CHAPTER 14
DIRECT MARKETING
Chapter Overview
One of the most rapidly growing areas in marketing is direct marketing. A variety of direct response
media are used to convey the communications message. In this chapter we examine the role of direct
marketing in the promotional mix. We discuss the objectives sought in direct marketing programs (noting
that these may often differ from the communications objectives discussed earlier). We also discuss direct
marketing strategies, direct selling and evaluation of the direct marketing program. We conclude the
direct marketing discussion with a discussion of its advantages and disadvantages. In Chapter 15 we
discuss two additional direct marketing media, the Internet and interactive media. Since both of these
include more than direct response, they warrant an additional chapter.
Learning Objectives
1.
To recognize the area of direct marketing as a communications tool.
2.
To know the strategies and tactics involved in direct marketing.
3.
To demonstrate the use of direct-marketing media.
4.
To determine the scope and effectiveness of direct marketing.
Chapter and Lecture Outline
I.
DIRECT MARKETING
A.
Defining Direct Marketing—Direct marketing involves a total set of activities by which the
seller attempts to elicit a direct action response—for example, a purchase. As such, it employs
many aspects of marketing, including marketing research, segmentation, advertising, evaluation,
etc. A distinction is made between direct marketing and direct marketing media. The former
includes the total set of marketing activities involved in obtaining a direct response. Direct
marketing media are the tools that direct marketers use in the communications process.
B. The Growth of Direct Marketing—Direct marketing has grown tremendously in the past few
years as a result of a number of contributing factors:
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the catalog
the use of consumer credit cards
direct-marketing syndicates
the changing structure of the American market
technological advances
various other factors.
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C.
The Role of Direct Marketing in the IMC Program—Direct marketing activities support and are
supported by other elements of the promotional mix.
1. Combining direct marketing with advertising—Direct marketing is in itself a form of
advertising. Whether through mail, print, or TV, the direct-response offer is an ad. Sometimes
the ad supports the direct selling effort (i.e. Victoria Secret runs image ads to support its store
and catalog sales.)
2. Combining direct marketing with public relations—Private companies may use telemarketing
activities to solicit funds for charities or cosponsor charities that use these and other direct
response techniques to solicit funds.
3. Combining direct marketing with personal selling—Nonprofit organizations often use
telemarketing to solicit funds.
4. Combining direct marketing with sales promotions—For example, airlines send out mailers
announcing promotional airfares.
D.
Direct-Marketing Objectives—Direct marketers seek a direct response. This response need not
necessarily be a behavioral response, as direct marketing is now used for other purposes: to build
an image, maintain customer satisfaction, and inform and/or educate customers in an attempt to
lead to future actions (see Exhibit 14-1.)
E.
Developing a Database—One of the most important parts of the direct marketing program is the
development of a database. The database is the foundation from which direct marketing decisions
evolve. Figure 14-2 demonstrates how database marketing works. Databases are used to perform
the following functions:
 Improving the selection of market segments
 Stimulate repeat purchases
 Cross-sell
Sources of database information are listed on pages 469-470.
F.
Direct Marketing Strategies and Media—Direct marketers generally pursue either a (1) one-step
approach or a (2) two-step approach in developing media strategies. In the one-step approach,
the medium is used to directly obtain an order (for example, direct response television ads). In the
two-step approach, more than one medium may be used, with the first effort designed to screen or
qualify buyers and the second designed to generate the response. A number of direct response
media are available to the marketer including:
1. Direct mail—Mail order sales exceeded $582 billion in 2001, and approximately half of this
was in the consumer market. Keys to the success of direct mail are the mailing list and the
ability to segment markets.
2. Catalogs—Catalog sales are projected to reach $16 billion by the year 2006. The text lists
several examples on page 475 that can be discussed in class.
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3. Broadcast media—Two broadcast media are available to direct marketers: TV and radio. The
majority of direct marketing broadcast advertising now occurs on TV, which receives the
bulk of our attention in the text
4. Infomercials—The lower cost of commercials on cable and satellite channels has led
advertisers to a new form of advertising. Figure 14-5 shows the results of a study by Naveen
Donthu and David Gilliland profiling infomercial viewers and buyers.
5. Teleshopping—The major shopping channels in the United States—QVC, and the Home
Shopping Network, —account for over $3.9 billion worth of sales, though there are
indications that this medium may have already reached maturity.
