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Interactive vs. Direct Marketing

Is direct marketing effective? Why or why not? What about interactive marketing? Which form of marketing would you pursue for the launch of a new product? Why?

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Direct marketing is concerned with targeting the potential customers rather than investing in a scattershot means of advertising. This marketing form involves keeping a database of customers' information that can be used to categorize them in groups of the same age or income level of interest. In direct marketing, advertisers directly approach the potential customers through telephone sales, leaflets, catalogs, mails, coupons, brochures, and other methods to inform them about the product or service. Being one of the most effective tools in targeting and retaining customers, direct marketing can easily get the attention of customers just by ...

Solution Summary

Direct and interactive advertising techniques are defined and explored in this answer in terms of which is more effective for a new product launch. The solution is 385 words with 3 references also provided.