Q. Explain the Role of direct marketing?

Role of direct marketing:- a) Focus is on literate customer.

b) For service marketing like insurance, Banking, telecommunication.

c) For expensive goods mainly.

Procedure of Determining Promotion - Mix Determination of promotion mix demotes to selection and combination of different elements of promotion mix for achieving the promotional objectives. Following procedure is utilized for determining the promotion mix.

1) Consider all availability of promotion methods: these can be sales promotion, personal selling, advertising, direct marketing and publicity and so on.

2) Select optimum promotion mix: tools are united in such a way that communication objectives are achieved at minimum cost. Every tool has its merits and demerits. Most favourable promotion mix is the best combination of different promotional tools.

3) Appropriation of the promotion mix:- Total promotional financial plan is appropriate among different elements of promotion mix. Budgeting methods are marginal revenue method, % method, judgment method, quantitative methods etc.

4) Evaluation of Effectiveness of different Promotional-tools:- Comparing definite results with pre decided promotional tools. Evaluation tools assist the business firm to amend or rectify these promotional tools.