Transcript
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Direct Response
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DIRECT-RESPONSE MARKETING COMMUNICATION
Key Players The DMC Process
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The Key Players
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Marketers
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Agencies & Media Companies
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Customers & Prospects
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The DMC Process
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THE PRIMARY MEDIA OF DMC
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Direct Mail
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Catalogs
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Telemarketing
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Direct-Response Advertising
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The Internet & New Forms of Direct Response
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DATABASES: THE FOUNDATION OF DMC
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Databases Create a Circular Process
• Figure 16.3
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Lists
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DMC TRENDS & CHALLENGES
Integrated Direct MarketingGlobal Considerations in DMCAdvantages & Limitations of DMC
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Integrated Direct Marketing
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Global Considerations in DMC
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Advantages & Limitationsof DMC