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THE COMMUNICATION MIX
DIRECT MARKETING:
Direct marketing occurs when the “producer” connects with the end user
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Direct marketing applies to product and service oriented businesses, and to nonprofit
organizations
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Direct marketing
describes this interactive communication with the end user
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Some direct marketing methods have grown
dramatically, while there is evidence that other direct marketing approaches have
diminished, such as response to direct mail which is often below one (1%) percent
compared to a high of five (5%) more commonly experienced in the past
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Direct marketing is becoming increasingly web-oriented since targeted
audiences are more easily reached
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Prices, offerings and announcements can be easily and
continuously adjusted
 Provides a means of reaching buyers that they could not reach through
other channels
For effective direct marketing to occur there must be a good customer database
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The information could include but is not
limited to geographic region, demography and behavioral data
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Public Policy and Direct Marketing
Unfortunately some marketers who use direct marketing may apply aggressive and shady
tactics when it comes to targeting customers
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Increasingly irritation, unfairness, deception and fraud are becoming a byproduct of
suspect direct marketing practices
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Another problem with direct marketing is the issue of the invasion of a person’s privacy
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With the wealth of information that companies can now collect from digital tracking
online privacy is an increasing issue
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Target groups are children, minorities and the mentally disabled
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There is also a call for
action by marketers to stop privacy abuse before legislation has to step in
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It is very effective at reaching a wide
audience as it allows for repetition of the brand name
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Disadvantages include the fact
that advertising is very impersonal and cannot answer all of a customer’s questions
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 The aim is to inform educate, persuade and remind consumers
 Give the company a competitive edge
 Boosts company image
 Encourage continued usage of the product
 Several methods: eg
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Advertising is carried out systematically by following these steps:
 Setting Advertising Objectives-a specific task that should be accomplished with a
specific target audience and completed within a specific time
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 Setting the Advertising Budget-The money and/ or other resources allocated to a
product or advertising program
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It has two major elements: creating advertising message
and selecting advertising media
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PUBLIC RELATIONS
Public Relations is often seen as more “credible” since the message seems to be coming
from at third party
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The risk of losing control as you cannot
always control what other people write or say about your product
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Builds positive company image
Helps ward off unfavorable comments about the company
Clears up rumors and unfavorable stories
Not paid for directly by the company
Operates on several fronts such as media relations, community relations, internal,
customer, financial and marketing intermediaries
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PERSONAL SELLING
Personal selling is highly interactive i
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it supports a lot of communication between the
buyer and seller
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Relationships can be built up
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The main disadvantage is that it is extremely costly as employing a sales
force has many hidden costs in addition to wages
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Good for passing on complex information to consumers
Personal contact
Very persuasive selling method
Good for relationship building
Interactive (allows for customer feedback at the time and on the spot)
Good for use with unsought goods
Also useful for business clients
Sales message may be adjusted to suit the needs of the customer

Personal selling is the interpersonal arm of the promotion mix
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The salesperson is the individual representing a company to
customers
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Personal selling can prove to be more useful than advertising when it comes to more
complex selling situations
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SALES PROMOTION
Sales promotion can stimulate quick increases in sales by targeting promotional
incentives
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The major disadvantage is that if used over the
long-term, customers may get used to the effect of sales promotions
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Encourages immediate purchase
Encourages retailers to keep stock high
Consumers feel they are getting something back from the company
The incentive to purchase strong
Includes several methods such as coupons, price off’s,
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 It is a short-term method to boost sales temporarily
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Sales Promotion Tools:
Consumer Promotions- promotion tools that are used to generate short term customer
buying and involvement or to improve and enhance customer relationships
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Business Promotions-Promotion tool designed to generate business lead
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