Question

ffrence between sales promotion and direct marketing

Answer 1

BASIS OF DIFFERENCE	SALES PROMOTION	DIRECT MARKETING
Meaning	It is an activity undertaken to promote(to sell) a product. It is done by advertising or giving incentive to a potential customer to buy that product.	Direct marketing is when a company sells or promotes its product by itself. It doesn't seek help from intermediaries.
Definiton	According to American Marketing Association (AMA) sales promotion can be defined as, " sales activities that supplement both personal selling and advertising and coordinate them and help them effectively, through displays, shows and expositions, demonstrations and other non-recurrent selling efforts not in the ordinary routine."	According to Kotler, "direct marketing represents a global approach to advertising campaigns because it combines communication and distribution channels, integrating them into the same strategy."
Uses	It is used to introduce new product, clear out inventories, attract traffic, and to lift sales temporarily.	It is used to stimulate immediate behavior that can be recorded, tracked, analyzed, and stored for future retrieval and use.
Advantages	It helps create awareness of new products, strengthens customer involvement and loyalty, can be quick to develop, used to support other promotions as well, and helps reduce inventory.	It builds loyalty, no middlemen is needed, effective, easy to monitor, it reaches the personalised and targeted customers, and it reduces competitor awarness.
Disadvantages	It may keep the customers to wait for promotion, can lower perception of the brand, issues with promotion clutter, and distributors may not be willing to accept.	It creates environmental impact( noticeably direct mail), image can be adversely affected by some direct marketing campaigns, it only reaches a limited number of customers, and it links with privacy intrusion.
Reach	It reaches an 'n' number of customers/buyers.	It only reaches to a certain number of customers/buyers.
Types	1.Consumer sales promotion 2.Dealer promotion 3.Business promotion 4.Public relations 5.Sampling etc.	1.Face-to-face marketing 2.Door-to-door marketing 3.Kiosk marketing 4.Email marketing 5.Targeted advertisements etc.
Features	It is object based, short-term approach and non-recurrent.	It is focused, easily measured, personalized and the process is immediate.