Management and Organizational Studies 2320A/B Chapter Notes - Chapter 17: Direct Response Television, National Do Not Call Registry, Direct Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Kevin Thompson

Document Summary

Direct marketing: consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships: communicate directly with customers, often on a one to one interactive basis. Forms of direct marketing: direct-mail marketing. Sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address. High target market selectivity, can be personalized, and allows easy measurement of results: catalogue marketing. Direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online. Despite the advantages of web-based catalogues, as our overstuffed mailbox may suggest, printed catalogues are still thriving. One of the best ways to drive online sales. Paper catalogues can also create emotional connections with customers that web-based sales spaces simply can"t. Catalogue marketing printed and online has grown explosively during the past 25 years: telephone marketing. Using the telephone to sell directly to customers.