6. Print media—Magazines and newspapers are difficult media to use for direct marketing
because of clutter and the relative expense.
7. Telemarketing—Over $661 billion dollars worth of sales took place through telemarketing
phone calls in 2001. Telemarketing continues to grow, particularly in the business-to-business
sector, which accounted for about 2/3 of the sales dollars.
8. Electronic teleshopping—an on-line shopping and information retrieval service accessed
through personal computers. The Internet, the most popular of these tools, is discussed in the
next chapter.
Professor’s Notes
II.
DIRECT SELLING
Direct selling involves the direct, personal presentation, demonstration and sales of products and services
to consumers in their homes. The text discusses three forms of direct selling including:
1. Repetitive person-to-person selling—Amway
2. Nonrepetitive person-to-person selling – Encyclopedia Brittanica
3. Party plans—Tupperware
A demographic profile of the direct salesperson is provided on page 479.
Professor’s Notes
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III.
EVALUATING THE EFFECTIVENESS OF THE DIRECT MARKETING PROGRAM
In addition to some of the effectiveness measures employed by other marketers, direct marketers also
employ a measure based on cost per order (CPO). Using CPO the marketer knows almost instantly
whether or not the advertisement is working.
A.
Advantages of direct marketing are cited including: (1) selective reach; (2) segmentation
capabilities; (3) frequency; (4) flexibility; (5) timing; (6) personalization; (7) cost efficiencies;
and (8) ability to measure effectiveness.
B.
Disadvantages include: (1) image factors; (2) accuracy; and (3) content support.
Teaching Suggestions
As noted, direct marketing is a rapidly growing field. Students typically think of this area in terms of
direct mail, and sometimes the 800 number ads that appear on television. It is a helpful and interesting
exercise to start the class with a discussion as to what direct responses students are familiar with, and to
point out the fact that some very large firms are engaging in this form of marketing (not just the George
Foreman Grill, AeroBed, and the Tummy Tuckers).
It is also useful to spend some time discussing the increased use of databases. Many organizations either
now have, or are in the process of establishing a database from which to market. Students will probably
be able to identify which databases their names might appear on by the fact that the lists are often sold. It
is easy to track who is buying lists from each other, as noted in the text.
Answers to Discussion Questions
1. Many marketers felt that the Internet would hurt the direct mail catalog industry. In fact, this has not
been the case. Explain some of the similar characteristics of catalog shopping and shopping on the
Internet. Then explain why you feel the mail catalog business has not been hurt.
When direct marketing began to grow in popularity, some people felt that it would be the end of the
retail shopping business. Obviously, this was not the case. Likewise, when the Internet started to take
off, some believed that this new medium would be the death of catalogs. Again, not true. The direct
marketing people have always felt the Internet would be a boon to the industry—not a threat. The
Internet and the catalog are both direct response media. In fact, some websites (Sears) are little more
than online catalogs, seeking orders just as mail catalogs do. Both media satisfy the needs of the
consumer, that is, the ability to order direct, save time, etc. In fact, the media complement each other
in that shoppers now have two options for shopping and for ordering.
Studies have shown that many shoppers will peruse the mail catalogs, finding what they want, and
then order through the Internet. These shoppers find it easier to order through this method than via
phone or completing the order form. Likewise, many shoppers are still more comfortable with the
print medium for seeing and examining products. Rather than sit at their computer terminal and
surfing through the online offerings, they do so on the comfort of their couch, in bed or wherever they
read the catalog, then order through the Net. The fact that the Internet makes catalog shopping easier
accounts for much of the fact that it has not hurt the catalog industry. Some companies have found
that they have maintained their customers who were previously catalog shoppers, but who now order
through the Web.
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2. What is the difference between direct marketing and direct selling? Describe the various forms of
direct selling and some of the characteristics of the industry that make it unique.
Direct selling might best be considered as a form (or subset) of direct marketing. Both deal directly
with the customer, seeking a response, however, direct marketing assumes a broader variety of media
rather than just sales. (Keep in mind, direct sales people may still use promotions, leave behinds, etc.)
Direct marketing includes direct mail, telemarketing, direct response print, etc. Direct selling deals
specifically with the selling effort.
There are three forms of direct selling including:
A. Repetitive person-to-person selling—The salesperson visits the buyer’s home, job site or
other location to sell frequently purchased products or services (for example, Amway).
