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Origin
  • came about 15th century
  • 1452 - Johannes Gutenberg - movable type
  • produce inexpensively large quantities of books
  • "Direct" marketing - 1961 - term used
  • comprehensive description of "mail orders" - Leser Wunderman
  • new methods of ordering - via telephone, magazine subscriptions
  • NOW - sophisticated method of distribution - internet
  • orgs can trace purchases + payment behaviour

Gutenberg


large quantities


"Direct" marketing


Leser Wunderbar


telephone


sophisticated


trace

Definition
  • distribution method - transaction - buyer/seller - no intervention - salesperson/retail outlet
  • NOWADAYS - incorporates database usage
  • process - consumer's reactions + transactions are recorded
  • data used as basis for targeting, executing, measuring consumer reactions
  • through interactive marketing system - using advertising media
  • org using these methods - uses direct marketing

salesperson/retail outlet


database usage


consumer reactions


interactive marketing system

Definition (cont)
  • Direct marketing - interactive process
  • marketer/consumer - 2 way com
  • IMPLEMENTED through media - TV, radio, print, telephone, direct mail, internet
  • ABILITY to develop personal + refine relationships
  • matching product/service benefits
  • WITH unique consumer's needs, THROUGH exact targeting, immediate action
  • subtle strategies, measurable responses

interactive process


2 way com


IMPLEMENTED through media


personal + refine relationships


product/service


immediate action


subtle strategies

Two primary objectives of direct marketing
  • establish relationships - request direct/instantaneous response from customers
  • in the form of - purchases, info request, data response - consumers' needs
  • maintain/enhance consumer relationships - irrespective of com mix elements - through which relationship was established

direct/instantaneous response


purchases


data response


maintain/enhance