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Chapter Outline
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Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion, 304

The Importance of Relationship Marketing and IMC, 307

Understanding Direct Marketing, 307

The Role of Direct Marketing in IMC, 309
The Evolution of Direct Marketing, 309
The Impact of Databases on Direct Marketing, 310
The Importance of Direct Marketing to IMC, 311
Drawbacks to Direct Marketing, 314
Types of Direct Marketing Activities, 315
Direct Sales, 315
Direct-Response Advertising, 316
Personal Selling: The Human Medium, 318
Types of Personal Selling, 319
Advantages of Personal Selling, 320
Drawbacks of Personal Selling, 320
The Role of Personal Selling in IMC, 321
Gathering Information, 321
Providing Information, 321
Fulfilling Orders, 322
Building Relationships, 322
The Role of Sales Promotion in IMC, 322
The Positive Effect of Sales Promotion on Brand Volume, 323
The Negative Effect of Sales Promotion on Brand Value, 324
Sales Promotion Strategies and Tactics, 325
Giving Brands a Push with Trade Promotions, 325
Using Consumer Promotions to Pull Brands Through, 328





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