StudentShare solutions
Got a tricky question? Receive an answer from students like you! Try us!

Dissertation example - Direct advertising

Only on StudentShare
Masters
Dissertation
Marketing
Pages 12 (3012 words)
This essay describes the concept of direct advertising and its effectiveness. The direct advertising can be carried out through emails and faxes in which customer directly contact with producer of products and services. There is a clear need for highly targeted marketing within the Internet…

Extract of sample

This "Direct advertising" essay outlines the usefulness of this type of ad for companies and its effectiveness. Applying this kind of marketing approach is not as simple as it looks. The online marketers may understand that marketing online only includes one-to-one promotion. The difficulty may be that the statistical data of the online consumers do not favour relationship building: 88 percent own a home computer and 67 percent of Internet newcomers are male, 39 percent have a college degree and 17 percent live in householders with only incomes of $ 80,000 or more. The reports suggest that the online consumers could be identified as impatient, having no particular allegiance to any particular websites. And more specifically, the online users can be described as ‘switchers’, empowered to choose which site they want to visit so that when encountered with a barrage of on-line advertising, they simply switch to another website. This could subsequently be said that the on-line consumer may not prefer to enter into a relationship. In addition to that, there is a strong perception that a considerable number of online users and consumers believe that they the promotions through direct advertising cannot be relied as the frequency of fraud cases have enhanced to a dangerous level. Given these circumstances, the task of constructing and maintaining long term on line relationships has become a biggest challenge ever faced by the marketers. The key is to secure customer loyalty which would bring increased shareholder value and asset efficiency. ...
Download paper
Not exactly what you need?

Related papers

Advertising and promotion
The business environment is largely influenced by competition and many other challenges and therefore almost all the marketers are considering advertising and promotion as vital communication system, mainly for delivering the brand and other messages to the targeted customers. Both advertising and promotion play pivotal role in the marketing process as they both serve to be effective channels that…
12 pages (3012 words)
electronic advertising.
In the survey the researcher emphasizes on the persuasive power and nature of advertising and how it is able to shift the customer preferences in relation to the products. The purposes of advertisement is to alter the preferences and tastes of the customers and consumers in relation to the products of the established companies and businesses or in relation to the operations of the company…
10 pages (2510 words)
Advertising & Consumers
and Trehan, R. (2011) as advertisement. According to Bishnoi and Sharma (2009), advertisement refers to a persuasive, normally paid for, impersonal communication on services, products or ideas through various media by a specific sponsor. The intention of the advertiser would be to spread ideas on the product and offerings, recognised by Belch, George Edward, Belch, George Eugene & Belch, M. (2006)…
8 pages (2008 words)
Direct and marketing communication
Anthony Menswear preserves a comfortable shopping environment for customers so that it can provide contentment to customers (Anthony Menswear, “Anthony Independent Menswear – Cambridge UK”). The apparel industry in the UK is highly competitive with several big players, and it is vital for Anthony Menswear to revise the marketing system in order to increase the customer base. Managing good…
6 pages (1506 words)
Dell Direct and Not-So-Direct
As a result Dell began to form alliances with retailers around the world to sell Dell products at their stores. Key Marketing Issues Branding – Dell was able to build a strong brand value in the United States, but the company has not been as effective at marketing its brand in other parts of the world. Dell was forced to change its business model to allow retailers to sell its products at retail…
3 pages (753 words)
Advertising promotion
The business plan for the service is that the target market will hire Darla to perform weekly errands like picking up dry cleaning and grocery shopping, or do one-off errands, such as getting shoes or watches repaired or dropping off library books. The idea is that if Darla performs these tasks, these people will be able to relax and spend more time with friends and family, and enjoy other leisure…
4 pages (1004 words)
Types of Advertising
print media may include; the use of magazines, newspapers, brochures, which can be printed and circulated physically to the public. Print media posses a permanent attribute since they can be kept for future use. When starting a business, advertisement is crucial for making the audience aware of the existence of any new product. Goods and services offered to the public can be introduced or…
4 pages (1004 words)