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Direct and Indirect Marketing, Sales Promotion and Public Relations

In: Performance Excellence in Marketing, Sales and Pricing

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  • Marc Helmold

    (IU, International University of Applied Sciences)

Abstract

Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. Direct marketing includes a number of traditional marketing strategies that everyone is familiar with. For example, TV commercials are a form of direct marketing. So are billboards, magazine ads, radio ads and telemarketing. That’s not to say that digital marketing can’t be direct. For example, email marketing and PPC advertising are also forms of direct marketing. You’re essentially trying to find and address a specific audience – and you’re trying to get them to take action right away. The following are some of the advantages to such a strategy.

Suggested Citation

  • Marc Helmold, 2022. "Direct and Indirect Marketing, Sales Promotion and Public Relations," Management for Professionals, in: Performance Excellence in Marketing, Sales and Pricing, chapter 11, pages 117-123, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-10097-0_11
    DOI: 10.1007/978-3-031-10097-0_11
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