Dr.Mohammed Saleh Al.Ansari

The Broadened Notion Of Direct Marketing Advertising

April 20, 2010

The definition of Direct Marketing varied from author to author while Arens (2) (Arens, William F.  (1999), Contemporary Advertising: 7th Edition, Irwin McGraw-Hill, Boston, MA) defined Direct Marketing is a system of marketing, and it is interactive, meaning buyers and sellers can exchange information with each other directly. Belch and Belch (5) (Belch, George E. and Michael A. Belch (1998), Advertising and Promotion; 4th Edition, Irwin McGraw-Hill, Boston, MA.)

 stated that Direct Marketing is a system of marketing by which an organization communicates directly with customers to generate a response and/or transaction. Burnett and Moriarity (7) in their papers Burnett, John and Sandra Moriarty (1998), Introduction to Marketing Communications: An Integrated Approach, Prentice-Hall, Upper Saddle River, NJ went to give the definition of Direct Marketing is an interactive system of marketing that uses advertising media to effect a measurable response or transaction at any location. Every direct marketing system must have a database. But Harrell and Frazier (12) 12. Harrell, Glibert D. and Gary L. Frazier (1998), Marketing: Connecting with Customers, Prentice-Hall Inc., Englewood Cliffs, NJ give the definition of Direct Marketing as the use of various communication media to interact directly with the customers and generally calling for them to make a direct response. Kotler and Armstrong (16) Kotler, Philip and Gary Armstrong (1999), Principles of Marketing; 8th Edition, Prentice-Hall Inc., Englewood Cliffs, NJ had stated that Direct Marketing: Direct communications with carefully targeted individual consumers to obtain an immediate response. IN THIS PRESENTATION you will have more clear idea about the emergence of new media and the evolution of technology have given rise to an increasing amount of DM-like activities in the marketplace. Unfortunately, existing vocabulary has not kept tempo with these developments, and substantial puzzlement over what is and is not “DM – direct marketing” exists. One marketing communications text classifies direct mail as both advertising and direct marketing, the latter distinct as: “An interactive system of marketing that allows the consumer to access information, purchase the product through a variety of media, or both. Examples include direct mail, catalogs, and on-line catalog services (7:6). Clearly a clarification of terminology is required.” By slightly modifying one recent definition of DM, and demonstrating that DRA should be separate and distinct from DM, this article hopes to clear up some of the existing puzzlement. Moreover, two new terms are introduced to fill the void of DM-like activities poorly served by the terms DM or DRA. Finally, a taxonomy is introduced to serve as a method for classifying different types of DMA unambiguously. While the adaptation, evolution, and possible integration of new and existing technologies and media may necessitate some future modification of the DMA terms and classifications set forth in this article, the intent has been to clearly define DMA and its linked activities. Examples of each type of DMA have been provided. While this listing is not exhaustive, it is hoped that these examples give enough path to help elucidate how the taxonomy works towards providing universally adapted terms within the “direct marketing advertising” industry and academe identical.

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