Direct Response Marketing Essay

The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.

In order for a company to decide what marketing program will work, the company needs to have an understanding of how consumers make decisions. Consumers are quite unpredictable. So what might have worked yesterday or today may not work tomorrow. Therefore the marketers need to constantly improve their understanding of consumers and their behavior and form that adapt their marketing strategies to the changes in consumer behavior.

'Traditional marketing in the business-to-business environment requires very different strategies from those campaigns directed towards the consumer market.' (ExtraVision, n.d., p. 1) 'Consumer competition can be a lot fiercer, with customer loyalty a constant battle.? (ExtraVision, n.d., p.1)

The direct mail messages should sent to consumers more accurately referring to the consumer database. Moreover, its content needs to be more specific and consistent with current promotions in other channels.

DABC is one of the biggest clothes manufacturing located in Melbourne, Australia. The first DABC clothes store was established in 1990 in Collingwood under the name AB Clothes with only 4 staffs. After almost 30 years operating, DABC has become one of the fastest growing Australian brands with now over 80 stores throughout Australia and 3 flagship stores located in 3 Melbourne largest shopping centers. DABC has provided the outfit solutions and is famous with its sharp tailoring, top quality, high competitive model and shiny accessories. It is one of the most searched fashion stores for metropolitan men and women.

Reaching the target audience is a major factor to achieving company strategic objectives. Marketers are key to the organization’s strategic planning especially as they sit down to align marketing objectives

Use our proven scripts for pitching potential clients via cold email, with real-world examples and follow-up scripts, how to handle specific price objections, actual questionnaires used to get inside your customers' heads, upselling existing clients for higher-value work, how to ask for referrals that will snowball your business.

The screen fades in, the actor is portrayed in black and white with solemn expression on his face, his eyes pointed towards the ground as he speaks. Suddenly his “wife” walks up behind him and rubs his back, she suggests that he has a problem as a pharmaceutical name pops onto the screen. Promotion of pharmaceuticals to consumers is referred to as direct-to-consumer (DTC) advertising. In the United States, pharmaceutical suppliers are now the leading communicator of health information to the mass public. Whereas the FDA does oversee the distribution of such media, the question of consumer competency raises concern. Those who support these advertisements suggest the information is beneficial to the consumer. Such advertising does provide crucial

Sometimes it’s not so important that your product fits the exact needs of the segment you target; rather, it’s vital that customers perceive that you do, even if it’s not true. In order to achieve this, the proper amount of advertising and sending the appropriate message are both vital.

“Direct response is "a type of marketing designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements."( http://www.marketingprofs.com/articles/2013/12294/effective-direct-response-marketing-one-shot-vs-campaign#ixzz42uZC9CK1). InvenTel does this with its commercial ads for the Dash Cam Pro. After seeing the commercial, when consumers react to the ad and order the product the company can track how the person heard of the product, and are able to measure how effective the ad is. The company then can change the commercial to a more attention grabbing ads that propel the sale of the

Direct mail campaigns provide you with several opportunities to make an entrance into a new industry market segment or increase sales revenue with your current customer base. You do this by creating postcards, newsletters, brochures, catalogs and other print material that contain a promotional message and a call-to-action that prompts consumers to take further action with your company. Each of these promotional pieces are available in different textures, sizes and style

#1. Direct response marketing is extremely important to building and maintaining a steadily successful photography company.

The Right Target Market One of the most important marketing functions for a firm is finding

As one of the leading companies in the niche market specializing in laundry detergent and fabric care, Tide has to continuously make efforts to differentiate itself from new, emerging competitors. In order to ensure brand image and loyalty are constant amidst the changes in the marketplace, the company could utilize descriptive research. One of the most common approaches to descriptive research is in the form of a survey. Surveys provide an understanding of consumer preferences, dislikes, buying habits, and overall perception of a company or brand, which can then be quantified. As technology continues to advance and communication becomes most effective in the digital form, the company could benefit from an online survey distributed across various segments. Additionally, the company could utilize the mall-intercept interview approach, in which shoppers are stopped and asked to complete a survey. In this scenario, the shoppers are already in the buying process or have already purchased, which ultimately could help the company to understand consumer buying behavior and preference.

Over the last several years the process of reaching out to customers has been continually changing. Part of reason for this is because more people are turning to the Internet as a way to be able to promote their products and communicate to a larger audience. A good example of this can be seen with the election of Barack Obama in 2008, with him using this medium as a way to gain support and funding for his campaign. This allowed him to utilize this new technology to effectively connect with and inform voters about key issues. Over the course of time this helped his campaign to gain momentum. Once this occurred is when he was able to stand out against his rivals through effectively utilizing these tools. (Miller, 2008)