Integrated Communication Marketing - Assignment Example

Running Head: Direct Response Marketing Direct Response Marketing s Direct response marketing like personal selling, guerilla marketing, email marketing, mobile marketing, and event based marketing, etc help to target the right audience and this is an effective methodology to attain customers; however the methodology has certain drawbacks as well. Following is discussed about the method from different perspectives:Responded Methods of Direct Marketing Direct marketing methods may well gain the response of a potential customer if dealt rightly (Clow and baack, 2012).

Email marketing goes flat most of times due to spamming while mobile marketing and event based marketing are the ways that are most responded due to right targeting and personal attention. Most Influencing Methods The most influencing method is the one that converts potential customer to an actual customer (Castronovo and Huang). Event based marketing is the method that has influenced most on the purchasing decision. The reason is attention gained by the sellers and also the right customers being targeted through the well designed events.

The method is though costly as compared to other ones but is accurate. Least Influencing Methods The methods that are very common, spamming and random are least influencing methods (Castronovo and Huang). Such methods include email marketing which does not necessarily target the potential customers and the people usually ignore such marketing messages. More than the method, the designed message and the way render it most or least influencing.Purchased Decision Mobile marketing influenced once resulting in purchase decision.

The message was about the internet package being offered by the marketing personnel. However it was a random message but hit the head’s nail. At another instance at a sports event, the message regarding soccer kit resulted in purchase decision. As a consequence, the marketing methods are successful that target the right chunk of potential customers with appropriate message seeking more attention. ReferencesClow and Baack (2012) Integrated Advertising, Promotion, and Marketing Communications 5th edition.

Castronovo, C. and Huang, L. Social Media in an Alternative Marketing Communication Model