Direct Response

DIRECT-RESPONSE MARKETING COMMUNICATION

Key Players The DMC Process

The Key Players

Marketers

Agencies & Media Companies

Customers & Prospects

The DMC Process

THE PRIMARY MEDIA OF DMC

Direct Mail

Catalogs

Telemarketing

Direct-Response Advertising

The Internet & New Forms of Direct Response

DATABASES: THE FOUNDATION OF DMC

Databases Create a Circular Process• Figure 16.3

Lists

DMC TRENDS & CHALLENGES

Integrated Direct MarketingGlobal Considerations in DMCAdvantages & Limitations of DMC

Integrated Direct Marketing

Global Considerations in DMC

Advantages & Limitationsof DMC