1. Aijaz Shahid
aijazshahid@gmail.com
fb: directmarketing1
03315575501

2. Disclosure Statement 
Calling, texting or playing with your mobile during class,
cross talking, casual behavior, frequent in/outs from class
room, delay submitting your assignments/projects may lead
you to some serious consequences.
Dialogs and relevant questions are highly encouraged

3. Marks Distribution
Quizzes (3 Mandatory 2 Optional)
3.33 Marks each Quiz (10 Marks in Total)
Assignment (Applied and/or Projects)
10 Marks
Others
5 Marks Class Participation, Discipline,
Dressing
Mid Term 25 Marks
Terminal 50 Marks

4. Exam Guidelines
 Understand the question first, write only what is
relevant and asked.
 Be focused and to the point.
 Exemplify your argument with relevant
examples.
 Length of answer does not matter at all, it’s the
quality of stuff.


5. Project Guidelines
 The objective of project is to let you try to implement
what you are leaning theoretically.
 Strictly observe the project out line.
 You are encouraged to come up with a new and unique
product or service.
 Your performance shall be evaluated on the basis of how
effective is your media strategy and how creatively you
executed it.

6. Group Formation Criteria
 Each group should consist of minimum 2 and maximum
3 students.
 Solo flights are not allowed nor can a group of 4 students
be formed.
 Once a group is formed, the member(s) cannot
change/leave his/her group.
 The dead line to form your group is 3rd Lecture of the
course.

7. Chapter-1
Introduction to Direct Marketing

8. What is Marketing ???

9. Lets See !!!
Video
Source: Youtube

10. According to AMA:
“Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society
at large."
Source: Wikipedia

11. So Marketing Is ???

12. IMC and Basic Elements

13. Integrated marketing communications (IMC) is a process for
managing customer relationships that drive brand value primarily
through communication efforts.
There are five basic tools of integrated marketing communication:
Basic Elements of IMC
1. Advertising
2. Sales Promotion
3. Public Relations
4. Direct Marketing
5. Personal Selling
Source:
http://ezinearticles.com

14. What is Direct Marketing ???

15. Direct marketing is just what it sounds like - directly
reaching a market (customers and potential customers) on
a personal (phone calls, private mailings) basis, or mass-
media basis (infomercials, magazine ads, etc.)
A key factor in direct marketing is a "call to action." That is,
direct marketing campaigns should offer an incentive or
enticing message to get consumers to respond (act).

16. Mr. Lester Wunderman says:
“Direct marketing is a channel-agnostic form of
advertising that allows businesses and nonprofits to
communicate straight to the customer, with advertising
techniques such as mobile messaging, email, interactive
consumer websites, online display ads, fliers, catalog
distribution, promotional letters etc
Source: Wikipedia

17. Guru’s Viewpoint !!!
Video
Source: Youtube

18. Scope of Direct Response
Marketing ???
Sme Sizzling Facts !!!

19. According to “DMA”:
☺US Banks and credit institutions spent $13.4 billions
in 2011on direct marketing advertising and generated
$178.8 billion in sales. In 2012, these sales are
forecast to hit $286.2 billion.
☺Financial services companies’ advertising
expenditures for commercial email is expected to
have the largest growth among all media types
between 2007 and 2012 with a compound annual
growth of 22.5 percent.

20. ☺ Internet direct marketing advertising spending in this
sector is projected to grow at the second highest rate, at
17.8 percent each year from 2007 to 2012
☺ Telephone marketing advertising expenditures for the
overall financial services sector are expected to reach
$7.4 billion in 2008 and $8.4 billion in 2012.
☺ Broadcast advertising sales are expected to climb 4.8
percent each year from 2007 to 2012.
☺ Insert media sales in the financial services arena will
exceed $1.1 billion in 2008, with banks and credit
institutions comprising half of sales.

21. ☺ US online advertising spending to surpass print in 2012
☺ Nearly 50% of Internet user in Europe visits newspapers
sites.
☺ Mobile Banking Service Adoptions to reach over half a
million users by 2013
☺ US Internet Audiences watched 43.5 billion videos in
December
☺ Facebook was top search term for the third straight year
Source: DMA

22. Direct Marketing’s Special
Competencies ???

23. ☺ Precession Targeting
Through the usage of carefully selected mailing lists, and the
information contained in customer data bases, the direct marketeers
can direct communications to individual or a specific business
customers who has been identified as a viable prospect. This reduces
the waste inherent in many other types of communications that cannot
be so precisely targeted.
☺ Personalization
The individual consumers can be and often should be addressed by
name and business customers can be addressed by name and titles.
Information from the databases can be used to select an appropriate
appeal or to encourage additional purchases from a customer who
have purchased previously.

