Question

Explain direct response retailing

Answer 1

Direct Retail Marketing or direct response marketing referst to techniques used to get consumers to make a purchase from thier homes,offices or other non retail settings.
Direct response retailing reaches prospective customers through catalogs, telemarketing and even magazine, newspaper and television ads.
Lets discuss some of the most common forms of this we see in our daily lives:

a)Direct response television marketing:it has two major forms.the first is direct response television advertising.this type of advertising can generate large sales by using lengthy commercials often 60 to 120 seconds in length.they use this time to give customers a persuasice product description and toll free number.most people have seen this type of advertising late at night and calls them infomercials.
The second form is interactive TV(iTV).this allows the viewers ti interact with the program.this technology is posible because of the internet ready TVs and smart phones.Thanks to this new technology consumers can now use these devices to obtain more information or make purchases directly from TV ads.

b)Traditional media, including newspapers, magazines and radio, are often used to generate direct responses and are less likely to receive strong response rates in this age of technology whre everybody has access to smartphones

c)Now-a-days companies use social networking platforms and other websites to place their ads , so that consumer sees them regularly and is inclined to order the prodcut.e.g We see that when w open faceboo page there is alwayd ads of brands selling their clothing line or their othe consumer durable products.THishas now become one of the effecttive forms of marketing as people are becoming more tech savvy and are always onnected to theri social networking sites

The availability of credit cards and toll free numbers influence direct response by telephone. The goal is to induce the customer to make an immediate and direct response to the advertisement to order immediately if they find the product of thier liking.

Why direct response retailing:

a)Responce is Trackable.:When someone responds, you know which ad and which choice of media/method was responsible for generating the response.

b)It’s measurable- Since you know which ads are being responded to and how many sales you’ve received from each one, you can measure exactly how effective each ad is.

c) Direct response marketing has a compelling message of strong interest to your chosen prospects. It uses attention grabbing headlines to influence consumer to make a purchase

d)some times a particular age groupof comsumers , geographic zones or specific verticals are targeted makeing the ads more consumer base specific

e)Usually these offers come up with exciting offers you do not usually find , even though you do not buy but somehow inclined to order the product brochures, catalogs or reports