What is Direct Marketing?
The Direct Marketing Association (DMA) defines direct marketing as an interactive system of marketing which uses one or more advertising media to effect a measu
List two (2) factors that have increased attractiveness to direct marketing
1. Consumer credit cards. 2. The changing structure of American society and the market. 3. Technological advances. 4. Miscellaneous factors.
These are all types of Direct Response Media, except: A. Direct Mail B. Telemarketing C. Interactive TV D. Advertising
D- Advertising
How has Direct marketing been combined with Public Relations?
1. Private companies solicit funds by using telemarketing 2. Companies include toll-free numbers or website URLs in ads
What are the two (2) types of personal selling methods used in direct marketing?
1. Telemarketing 2. Direct selling
TRUE/FALSE: All direct marketing techniques seeks a behavioural response?
False
What are the approaches used in direct marketing?
1. One- Step Approach 2. Two- step approach
What is the one- step approach?
In the one-step approach, the medium is used directly to obtain an order.
TRUE/FALSE: All the following are forms of direct selling: 1. Repetitive person-to-person selling 2. Nonrepetitive person-to-person selling 3. Party Plans
True
State two (2) main advantages of direct marketing:
1. Accuracy Dependent 2. Image Factors 3. Do Not Call List
List two (2) disadvantages of using direct marketing:
1. Personalization 2. Costs 3.Timing
