Author Question: What is meant by the term direct marketing? What elements have contributed to its growth and ... (Read 96 times)

@Brianna17 · **on:** Jun 29, 2018

What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?

Question 2

Scenario 16.2
Use the following to answer the questions.

The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice.

Refer to Scenario 16.2. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a 50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.
A) viral advertising; primary
B) sales promotion; selective
C) sales promotion; primary
D) product placement; selective
E) product placement; primary

katara · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

According to the Direct Marketing Association, direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. By definition, it is interactive because it attempts to initiate and maintain a dialogue with customers, and it involves multiple forms of media to be most effective.

Some elements that have contributed to its recent growth and popularity are convenience (including time-savings for the consumer); credit cards (including more liberal views about using credit and accumulating debt); toll-free numbers (which make it simpler and more appealing to respond to direct marketing efforts); and computers (allowing for quick response and comparison shopping on the part of consumers, and easy ways to tract and interact with customers on the part of businesses).

The most common purpose that direct marketing serves is to close the sale with a customer. It can also identify prospects for future contacts. And it can be used to engage customers; that is, to seek their advice, give them information, address their concerns, reward their support, or foster their loyalty.

Answer to Question 2

B