B. Non-repetitive person-to-person selling—The salesperson visits the buyer’s home, job site or
other location to sell infrequently purchased products or services (for example, World Book
Encyclopedia).
C. Party plans—The salesperson offers products or services to groups of people through home
or office parties and demonstrations (for example, Tupperware).
Figure 14-7 reveals that the direct selling sales force is quite unique. Almost three-quarters of the
sales force is female, almost 100% are independent contractors and for most of them it is not a full
time job. Over one half of the direct selling sales force spends less than 10 hours a week at their job—
treating it as an opportunity to earn extra money rather than a career. For them, it is as much a hobby
as a job.
3. What are the characteristics of the infomercial watcher? In viewing this profile, does it surprise
you? Explain why or why not.
Typically, when we think of the infomercial watcher, we think of someone with a lot of time on his or
her hands, insomniacs, or very heavy TV watchers. Given the times of day infomercials are shown
(early morning, very late at night, Sunday morning, etc.), this would seem to make sense.
Interestingly, as shown on page 476, the infomercial buyer may be none of the above. As shown in
Figure 14-5 those who watch (and buy from) infomercials tend to be a bit more upscale, homeowner,
and white-collar workers. They are most often female. Overall, the infomercial shopper represents a
broad demographic base.
This really should not come of much of a surprise. While it may be true that people who buy from
infomercials watch TV more, the fact is that they are not necessarily couch potatoes or shut-ins. Many
people who work find them selves “money rich and time poor”, and the infomercial is a means of
learning about products and purchasing without having to go to the store. Secondly, many products
advertised through this medium may not be available in stores, while still satisfying a need or want of
the buyer. Finally, with the profile of the infomercial advertiser changing—with more large
companies like Volvo, Mercedes, AT& T, etc., advertising this way, the infomercial has become a
good medium for providing information to prospective buyers in the comfort of their living rooms.
The infomercial has come a long way. Some advertisers claim that virtual ads are bad for the
advertising industry in general. Explain some of the reasons they feel this way. Are these reasons
valid?
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4. Explain why companies like those cited in the lead in to Chapter 14 have been successful in
adopting direct marketing techniques. Describe the conditions that contribute to the successful
implementation of direct marketing programs.
The effectiveness of direct marketing has been known for quite some time. Almost as soon as it
started through TV, direct marketing has been proven to be a success for smaller companies,
start-ups and what might be considered “out of the mainstream”—psychic networks, etc. Now,
however, large corporations have found these techniques—particularly the infomercial—to their
liking. A number of factors have led to success for these marketers. The low cost of the
medium—that is, both production costs and media costs are low. Advertisers can produce an
infomercial for a relatively low cost compared to commercials, and the media costs—because of
the time periods purchased - are also inexpensive.
Beyond the costs, infomercials and other direct marketing tools also offer attractive features. One
is the ability to reach the desired target audience. As noted in the text, the infomercial buyer—as
well as those who use catalogs and shop online —reflect a range of demographics. It is now
possible to reach these potential buyers effectively through these media.
Content of the direct response messages is also a positive attribute. For example, a one-hour
infomercial can provide the potential car buyer with a lot of information, right in the comfort of
their home, and with little effort. The same, of course, is true for other products—some of which
the buyer may not be familiar with, and may become interested once they have acquired more
information. In the Monster and Whirlpool examples, the ability to bring in more information—
employment quizzes, recipes, cooking tips, etc.—which are useful and interesting to the
prospective buyer are also “value-added” components that will keep visitors coming back, and
potentially purchasing.
Overall, the infomercial—and direct marketing overall-- has evolved from its original platform.
Once strictly a sales tool, these media have discovered that they can offer the consumer much
more, maintaining their interest and satisfaction, generating goodwill, etc., and still generate
sales. To some of these companies, the primary goal is not to sell, but to support other marketing
efforts. The fact that they lead to additional sales is “icing on the cake”.
5. Identify some of the factors that have contributed to the growth of direct marketing. Do you see
these factors as being as relevant today? Discuss why or why not, and the impact they will have
on direct marketing in the future.
A number of factors have been shown to have contributed to the growth of direct marketing.
These include:
Consumer credit cards—the use of consumer credit cards continues to increase, reaching all
time highs. The ease of use of these cards increases the ability to conduct direct marketing
activities. So long as this use remains high, and there are no indications that it will change,
direct marketing will continue to thrive.
