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IMC project: The Gary Center

 Direct Marketing
Direct marketing can be defined as being in communication with the prospective institutional or individual buyer with the intention of generating a reply that is in the form of an order (direct order), a data request (sale preparation) and /or the visit of the premises of the seller to buy a certain service or product. Direct marketing includes all the communication actions that the seller intends to use that has a direct reply from the prospective customer. Direct marketing can take various forms.
Direct-mail marketing
Direct mail marketing is one of the forms of direct marketing whereby marketers of an organization target a specific audience and send specific mails to them. In direct mail marketing, the mail that is sent to the targeted individual is not only targeted to the specific individual, but it is also specifically tailored to fit the needs of that individual. Additionally, the targeted individual can have their mails referenced based on the experience that the individual has had with the service of the organization or the business and the product.
Catalog marketing
Catalogue marketing is another form of direct marketing whereby businesses group many items together in one place in a printed piece of paper or in an online store with the aim of selling at least one item to the prospective customers. The customers of the business then buy directly from the catalog sender by return envelope, online using information or by phone. Some organizations sue catalog marketers who act as intermediaries between the producers and the customers.
Telemarketing is a form of direct marketing that is the most interactive. This form of marketing allows the marketer to answer the prospective customer’s questions, overcome their objections and address their concerns. Telemarketing also allows the marketers to change their strategies mid-stream to fit the customers’ requirements so that they can maximize their results.
Direct-Response Television Marketing
Direct response television marketing is a form of direct marketing whereby there are timed commercials or advertisements that are in intervals of one to two minutes on the television whereby viewers of the program being aired are asked to place orders during the playing of the promotion along with a toll free number or commercial. This form of direct marketing increases the brand exposure. The commercials in televisions can be formatted so that they can create leads and lead the consumers to buy the products.
Kiosk Marketing
Kiosk marketing is a form of direct marketing whereby a small temporary stand-alone structure is used for marketing purposes. The kiosk can be manned by one or two individuals who in turn help to attract attention towards the products that are being marketed. This form of marketing is a low-cost strategy and is a good way to that the producers can be able to put a face on the company. Additionally, the kiosks give the customers a platform whereby they can ask questions about the product being marketed.
 Word-of-mouth
Word of mouth marketing is a form of marketing whereby consumers are given information about a particular service or product from a specific individual. The information given to them is then referred to other people who in turn bring the business to the organization. This from of marketing can be sometimes challenging in that the marketers of a specific company do not have the full control of the information that is given to the prospective customers. There are various forms of word of mouth marketing.
Agents in the word of mouth marketing are the individuals who are given the responsibility to inform the prospective buyers of the organization’s services and products. The agents can be individuals who are hired by the organization or can be outsourced from agencies that prove a word of mouth advertising.
Advertising is a form word of mouth marketing whereby the organization uses televisions and other forms of mass media communication to pass the message about the services and the products of the organization. Advertising can be done by individuals employed in the organization or services of other individuals who can be hired by the organization.
Sales Promotion and Direct Selling
Sales promotion and direct selling are a form of word of mouth marketing whereby the organizations use the services of salesmen and saleswomen. The salesmen have the samples of the products of the organization. The samples are given to the consumers in the form of coupons and samples. In direct selling, the salesmen sell products of the organization in an aggressive manner such that they can induce competitive selling.
Personal Selling
Personal selling is a word of mouth method of marketing whereby the original producers sell their products by themselves. It is the owner who looks for the customers based on the specific interests of the targeted consumer.
In conclusion, there are various ways in which marketing can be done. Direct marketing seems the more efficient way of, marketing than the word of mouth marketing. However, for any organization to be successful, and then it has to integrate both the word of mouth marketing and direct marketing.

Works cited
Sernovitz, Andy. Word of Mouth Marketing: How Smart Companies Get People Talking. Austin, TX: Greenleaf Book Group Press, 2012. Print.
Silverman, George. Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth. New York: American Management Association, 2011. Print.
Cakim, Idil M. Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories, and Draw Customers. Hoboken, N.J: Wiley, 2010. Internet resource.
Nash, Edward L. Direct Marketing: Strategy, Planning, Execution. New York: McGraw Hill, 2000. Print.


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