Marketing

Subject: Marketing

Topic: Direct marketing

Direct marketing is aimed directly at the customer, so bringing the promotional activity straight to the target audience e.g. direct mailing or door-to-door sellers.

Examples of business than rely on direct marketing are:

QVC (TV Selling)

Boden (clothes from catalogues)

Sunday Times Wine Direct (wine through flyers in newspapers)

Direct marketing has the following advantages and disadvantages:

Advantages	Disadvantages
No intermediaries (e.g. retailers) to take part of the profits	Costs of distribution of promotional material
Producer can control own marketing	Costs of making distributional material (e.g. catalogues for Next)
Chance to reach customers who would not have gone to the shops

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