Direct Marketing

Q1: Direct Marketing and Its Targets

Direct marketing is a form of advertisement that seeks to communicate directly to the intended consumers of a product or a service. There are different channels that can be used for direct marketing. The television or TV is one such platform. This platform allows non-profit and for –profit organizations increase their sales by communicating to the consumers at the right time. These organizations often design their marketing advertisements in such a way that they appeal to the target market. The commercials played on the TV always endeavour to call the consumer to act (Stokes, & Lomax, 2008). The commercials are often aired at the prime times that the target market is watching telly. For instance, commercial targeting children were aired during cartoon times while other commercials targeting the whole family is aired during prime time when the whole family is watching.

Q2: Success of Direct Marketing

Direct marketing is considered successful because of its ability to reach directly to the target market. The benefit of this form of marketing lies in the fact that the seller of the goods or services communicates directly to the buyer or consumer without the need of an intermediary. Another reason behind the success of direct marketing is its call to action. The commercials used on TV and radios or the mails and emails delivered to the target market are fashioned in a way as to inspire the buyer or consumer to buy the product at that particular time. Most of these adverts are often repeated to create a lasting impression in the mind of the consumer. This ensures that the commercials used in the direct marketing campaigns transform into increased revenues to the seller (Broderick, 2008). Some examples of direct marketing include TV and Radio commercials, telemarketing, Newspapers ads, among others.

References

Broderick, A. (2008). Direct marketing in a multi-channel context: challenges for research in multi-channel marketing. Direct Marketing An International Journal, 2(2). Emerald Group Publishing Limited.

Stokes, D., & Lomax, W. (2008). Marketing: A brief introduction. S.l: Thomson.