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Various methods of media that is being used in direct marketing

Extracts from this document...

Introduction

1 Introduction This report is on the various methods of media that is being used in direct marketing. A list of these Medias was given in which two are researched on and comment on their min applications in direct marketing. Each media should contain its advantages and disadvantages as well as its application in direct marketing. Direct marketing can be defined as '...a promotion mechanism that allows focused messages to be received by a targeted audience. The main difference between direct marketing and other promotion is that you can closely qualify your audience to deliver a message and other promotion is that you can closely qualify your audience to deliver a message that appeal to their specific needs.' <http://www.leveltendesign.com/kb/terms/direct_marketing.php, 9th April, 2005> Direct marketing is basically selling the products directly to the consumers without having to go through any distribution channel. It is either to inform or to educate the consumers with the product that is being introduced, also to maintain the relationship with the consumers so as to obtain brand loyalty. To have a successful direct marketing, it must have the right media that gives information to the consumers about the product or service provided by the company. Among the list of media given, we have chosen television and telemarketing. The most obvious reason for choosing these Medias is because of its cost and availability. Both television and telemarketing are cheap and are easily accessible as almost everyone around the world owns at least one television set and a telephone. ...read more.

Middle

There is always a risk of no feedback as the company invests a lot but the returns are not as profitable as they imagined. In the end it depends on their product whether it is sellable or not. 3.2 Telemarketing Telemarketing is another media that is being used in direct marketing. It is an effective system for introducing a company to a prospect and setting up appointments. This type of media is by telephoning the customer directly. The marketers get a response on the spot from the customer therefore it is a faster responding type of media. It is effective because the marketers are able to persuade the customers into buying the product or services that the company provide. There are several forms of telemarketing out of which are outbound telemarketing, inbound telemarketing and voice messages are the most popular amongst them. Outbound marketing is by calling the customers directly by using the auto diallers and predictive diallers which allows the call centres to call a large number of customers. Whereas, inbound telemarketing is different from the outbound marketing as this occurs when the customer calls centre about promotions or offers made by the company. Lastly, is the voice message where the company leaves a message at the customer's answering machine. 3.2.1 Advantages The advantage of using telemarketing is that it is an interaction between the customer and the marketer. So, that when a customer has questions or concerns about the product or service, the marketers are able to answer them on the spot. ...read more.

Conclusion

The ratings for TV3 is much higher compare to TV1, TV2, 8TV and NTV7. 5 Conclusion In conclusion, the chosen media's which is television and telemarketing has brought an impact on direct marketing. It has helped improve the business so therefore it proves as a good use for direct marketing. Both of the chosen Medias have its advantages and despite its disadvantages statistics shows that they are very effective and can be easily used in direct marketing. Among the advantages mention was the low in cost which makes marketers to choose these two Medias. Also, it is found that there is at least one television set and telephone in each household around the world which makes the customers and the marketers get closer through these Medias. It was known that television is a common tool used by any company because of the facts mentioned earlier. With new technology development from the black and white television set to today's colour television, marketers tend to use television as their marketing tool. Also, it has been proven that this is quite effective and with the use of telemarketing marketers are able to deal with the customers questions on the spot. Although to some customers telemarketing could be annoying to them because the marketers call them up offering their products and services. Using both television and telemarketing together as a marketing tool proves to be a good combination. Reference: http://www.leveltendesign.com/kb/terms/direct_marketing.php, 9th April, 2005 http://en.wikipedia.org/wiki/Television#TV_sets, 9th April, 2005 http://en.wikipedia.org/wiki/Internet, 10th April, 2005 http://www.dmthai.com/Dm_2004/present/dmthaibasics.ppt#3, 17th April, 2005 http://www.findarticles. ...read more.

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