MKTG204 Lecture Notes - Lecture 11: Sales Promotion, Direct Marketing, Ibm Db2
6 Nov 2018
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Document Summary
It includes a direct call to action, frequently offering an incentive in the form of a sales promotion. It is often used in a two-step selling approach, where two different medium are used. Using direct mail to attract potential customers to a gallery and then personal selling to sell face to face at the gallery. It is a versatile tool that can be combined with other imc tools to increase efficiency. Direct marketing is a powerful tool, but can be misused by: Varying the message with no consistent "look and feel" All of a firms impound marketing assets (e. g. websites, e-commerce facilities, social media) should be well branded and in "harmony" A temporary incentive used to encourage consumers to buy the product or service now (of in their next purchase cycle) and to gain the support of channel members (that is, resellers and others involved in selling to end users)
