'Mass Marketing and Direct Marketing\r'

' potful selling is the traditional method of selling piece direct market is a new intromission in marketing and advertising. The former, which is usu everyy employed by large companies, is the more personifyly method since it targets a broad market while the latter, which is favored by small and medium scale organizations, is comparatively cheaper as it is aimed at a specific target market.\r\n plenitude marketers sell their products with the use of the press media such as national television, newspapers, radio, and widely circulated journals and magazines. Its use of the mass media makes it a relatively costly way of marketing because of the cost entailed in attempting to reach a wide audition through a single television jot or issue of a newspaper or magazine. However, advertizers and sellers consider the method whateverwhat indispensable because the products that they argon selling are either attractive to or are believed to be essential to people from all walks of li fe who are watching television, reading newspapers or magazines, and lis hug druging to radio programs.\r\nSome of the products which are mass marketed are different brands of bath soap, detergent bars, toothpaste, and governance powder. In the 1960s, before the advent of direct marketing, scarce big advertisers could usually afford to market products exploitation the mass media due to the prohibitive costs involved. For instance, during the 1980s, a national television network charged an â€Å" average out cost per thousand viewers” of $16.79 for every breaker point which lasted for thirty seconds. In other words, if the network reached ten million households, a 30-second spot would cost the advertiser $167,900 (Bianco, Lowry, Berner, Arndt & Grover. 2004).\r\nCompared to mass marketing, direct marketing is relatively new. This concept, which involves reaching individual customers through telephone calls, electronic mails, or the postal service, caught fire during th e twenty-first century. A survey conducted only in 2006 which covered some 500 direct marketers and service providers worldwide and released January 11, 2007, show out that â€Å"85% of respondents expect their online direct marketing expenditures to increase in 2007” (Direct marketing News).\r\nThis system of marketing heavily relies on a customer run created, maintained, and regularly updated for the purpose. Organizations who employ this method claim that their marketing efforts are measurable in terms of responses or feedbacks which they receive from their target customers (Business Link).\r\nEvidently, mass marketing, although more expensive compared to direct marketing, could not be dispensed with by marketers who want to sell their products in large quantities to a multitude of consumers. This is because a company who targets millions of people on the nose could not afford to contact them directly and individually.\r\n work Cited\r\nBianco, Anthony, Tom Lowry, Robe rt Berner, Michael Arndt & Ronald Grover.\r\nâ€Å"The Vanishing Mass Market.” BusinessWeekOnline. 12 July 2004. 9 July 2007.\r\n<http://www.businessweek.com/magazine/content/04_28/b3891001_mz001.htm>\r\nBusiness Link. Direct merchandising: the basics. 9 July 2007.\r\n<http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073902327>\r\nDirect Marketing News. â€Å"Alterian finds 85% of marketing and service providers plan to\r\n cast up Online spending in 2007.” 9 July 2007.\r\nhttp://www.dmn.ca/Click/articles/vol109/vol109_b.htm\r\n \r\n'