Direct marketing comes in a variety of forms. It is on

Marketing communications can be classified into personal and impersonal methods. Conventional advertising is classified as impersonal and of course selling is personal and involves some form of interaction with a prospect, referred to as a dyadic relationship. This interaction can be at a distance, over the telephone for example. However, most personal selling is carried out on a face-to-face basis and this dimension is a key strength of personal selling. Selling was the focus of the previous chapter, and it was discussed that it is more expensive on a cost per contact basis, but sometimes there is no substitute for a personal approach. Consumers benefit from direct selling because of the convenience and service it provides, including personal communication, demonstration and explanation of products to a higher standard than in conventional stores or through printed media. Home delivery by the salesperson who took the order provides even further satisfaction. This is different from conventional shopping, and cuts out the need for marketing intermediaries, thereby saving customers money.

5. Execution and fulfilment where customer inquiries and orders are acted upon and information on response rates are collected for final post programme analysis

Direct Response Advertising relies on compelling and persuasive material to bring about a specified response. Its objective is not merely to inform, but to bring about a desired specific response, that can be objectively measured. With Direct Response Advertising, creative writers use artwork copy, page layout, plus carefully crafted text, to explain salient reasons to purchase a product or service.

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