chapter10
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Contemporary Advertising, 11e
Relationship Building:
Direct Marketing, Personal
Selling, & Sales Promotion
The importance of relationship marketing
and how to integrate marketing
communications
with advertising
Chapter
10-3
Chapter 10 Objectives
Discuss the importance of
relationship marketing & IMC
Define direct marketing
and its role in IMC
Explain the importance of
databases to direct marketers
Discuss the IMC role of
personal selling
Describe the advantages &
drawbacks of personal selling
Define sales promotion
& its importance as a
communications tool
Explain push and pull
strategies & give
examples of each
Identify benefits & drawbacks
of sales promotion
10-4
By Using
Linkage
Media
Understanding Direct Marketing & Its
Role in IMC
Direct marketing is communication that . . .
Generates
Store or
Business
Traffic
Generates
Direct
Orders
Prompts
Information
Requests
(Leads)
Builds &
Maintains a
Customer
Database
Data
Management
Data
Access
Reach
Frequency
Monetary
10-5
Understanding Direct Marketing & Its
Role in IMC
Largest U.S.
direct-response
agencies
Insert ex. 10-1, p. 310
Direct-response agencies chart
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi