Principles of Integrated Marketing Communications An Evidence-based Approach

This chapter covers two topics. The first topic is direct response, a tactic designed to trigger a response by making an offer to the target audience. The aim of this section is to understand how to conduct a good direct response marketing campaign. We will also discuss the various methods for delivering an offer, and if applied carefully, direct response marketing can build brand equity. The second topic is sales promotion. Like direct response marketing, the objective of sales promotion is to trigger an immediate response, but this time with sales at both trade and consumer levels. This chapter will discuss the various types of trade and consumer promotion and examine how promotions can be negatively or positively oriented. It ends by suggesting some clever uses for consumer promotion.