Syndicates—companies that specialize in direct marketing activities also continue to increase,
particularly with the advent of the Internet. As these syndicates become more effective, direct
marketing will reap the rewards.
The changing structure of American society—Consumers are better off than perhaps any time in
history. At the same time, they continue to be “time poor”. The combination of these factors is
very positive for the continued growth of direct marketing.
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Technological advances—the Internet is an excellent example of how technology benefits direct
marketing. Direct marketers are delighted that the Internet has come along, as it provides a new
and very effective medium for direct marketing activities. Interactive TV will do the same.
Miscellaneous factors—all of the miscellaneous factors discussed in the chapter continue to hold
true in regard to their impact on direct marketing. No less important is the image of direct
marketing itself. Unfortunately, the industry still has image problems, and the Internet has
contributed to these problems through fraud and deception.
Overall, the future for direct marketing is positive. All of the factors that have contributed to its
growth this far continue to exist, and many have brightened the prospects for the future.
6. The catalog has become an important part of the shopping lives of many consumers. Describe
different groups that you think might find catalogs useful in the consumer market, and explain what
aspects of catalogs would attract them to this medium.
While it is difficult to eliminate any group from consideration as a catalog user, one might use
examples of two extreme types, with everyone in between having their own reasons for use. These
two types include:
Time starved—as noted in the chapter, catalogs are especially appealing to those short on time. The
working wife and or husband with a busy social life and or active lifestyle may find catalogs great
timesavings devices. Shopping at stores requires time and effort, while catalogs may be perused at
their leisure in the comfort of their home, while relaxing in front of the TV, etc.
Older or disabled—while the active young person may use catalogs for timesavings reasons, the
elderly or those with difficulties getting around may use them by necessity. Older persons, who do
not drive, are afraid to go out or have disabilities, which make shopping difficult, may rely on the
convenience of catalogs for doing their purchasing.
Others—those geographically isolated, with limited or no access to certain types of stores may find
catalogs valuable. Students, shopping for lower prices, or for products that are hard to find, those
purchasing the same products repeatedly (including reorders for business to business marketers),
and those who just like to browse to get new ideas for their own purchases or gifts also find
catalogs valuable. Teenagers, with an inability to drive or get to the retail stores, have become
direct shoppers.
7. Most of the methods of measuring the effectiveness of direct marketing have to do with behaviors like
sales, cost-per-order, etc. Explain how the adoption model discussed in Chapter 5 might also be
employed to measure effectiveness.
Direct response, by definition, has typically measured success by behavioral measures such as
sales, cost per order, etc. At the same time, direct marketers may discover that they may be
underestimating the impact of direct marketing programs by focusing only on these behavioral
measures. While the direct response is certainly the sought after goal, other communications
objectives may also be accomplished. Using the adoption process as an example:
Awareness—infomercials, direct response TV ads, and direct mail are all effective in creating
awareness of products. Catalogs, particularly specialty catalogs, are also quite effective in making
consumers aware of products that they may never have discovered elsewhere.
Interest—these same media may also be effective in generating interest. If you are a golfer, and a
direct response commercial or ad promises to be able to improve your game, you may very well be
interested.
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Evaluation—infomercials which provide one hour of information (and sales pitches) are useful in
assisting the evaluation process. Other print forms, such as direct mail, magazine ads, etc. also help
to achieve this objective.
Trial—coupons sent through the mail, free estimates, and samples are an excellent way to generate
trial
Adoption—the objective of adoption as continued use of the product—not just the first sale—is
aided by direct marketing. Direct selling following calls, direct mail for purposes of reinforcement,
cross-selling, etc. can all help achieve this objective.
8. One of the disadvantages associated with direct marketing media is the high cost per exposure.
Some marketers feel that this cost is not really as much as a disadvantage as is claimed. Argue for
or against this position.
While the higher cost per exposure is often considered a disadvantage associated with direct
marketing media, in many cases this cost may be warranted. While most other media have lower
costs, their value lies primarily in creating exposure, interest and/or providing information. Direct
marketing media actually seek a response. Thus, the higher cost is warranted if there is a higher,
more direct behavior associated with the communication. The ability to target market, and
eliminate waste coverage is another factor in support of the higher cost of direct marketing media.
When one factors in the minimal waste coverage, the cost per exposure may be more in line with
competitive media. Finally, the ability to tailor the message may result in a more effective
message. If this is true, and it improves the likelihood of a behavior, again the higher cost is
warranted.
