE USES COST EFFECTIVE EASE OF MANAGEMENT RELASHONSHIP BUILDING TARGET MESSAGES

6. CONNOTATIONS OF “JUNK MAIL” CAN BE VIEWES AS INVASION OF PRIVACY INITIAL CUSTOMER ACQUISION COST ARE HIGH CAN PROVE BE EXPESIVE FOR A ONE OF SALE

7. CAMPAIGN OBJECTIVES TARGET AUDIENCE SELECTION MEDIA SOURCE SELECTION CREATIVE DEPARTMENT

8. http://www.youtube.com/watch?v=PDsPFakmH5A

9. Medcalf, PM, 2003. Marketing Communications, An Irish Perspective . Hume Avenue Park West Dublin 12: Gill & Miacmillan. Smith,Taylor, PS,GT, 2002. Marketing Communications, an Integrated approach . 3rd ed. 120 Pentonville Road London N1 9JN: Kogan Page Limited. Youtube . (2011). http://www.youtube.com/?v=PDsPFakmH5A . [Online Video]. 01 November. Available from: http://www.youtube.com/watch?v=PDsPFakmH5A . [Accessed: 20 October 2011].

10. CONCLUSION THE GROWTH OF DIRECT MARKETING HAS BEEN FUELED BY: MARKET FRAGMENTATION TAILOR MADE TECHNOLOGY SOPHISTICATED SOFTWARE THE CONSTANT SEARCH FOR COST-EFFECTIVENESS