Chapter 15 - IMC: Direct marketing, personal selling, packaging, and sales promotion. After completing this chapter, students will be able to: Explain the importance of relationship marketing and IMC, discuss the benefits and challenges of direct marketing, explain the various types of direct marketing activities,. | Chapter Fifteen IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain the importance of relationship marketing and IMC Discuss the benefits and challenges of direct marketing Explain the various types of direct marketing activities Describe the advantages and drawbacks of personal selling Learning Objectives Identify the elements that must be considered in establishing a trade show program Explain the factors that must be considered in designing packaging Describe the roles that sales promotion can play in a marketing strategy Importance of Relationship Marketing and IMC Companies need to integrate their marketing communications activities with all their other functions To receive consistent messages about the company in the marketplace Integrated marketing communications Building and reinforcing relationships by developing and coordinating a strategic communications program Importance of Direct Marketing to IMC Best way to develop a good database Allows marketers to build relationships by learning about customers Helps choose the prospects they can serve most effectively and profitably Helps companies send discrete messages to individual customers and prospects Importance of Direct Marketing to IMC Offers: Accountability by providing a tangible response Convenience to time-sensitive consumers Precision and flexibility to cost-sensitive marketers Has favorable economics More private Drawbacks to Direct Marketing Bad reputation of being sales oriented Do not get the affiliation offered by some media Clutter Privacy concerns Types of Direct Marketing Activities Direct sales: Selling to customers directly, at home or at work Direct-response advertising: Asks the reader, listener, or viewer to provide feedback straight to the sender Personal . | Chapter Fifteen IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain the importance of relationship marketing and IMC Discuss the benefits and challenges of direct marketing Explain the various types of direct marketing activities Describe the advantages and drawbacks of personal selling Learning Objectives Identify the elements that must be considered in establishing a trade show program Explain the factors that must be considered in designing packaging Describe the roles that sales promotion can play in a marketing strategy Importance of Relationship Marketing and IMC Companies need to integrate their marketing communications activities with all their other functions To receive consistent messages about the company in the marketplace Integrated marketing .
