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The Role of Direct Marketing in the IMC Program

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The Role of Direct Marketing in the IMC Program
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Sunanda K. Chavan
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The Role of Direct Marketing in the IMC Program - November 1st, 2010

The Role of Direct Marketing in the IMC Program

Advertising & Marketing

IMC considers all sources of brand or company contact that a customer/prospect has with a product/service. It is a way to coordinate and manage the marketing communications program to ensure that they give customers a consistent message
about the company and/or its brands.

Consumers’ perceptions- a synthesis of the bundle of messages they receive- media advertisements, price, package design,
direct marketing efforts, publicity, sales promotion, websites, POP displays & the store itself.
IMC is a centralized messaging function.

The Promotional Mix consists of :
Advertising
Direct Marketing
Internet Marketing/ Interactive Marketing
Sales Promotion
Publicity/ Public Relations
Personal Selling
Combining Direct marketing with Advertising:

Direct Marketing is a form of advertising through mail, print or TV- Direct response ad.
Combining Direct Marketing with Internet/Interactive:

Direct marketing makes use of online promotions through websites, interactive CDs/DVDs/kiosks to

seek a response or complete a sale. Online catalogues promote the product/service to elicit a response.
Combining Direct Marketing with Public Relations/ Publicity:

Public relations activities and Publicity oriented activities employ direct marketing & direct response techniques.
Combining Direct Marketing with Personal Selling:

Telemarketing & direct selling is an aspect of Personal selling. In multi-stage selling, direct mailers are used to invite prospects or after direct selling efforts, direct mailers are sent as a follow-up & reminder.

Combining Direct Marketing with Sales Promotion:

Direct mailers inform a prospect of sales promotion events/activities or invites a prospect by way of contests & prizes & gifts as incentives. In sales promotion implementation, direct marketing tools are employed to inform customers.
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Re: The Role of Direct Marketing in the IMC Program - May 30th, 2015

Direct marketing is the another part of the giant marketing,giant because everything which we used to communicate or tries to convey our message is a part of marketing.The main function of direct marketing is that it generate direct response and attack on the subliminal subconscious mind of the consumer.
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