Question

Write 2 full paragraphs (4 sentences per paragraph) for each question.

10 points = quantity

5 points = quality

1. Define direct marketing.
2. Choose a company and give an example of how they use direct marketing as an effective marketing tool.

Answer 1

Direct marketing is a form of advertisement where business organisations can communicate directly with their customers with the help of cell phone, text messaging ,web sites, emails,online advertisements, magazine advertisement,newspaper advertisement, promotional letters, fliers etc.Direct marketing is attractive to many organizations because of the fact that the results of direct marketing can be measured directly which is otherwise not possible in general advertisement.

The benefits of direct marketing is that it helps to promote products or services which are not known to consumers. Inspite of the fact that the results of direct marketing is measurable, many companies are still using general advertisement.Products or services which are advertised with attractive offers,supported with proper communication and delivered through proper marketing channels to customers,can bring very effective cost of acquiring the product.

There are many companies which use direct marketing as an effective tool for marketing . In today's digital age , direct mails are often overlooked in comparison to other digital direct marketing strategies.But companies like IKEA, which is a Scandinavian company , often integrated its direct mail with digital channels.IKEA has innovative ways to market their product.

While trying to promote their Lack side table, a 3 D version of the table popped up as soon as one opened the magazine insert. IKEA is master of direct mail and their catalog is of magazine quality.They send out regular catalogs to their customers.There is enough proof that a well executed direct mail can give an impetus to online and retail store sales.IKEA has also used cool posters in one of their campaigns..