Essay On Direct Response Marketing

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academic marketing programmes should deliver, and of the usefulness of academic marketing journals. A contribution by McCole (2004) emphasized the need for academics to understand recent changes in both the concept and function of marketing and how, in the real world, marketing is carried out. Traditional teachings, he asserted, had to be revised (though not discarded), with marketing texts reflecting contemporary thinking and developments in the field. 2.4.3 Advertising Advertising consists of paid presentation and promotion ideas, products, programs, or services, whether in magazines or newspapers, television, radio, billboards, bus card, direct mail, open days, events, exhibitions, speeches, or other mediums. Technological advancements have …show more content…

Direct-response marketing is any advertising that invites the recipient to contact the seller directly through a toll-free number, a mailing address, or a business reply card. It involves communicating with consumers through television (commercial or infomercial), radio, magazines, and newspapers (Berry and Wilson, 2004). Consumers who have previously supported a social cause through donations of time or money are most likely the targets of repeat mailings soliciting ongoing or increased support. Although not necessarily suitable for all small-businesses, direct response TV works well for entrepreneurs who cannot obtain retail shelf space or whose unknown products would languish on the shelves (Gordon, 2002). The downside is that TV advertising costs are relatively high. Radio and print direct response advertisement can be effective depending on the content with costs lower than TV ads, but relatively higher than other direct marketing forms previously reviewed. Typically, direct response marketing requires outsourcing the development and delivery of message content. For TV and radio, this would involve actors, production, and studio facilities. Control over resources required to implement magazines and newspaper, direct response would be higher than TV/radio, but still relatively low compared to other direct

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