9. Why have companies like Volvo, Cadillac, and General Motors increased their use of
infomercials? Is this a wise strategy?
The low cost associated with infomercials has attracted many “mainstream” companies to this
medium. Compared to prime time television rates as well as other media, infomercials are a CPM
bargain. Another factor is the audience profile of the infomercial watcher. While those who watch
“Psychic Friends” or “Amazing Discoveries” may not be the target audience for these car
companies, many other viewers do fit their target market very well. By reaching these groups in the
comfort of their homes, these companies can provide a lot of information about the products, and
stimulate interest as well. For those in a buying mode, or considering the purchase of an auto, the
infomercial can provide valuable information upon which to make a decision. While these persons
may not yet be motivated to go to the auto showroom for information, they may be interested
enough to watch the infomercial. Whether this is a viable strategy on the part of the auto companies
remains to be seen. Some consumers are offended by infomercials, others just don’t like them.
Even though the CPM is low, if many consumers are disinterested in this form of
advertising/selling, cost efficiencies are lost. Add to this the potential negative impact on image,
and one may question this strategy.
10. Give an example of how companies might use direct marketing as part of an IMC program.
Provide examples of both consumer and business markets.
In the consumer market, a number of examples might be cited. The Discover Card advertises on
television, offers promotions, and uses a variety of support media. They also utilize an extensive
direct mailing campaign to attract customers. The book uses the example of Publishers Clearing
House. While initially a direct mail operation, the company has discovered the use of promotions,
public relations, and television to successfully market its products through an IMC program.
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Business-to-business marketers use direct marketing by employing database marketing,
telemarketing, and direct mail. They also use direct marketing to support sales efforts, through the
determination and qualification of prospects, screening of customers on potential interest, etc.
While products and services may be promoted through other media, like advertising, public
relations, and sales promotions, direct marketing tools are being used more frequently to support
the marketing effort, reduce costs, and increase the effectiveness of the sales force.
Additional Discussion Questions (not in text)
11. Direct marketing has been beset by a number of problems that have tarnished its image. Discuss
some of these and what might be done to improve direct marketing’s image.
Perhaps the major problem associated with direct marketing is its image. Putting aside all of its other
advantages, image problems continue to plague the industry, making it difficult to shed the “junk
mail” role. These problems stem from all direct media. In direct mail, one’s mailbox is full of
unwanted catalogs, ads and solicitations. Telemarketers continue to aggressively pursue new
business. Infomercials, despite their advances in sophistication, are still offering “psychics”,
“amazing discoveries” and other offerings that many perceive as being questionable if not deceptive.
The Internet continues to use SPAM. While the vast majority of direct marketers are not guilty of
such actions, it is the few that reflect negatively on the image of the many. Each news story of fraud
and/or deceit associated with direct marketing hurts the overall image.
A number of steps have been taken to improve upon this image. The DMA—the direct marketing
trade association—has established guidelines for appropriate actions, and has worked closely with
academia and industry as well as the government to help eliminate many of the problems. Recent
legislation goes a long way in solving some of the problems, but obviously will not solve all. As more
and more large companies become involved, the costs of infomercials will be beyond the reach of
many, this too will help. But like any other medium, there will always be those that will attempt to
make money in a less than honest fashion. They will never be eliminated; they can only be reduced in
numbers
12. How might business-to-business marketers use telemarketing effectively?
Given the high (and rising) costs of personal sales calls, more and more business-to-business
marketers are turning to telemarketing to keep costs down. In many industries the cost of a
telemarketing call is less than $50, while the personal sales call is over $300.00. Telemarketing can be
used at all phases of the selling process. First for developing and qualifying leads, the phone is far
less expensive than personal visits. In addition, a personal visit may not be necessary or even
possible. The phone can also be effective in providing information at a reasonable cost. Between
personal phone calls and fax machines, it is possible to provide most if not all of the information
required.
While telemarketing may be less likely to close the sale in business-to-business markets, it again can
be used to confirm orders, follow-up, and even take reorders at a fraction of the cost of a personal
visit. Finally, telemarketing can also be used to insure customer satisfaction. Follow-up phone calls,
and surveys conducted by phone are very valuable tools in relationship building, and maintaining
customer satisfaction.
13. Describe what is meant by a database. What functions do databases perform?
A database is a listing of customers and potential customers. These lists may be organized on a variety
of factors, including demographics, geographics, and even psychographics.
