Direct advertising is a strategy that allows companies to reach consumers without intermediaries. It includes various tools such as direct mail, email ads, telemarketing, voicemail marketing, and television marketing. Direct advertising differs from indirect advertising, which motivates consumers to seek out products from local outlets. However, direct advertising is not always well-received, with unsolicited email and direct mail being considered spam and junk mail, respectively. Telemarketing and voicemail marketing are also seen as intrusive by some.
Direct advertising is a strategy aimed at reaching consumers without the need for some kind of intermediary to make the connection. Also known as direct marketing, it involves using various sales and marketing tools to give consumers the opportunity to do business directly with the company. To achieve this, direct advertising can take many forms.
The process of direct advertising contrasts with indirect advertising or marketing strategies which tend to focus on advertising and marketing goods and services in a way that motivates consumers to seek out those products from local outlets. An example of indirect marketing would be magazine advertising advertising a product while noting in the body of the ad that the product is sold in quality stores everywhere. Instead of dealing directly with the manufacturer, the consumer purchases the product from a local or online retailer.
One of the most commonly recognized types of direct mail is direct mail. Here, the manufacturer sells directly to the consumer by creating a postcard or other piece of mail that is delivered by the postal service. The advertisement illustrates the benefits of buying the product and offers the customer the opportunity to make the purchase directly, by accessing a website or by replying by mail. Many businesses use direct mail as a means of generating mail orders and eliminating the need to sell products through a third party.
Email ads are another example of this type of advertising. Just as with direct mail messages delivered by mail, email advertising involves delivering an inquiry to a prospective buyer via email directly to the consumer. Usually, the consumer has the opportunity to be redirected to a website to learn more about the product or can go directly to a web page and place an order. In some cases, the email announcement may include a toll-free number to call to place your order or get more information.
Telemarketing and voicemail marketing are also examples of direct advertising. These marketing strategies are based on the direct audio connection with the consumer. In the case of telemarketing, agents invite consumers and attempt to engage them in a dialogue which will involve placing an order. Voicemail marketing is more passive as the consumer receives a canned audio message that can be listened to at will. The voicemail approach usually provides a phone number to call for more information or to place an order.
Television marketing is also a popular approach to direct marketing. Companies prepare what is known as an advertisement or informational advertisement promoting their product line. During the transmission of information, the consumer is provided with information on how to contact the business and place an order. As with all forms of direct advertising, television marketing minimizes or even eliminates the need to sell the product through outlets.
Direct mail is not always looked upon favorably. Unsolicited email solicitations are considered “spam” and are generally considered a nuisance. Similarly, direct mail is seen as generating what is known as “junk mail”. Telemarketing has a number of detractors who find the approach too intrusive. Even the passive approach of voice advertising is seen by many as invasive and unwelcome.
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