What Is The Role of Direct Marketing In Integrated Marketing Communication?


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Direct Marketing

Meaning:

Direct marketing means selling the product without any middlemen.

 

Definition:

According to the Direct marketing Association (DAM) ,” Direct marketing is an interactive marketing system that uses one or more advertising media to affect a measurable response and/ or transaction at any location.”

 

Role of Direct Marketing in Integrated Marketing Communication

Historically, direct marketing is the first area of marketing communication that adopted an integrated marketing approach. In fact, it would be in appropriate to rename the direct marketing as integrated direct marketing.

One reason that integration placed so well in direct response marketing is because of its factors on the customers. By using databases, companies can become more sensitive to customers warns & needs & less likely to bother them with unwanted commercial message. An authority on the subject has defined Integrated Direct Marketing as a systematic method of getting close to your best current potential customers.

 

 

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