The database has become a powerful marketing tool. Marketers use databases to:
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1. Improve segmentation strategies—lists can demonstrate past purchasers, potential purchasers, and
(as noted above) be segmented on a variety of criteria.
2. Stimulate repeat purchases—many companies arrange databases in a way that allows them to
contact customers when a service is due. For example, car dealers letting customers know when
their service is due; carpet cleaners notifying customers that it has been a year since their last
cleaning etc.
3. Cross-selling—once a customer is included in the database as a result of a purchase, the
opportunity exists for cross-selling. For example, camera companies may sell film or developing
to recent camera purchasers; financial companies can cross-sell products and services, etc.
The opportunities for using databases seem endless. A good discussion can ensue on this topic.
14. Discuss the evolution of Infomercials. How are today’s Infomercials different from those of 10 years
ago?
Infomercials continue to gain in popularity. Major corporations like GM, Volvo and many computer
companies have now found this to be an effective means of communication, and—as noted in the
text—a vast majority of television stations report having aired the long form commercials. The
infomercial has had an interesting evolutionary process. Originally the domain of smaller direct
response companies, the infomercial was a thinly veiled 60-minute advertisement. Amazing
Discoveries—a program that appeared as a representation of new inventions—and diet programs in
which doctors hyped specific brands that were supposedly more effective in weight loss were the rule.
These programs were very inexpensive to produce, and media time was bought at a very low rate. For
all intents and purposes, the infomercial was nothing more than an advertisement deceptively
presented as a television program. Because of their high level of success, infomercials attracted the
eye of major corporations. The result was less deception, more information content and more
legitimacy. At the same time, these infomercials were much more sophisticated, with production costs
soaring. Media time also increased along with the increase in demand. As discussed in the text, the
original form of infomercials still is the most popular—i.e., psychic friends networks, amazing
products, etc. However, there will continue to be an increase of major companies’ ads—due in large
part to their perceived effectiveness.
15. Discuss some of the reasons why direct marketing has been receiving more and more attention from
marketers.
There are many marketers who believe that direct marketing is the wave of the future. New courses,
new journals, and new books in direct marketing have appeared in recent years, most of which extol
its virtues. Many firms, both large and small, have recently shifted advertising and promotional
efforts into this domain. Reasons for the rising success of direct marketing can be attributed to a
number of factors:
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The changing marketing environment. The increased use of credit cards, lack of time, and
acceptance of mail-order products by consumers have all increased the effectiveness of the direct
marketing medium.
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Cost efficiencies. The continued high cost of mass media, and the lack of availability of time and
space in some of these media have forced advertisers to consider alternative ways of advertising.
Likewise, the increasing costs of personal selling directly favor the use of telemarketing and
direct mail.
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Target marketing. As marketers more narrowly define their markets, direct marketing media offer
a more effective way of reaching them through the reduction of waste circulation.
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Database technologies. More effective database marketing techniques also promote more specific
targeting. Companies are now able to know more and more about their customers (and potential
customers) by building more effective databases. As noted, Kimberly Clark can literally track
babies through childhood, changing the products advertised and the appeals as the child gets
older.
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Advances in technology. Direct marketing no longer means just catalogs and direct mail. The
Internet, home shopping channels and other innovations have allowed for more successful direct
marketing efforts. Even the advent of cable television has aided the direct marketer, who now has
a more specific target audience at which to target direct marketing efforts. Advances in
technology have also increased the value of the databases, as names can be added and purged, and
information can be updated much more quickly.
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Effectiveness measures. Perhaps the greatest value of direct marketing is the ability to measure
the effectiveness of the program. As noted in the text, direct marketers have very sophisticated
measures of effectiveness, which can tell them almost immediately how their programs are
working.
There is little doubt that direct marketing is achieving rapid acceptance. At the same time, many
marketers are still bothered by the image of the industry. While companies such as Porsche and
American Express benefit the industry through direct marketing participation, negative stereotypes of
“rip-off” artists still persist. Every time such a rip-off occurs, the industry takes a step backward.
IMC Exercise
Direct marketers print catalogs are often complemented by web sites on the Internet. However, some
companies treat them as separate businesses. Have students bring in examples of catalogs and websites
for the same company. Are these two media working together, or are they separate entities competing
with one another? Have the students explain how a company might use a catalog and a web site on the
Internet to complement one another as part of its direct marketing efforts.
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