Erasmus students Weblog

From „Marketing Communications” by Jim Blythe (2000) (I.K)
October 27, 2008, 5:08 pm
Filed under: Theory

Direct marketing

The American Direct Marketing Association defines direct marketing as follows:

Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.

Bauer and Miglautsch (1992) offer an alternative definition, accepted by the UK’s Direct Marketing Association:

Direct marketing is a cybernetic marketing process which uses direct response advertising in prospecting, conversion and maintenance.

Direct marketing is not a mass medium: it communicates with consumers as individuals, rather than as a group of segments (Bird, 1993), and it is interactive, meaning that consumers respond directly (and measurably) to direct communications. The communications are targeted (as far as possible) only to those individuals who are likely to be interested in the offering.

Direct marketing relies on having good, up-to-date information about the individuals it seeks to approach. This implies using computer-based systems (sophisticated databases) to record information about potential customers. The other way in which computers contribute is in desktop publishing; tailored, personalised and high-quality communications can be sent out to prospects.


1 Comment so far
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Excellent! Challenging material.

Comment by Angela

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