Marketing Plan (2000 words)

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DIRECT MARKETING SERVICE

Introduction

In order to be able to sell their products and services, companies must use various marketing techniques to get the word out to potential customers. The method by which companies get the word out can vary. Today however there are two main methods of which the American public is very familiar: Direct Marketing and Mass Communications. Nearly all of us are affected in some manner by each of these techniques on a daily basis. Direct Marketing is a marketing method that sends the marketing directly to an addressed recipient. For instance, we experience Direct Marketing on a daily basis when we open our mailboxes and find the post cards and flyers sent by local companies informing us of the products and services that they provide. For example, a few years ago I made the decision to have my pool opened and closed for the season by a local pool company. Now each spring I receive a card in the mail informing me of the upcoming summer along with what I need to do, to sign up for the service, if in fact I am still interested in having my pool serviced. On the other hand, Mass Communications is a method used by marketing companies to get the word out to a large sector of the population. Likewise, Mass communication affects our lives on a daily basis and comes in many different forms. The difference between Direct Marketing and Mass communication is that Direct Marketing is focused and directed towards an individual and Mass communication is not focused, but geared for a generalized segment of the population.

There are various forms by which Direct Marketing can come; the most common is the postcard and flyer types. However there are a number of Direct Marketing types that are not quite as common. For example, each month, we have all received that envelope in the mail that is full of different advertisements consisting of advertisements for products and services across the entire spectrum. Catalogs are another form of Direct Marketing that is seen fairly regularly but which can be a very effective marketing tool. Likewise, Mass communication comes in various forms such as advertisements in newspapers, magazines, television, and billboards. More recently with the advances in technology, the methods by which Mass communication takes place has transformed as well, such as through the use of pop up's and email on the internet. As technology continues to evolve, it can be assumed that companies will find new and innovative ways to use the technology for the use of Mass communication purposes.

Strengths

Direct Marketing provides a great number of benefits for companies. First and foremost, direct marketing can be conducted in a relatively short period of time. The purchasing of a mailing list that provides names and addresses of potential customers, creation of the materials to be sent, and the actual sending of the materials and receipt of responses, can all take place fairly quickly. Certainly more quickly than it would take to develop a traditional ad campaign such as an advertisement that is seen on the television. Direct Marketing also allows ...