SMC CH14

Direct marketing (or direct to consumer – DTC)

Organizations communicate directly with target customers to generate a response or transaction

example of DTC marketing

costco flyers sent through mail

Direct-response media

tools by which direct marketers implement the communication process

The role of DTC in the IMC program

Combining marketing with advertising, public relations, personal selling, sales promotions, and support media

Direst marketing strategies

one-step approach, two-step approach

One-step approach

Medium is used directly to obtain an order.

Two-step approach

Uses more than one medium

Two-step approach steps

first effort, second effort

first effort

screens potential buyers

second effort

generates the response

broadcast media approaches

direct response advertising, support advertising

Direct-response advertising

Sales response for offered product is solicited, through one- or two-step approach

Support advertising

Supports other forms of advertising

Direct selling

Personal presentation, demonstration, and sale of products and services to consumers in their homes

forms of direct selling

repetitive and nonrepetitive person-to-person selliing, party plans

Repetitive person-to-person selling

salesperson visits buyer’s location to sell frequently purchased products.

Nonrepetitive person-to-person selling

salesperson visits buyer’s location to sell infrequently purchased products.

Party plans

salesperson offers products to groups of people through parties and demonstrations

evaluate effectiveness of direct marketing through

CPO, CLTV, RFM analysis