No matter whether in the newspaper while having breakfast, in the radio on the way to work, in the afternoon when looking through the post or in the evening while relaxing by watching TV… everywhere we are overwhelmed with advertising. In the course of this we encounter media of classical marketing and of direct marketing.
In this seminar paper the area of responsibility of direct marketing should be shown. The readership shall get a perspective over the instruments, areas and possibilities of use, as well as realize the difference to the classical marketing.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Definition
- 1.2 The history of direct marketing
- 1.3 Delimitation of the classical marketing
- 1.4 Objectives of direct marketing
- 2 Importance of direct marketing
- 2.1 For the companies
- 2.2 For the customers
- 3 Instruments of direct marketing
- 3.1 Classical media with elements for response
- 3.2 Not addressed advertising mail
- 3.3 Addressed advertising mail
- 3.3.1 Mailing
- 3.3.2 Other media
- 3.4 Telephone marketing
- 3.4.1 Active telephone marketing (Outbound)
- 3.4.2 Passive telephone marketing (Inbound)
- 3.5 New media
- 3.5.1 Couponing
- 3.5.2 E-Mail marketing (Permission-marketing)
- 3.5.3 Homepage and banner advertising
- 4 Database-Marketing as an success factor for direct marketing
- 4.1 Database-Marketing in general
- 4.2 Meaning of the target group selection
- 5 Examples from the practice
- 5.1 Direct marketing at Festo AG & Co. KG
- 5.2 Direct marketing at Home Shopping Europe (HSE24)
- 6 The future of direct marketing
- 7 Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This seminar paper aims to provide an overview of direct marketing, outlining its definition, history, instruments, and importance for both companies and customers. The paper will also highlight the distinction between direct marketing and classical marketing.- Defining Direct Marketing and its core principles
- Exploring the history and evolution of direct marketing practices
- Analyzing the diverse instruments and techniques used in direct marketing
- Assessing the benefits and impacts of direct marketing for businesses and consumers
- Understanding the relationship between direct marketing and database marketing
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction: This chapter defines direct marketing based on the definition provided by the German Direct Marketing Association (DDV). It highlights the key features of individual and measurable responses, and examines the role of direct marketing in attracting new customers and engaging existing ones.
- Chapter 2: Importance of Direct Marketing: This chapter explores the significance of direct marketing for both companies and customers. It discusses how direct marketing helps businesses reach specific target audiences and measure campaign effectiveness. It also examines the benefits for customers, such as personalized offers and convenient communication channels.
- Chapter 3: Instruments of Direct Marketing: This chapter delves into the various instruments used in direct marketing, encompassing classical media with response elements, addressed and unaddressed advertising mail, telephone marketing (both inbound and outbound), and new media like couponing, email marketing, and online advertising.
- Chapter 4: Database Marketing as a Success Factor for Direct Marketing: This chapter explores the role of database marketing in maximizing the effectiveness of direct marketing campaigns. It emphasizes the significance of target group selection and the use of customer data for personalized communication and targeted marketing efforts.
- Chapter 5: Examples from the Practice: This chapter provides real-world examples of direct marketing practices implemented by Festo AG & Co. KG and Home Shopping Europe (HSE24). It demonstrates the practical application of direct marketing strategies in different industry contexts.
Schlüsselwörter (Keywords)
The central concepts and terms of this seminar paper revolve around the realm of direct marketing, encompassing its definition, instruments, and importance in modern business practices. The paper also focuses on the use of databases and customer information for targeted communication and campaign effectiveness. Key terms include direct marketing, classical marketing, database marketing, target group selection, customer relationship management, and various direct marketing instruments like mailing, email marketing, and telephone marketing.
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- Bianca Bischoff (Author), 2005, Direct Marketing, Munich, GRIN Verlag, https://www.grin.com/document/45257
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