, what are the key differences between direct marketing and media advertising?
Answer:
Direct Marketing is just that - it's directed at specific types of people (demographics) and goes to them direct. These people can be chosen in various ways - by something they've bought before, by their postcode, by the sort of car they drive . They will be advertised to specifically by items such as 'direct mail' which will only be put through doors in posh areas, for example.
Media advertising is advertising to the masses. Billboards, TV ads, press campaigns. They have a specific target audience but the agency hasn't used demographic data to target more specifically at certain groups.
Direct marketing is usually via mail or phone . Usually pinpointing groups in which you have a best chance of a possitive response.
Media advertising is TV, radio, and magazine ads, aimed at a broader spectrum of people.
Some direct marketing products will also do media advertising to generate brand recognition.For example Gevalia - a mail order coffee will put out a TV or radio campaign once in a while.
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