24. ☺ Call for Immediate Action
Direct Marketing calls for specific and immediate action, typically the
purchase of a product or a request for more information about it. This
call for immediate action works against the prospect’s normal tendency
to defer action, often permanently. “Limited time offer” “ Will not be
repeated” and “Your Prompt Reply is Requested” are frequently used
exhortations.
☺ Measurability
The most important advantage that direct marketing has over other
marketing techniques is its ability to track, and to measure the
effectiveness of specific marketing actions. By knowing precisely what
worked and what did not, the marketeers can allocate the marketing
budgets much more effectively.

25. ☺ Invisible Strategies
☺ Direct Marketing is Interactive; It initiates a two way process
“Customer Vs Marketing Team”
☺ It removes the "middle man" from the promotion process
☺ The strategies and tactics of direct marketeers are less visible to
competitors than are strategies that must be implemented in the mass
media
☺ Customer Services
An emphasis on customer services, including order fulfillment
functions, is important as a mechanism for encouraging regular
interactions between the direct marketer and the customer. A
popular idea now in direct marketing called relationship marketing
places an emphasis on building long term relationships with the
customers

26. Now Can u differentiate ???
Commercial
Commercial
Source: Youtube

27. Possible Reasons of Such a
Tremendous Growth in Direct
Response Marketing ???

28. ☺ Changing Lifestyles and Demographics
☺Increasing number of working women. Given less time to
go shopping, many of these women found it convenient to
select and examine merchandise in their own homes.
☺Rising discretionary income, more single households, and
the emergence of the "me" generation
☺External factors include the rising cost of gasoline (at-home
shoppers use less gasoline and reduce environmental
pollution), the availability of toll-free telephone numbers, the
expanded use of credit cards etc.
☺ An evolving economy and international Competition
☺ Increase Clutter in Media
☺ Its Cost Effective

29. ☺ Technological Advances and Innovations
The growth of technology in general, and of computer-based
technologies in particular, has also played an important role in many
areas of direct marketing. New computer technologies have allowed
direct marketers to be more precise in the analysis of results, in the
targeting of messages based on more complex psychographics and
demographics, in developing more sophisticated customer and
prospect databases, and even in the creative execution of direct mail
packages.

30. Decision Variables of Direct
Marketing

31. ☺ Offer
The offer is a complete preposition made by the marketer to a
prospective customer. It includes the product or service it self, the price
at which it is offered, any adjustments to the price, and other elements
of the position strategy for the product
☺ Timing/Sequencing
The considerations about timing & sequencing includes one *shot
message versus **campaign, pulsing versus a steady flow of
communication, seasonal effects, and questions of how much
repetition is enough ?
*Sale completed in one step, such as the sale of a book, versus a sale that involves a
series of steps over time, such as the sale of a subscription, that includes renewal of the
subscription and delivery of each issue.
**An advertising campaign is a series of advertisement messages that share a single
idea and theme which make up an integrated marketing communication (IMC).

32. ☺ Creative
The Creative component of DM includes the *copy platform, the
graphic design elements, any involvement techniques, and the
production considerations such personalization
*Copy platform are the unique selling points of the product, the product
advantage over its direct competitor, the target market and other issues that is
given to you by the advertiser that you can highlight in the advertising copy
☺ Customer Services
The types of customer services offered includes the “toll free
telephone numbers, free limited time trial, acceptance of several
credit cards, service after sale etc, handling of customer inquiries,
complaints and return policy etc.
☺ Media
The media used by direct marketers includes direct mail, telephone,
& world wide web etc

33. Direct Marketing Media

34. ☺ Direct Mail ☺ Mobile
☺ Insert Media
☺ Data Base Marketing
☺ Telemarketing
☺ Videotext Direct
☺ Catalogue Marketing
☺ Direct Response Print ☺ Voicemail Marketing
Media
☺ Direct Response
☺ Couponing Broadcast
☺ Online Tools ☺ Direct Response TV

35. Direct Marketing Program
Objectives

36. ☺ Sale of Product or Service
☺ Lead Generation
☺ Lead Qualification
☺ Customer’s Relationship Building and Maintenance

37. Thank You