Communications Tools a Direct marketing is intended to elicit immediate and measurable responses to direct-response advertising, telemarketing, and direct selling Direct mail depends on acquiring mailing lists that target the intended audience Effective direct mailing require extensive planning of materials, format, and mode of mailing o The Internet A presence on the Internet is a necessity that can expand marketing communications world-wide With low costs Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-11 Communications Tools Direct marketing • is intended to elicit immediate and measurable responses to direct-response advertising, telemarketing, and direct selling. • Direct mail depends on acquiring mailing lists that target the intended audience. • Effective direct mailing require extensive planning of materials, format, and mode of mailing. The Internet • A presence on the Internet is a necessity that can expand marketing communications world-wide with low costs
Trade fairs and Missions Types of international trade events Trade missions Seminar missions Solo exhibitions Video catalog exhibitions Magnitude: Over 16,0000 trade shows generate $50 billion in business annually Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-12 Trade Fairs and Missions Types of international trade events • Trade missions • Seminar missions • Solo exhibitions • Video / catalog exhibitions Magnitude: Over 16,0000 trade shows generate $50 billion in business annually