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The Role of Direct Marketing in the IMC Program

The Role of Direct Marketing in the IMC Program

Discuss The Role of Direct Marketing in the IMC Program within the The Principal and Practice of Direct Marketing forums, part of the BMM Paradise for Bachelors in Mass Media category; The Role of Direct Marketing in the IMC Program Advertising & Marketing IMC considers all sources of brand or company ...

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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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