WHO WILL YOU ELECT AS YOUR PRESIDENT ? THE ROLE OF DIRECT MARKETING AND THE CAMPAIGN TO

FIND THE NEXT PRESIDENT

INTEGRATED MARKETING COMMUNICATIONS

AN INTERACTIVE SYSTEM OF MARKETING WHICH

UTILISES ONE OR MORE ADVERTISING MEDIA TO

EFFECT A MEASURABLE RESPONSE AND

TRANSACTION AT ANY LOCATION.

Direct Marketing Association

(1917)

DIRECT MARKETING IS A MARKETING TOOL THAT

ALLOWS BUSINESSES TO REACH CUSTOMERS ON A

MORE PERSONAL BASIS

CAN BE USED BY AN INDIVIDUAL OR ORGANIASITON

TO INCREASE GENERATED SALES OF A PRODUCT OR

SERVICE OR RAISE AWARNESSS ON A CAMPAIGN

EXAMPLE: PRESIDENTIAL ELECTION

SMITH AND TAYLOR (2003)

MULTIPLE USES

COST EFFECTIVE

EASE OF MANAGEMENT

RELASHONSHIP BUILDING

TARGET MESSAGES

CONNOTATIONS OF “JUNK MAIL”

CAN BE VIEWES AS INVASION OF PRIVACY

INITIAL CUSTOMER ACQUISION COST ARE HIGH

CAN PROVE BE EXPESIVE FOR A ONE OF SALE

CAMPAIGN OBJECTIVES

TARGET AUDIENCE SELECTION

MEDIA SOURCE SELECTION

CREATIVE DEPARTMENT

http://www.youtube.com/watch?v=PDsPFakmH5A

Medcalf, PM, 2003. Marketing Communications, An Irish Perspective. Hume Avenue Park West Dublin 12: Gill & Miacmillan.

Smith,Taylor, PS,GT, 2002. Marketing Communications, an Integrated approach. 3rd ed. 120 Pentonville Road London N1 9JN: Kogan Page Limited.

Youtube . (2011). http://www.youtube.com/?v=PDsPFakmH5A. [Online Video]. 01 November. Available from: http://www.youtube.com/watch?v=PDsPFakmH5A. [Accessed: 20 October 2011].

CONCLUSION

THE GROWTH OF DIRECT MARKETING HAS BEEN FUELED BY:

•MARKET FRAGMENTATION

•TAILOR MADE TECHNOLOGY

•SOPHISTICATED SOFTWARE

•THE CONSTANT SEARCH FOR COST-EFFECTIVENESS