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Direct Marketing is an invasion of peoples privacy. Discuss this statement Essay Example

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Direct Marketing is an invasion of peoples privacy. Discuss this statement

Means that may be utilized to convey a message to a client may be used in direct marketing, including; direct mail, mobile, email marketing, direct response television, and telemarketing. Direct mail explains messages conveyed to possible donors or clients through the postal service and different delivery services. Direct mail is distributed to clients on the basis of criteria, for example, buying pattern, age, profession, location, income, among others, for example, it may be in the form of a post card with the heading “Lose extra fat in two weeks”. Bulk mailings are a specifically prevalent technique of promotion for organizations functioning in the travel and tourism sectors, home computer, and financial services (Adcock & Al Halborg 2001, p. Advertisers frequently enhance direct mail activities into targeted mailing, in which mail is distributed using database assessment to choose receivers perceived to be most probable to react in a positive way. For instance, an individual who shows preference for swimming may get direct mail for swimming-associated commodities (Adcock & Al Halborg 2001, p.Using mobile marketing, marketers communicate with potential donors and clients in an interactive way through a mobile network or device, for example, a smartphone or cellphone. Forms of mobile marketing messages include mobile applications, multi-media message service, and a short message service. Market communications are sent through mobile applications, audio, videos, and images, and text messages. Email marketing is also becoming the most largely utilized direct marketing techniques. The popularity of email marketing is because it is relatively affordable to send, test, and design an email messages. Email marketing permits marketers to send messages at all times, and to correctly determine reactions (Oguinn 2008, p. For example, Burger King lately developed a mobile Web site so as attract customers to its restaurants. Direct marketing using television may take the short form or the long form. The short form uses advertisements that last for a maximum of 1 minute and asks the audience for a direct reaction. In contrast, the long form lasts for almost an hour while explaining a commodity in depth (Blankenship, Breen & Dutka 1998, p. Telemarketing is another form of direct marketing whereby marketers get in touch with clients by phone. The foremost advantage to business in enhanced lead generation, which assists organizations enhance their customer

References

Adcock, D & Al Halborg, CR 2001, Introduction, marketing: Principles and practice (4th ed.), Prentice Hall, New Jersey.

Blankenship, A, Breen, G & Dutka, A 1998, State of the art marketing research (2nd ed.), McGraw-Hill, New York.

Kotler, P & Keller, LK 2012, Marketing management (14th ed.), Pearson, New York.

Oguinn, T 2008, Advertising and integrated brand promotion. Oxford University Press, Oxford.

Tapp, A 2004, Principles of direct and database marketing (3rd ed.), Prentice Hall, New Jersey.

Baker, M 2002, The marketing book (5th ed.), Butterworth-Heinemann, Oxford.

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preview essay on Direct Marketing is an invasion of peoples privacy. Discuss this statement
  • Pages: 6 (1500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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