Page 273 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes
Example: An interesting example of support advertising is on NDTV news channel.
Airtel encourages customers to use its cellular service and make two calls then answer a simple
question of the day. The winner gets ` 100,000 for correct answer. The message is broadcast by
NDTV and also the winner of the day is announced by NDTV in its news.
Some companies use a new form of direct-response advertising on cable and satellite called
infomercials. These are lengthy commercials ranging between 30 to 60 minutes and resemble
documentaries. Indian TV viewers are quite familiar with lengthy commercials about losing
weight, and portable exercise equipments and satisfied users testifying the great benefits they
derived and ease of use. Of course a toll-free number is included to place the order immediately.
Infomercials have been reported to be quite effective, audience watch them and place orders.
Widespread use of credit cards and availability of toll-free telephone numbers in more developed
countries has promoted teleshopping.

Example: Some TV channels exclusively sell products and services 24 hours a day, such
as Home Shopping Network. The programme host offers low prices on a variety of items
including jewelry, kitchenware, fitness products, insurance, and CDs, etc. Customers sitting in
their homes make their purchases by calling a toll-free number and the ordered item is delivered
within 48 hours. QVC is a major shopping channel so far covering U.S., Germany, and Japan
reaching 84 million households.
So far it seems there are no daylong teleshopping programmes in India. Some programmes
being aired in India are actually infomercials. Important names connected with such programmes
include Dees’ Home Shopping (DD, and C&S channels) offers home appliances, car accessories,
fashion wear, footwear, beauty care products, air tickets, and groceries etc. Teleshopping Network
(ATN, DD, Sun, local C&S), and United Teleshopping (DD National) are the other two names. So
far the maximum time allotted in India to such programmes is limited to about 5-hours/day.

Print Media: Newspapers and magazines are not considered to be ‘sound choice’ for direct
marketing. There are too many ads competing for attention. Specific interest newspapers focused
on financial matters, or sports and hobby magazines are sometimes used.
Telemarketing: Direct marketing through telephone is called telemarketing. It gives the marketer
a better chance of influencing the prospect and win a customer. As mentioned earlier, it is most
often used in the screening process. Companies hire several telephone-callers, mostly girls, or
operate through hired agents. Call centres have become a real arena of telemarketing activity.
Several teams of 5 to 6 members are formed and for each team there is a supervisor. Individual
team members sit in front of a computer terminal wearing a headset. They call different telephone
numbers from a list and present the sales talk based on pre-tested script and update information
on the computer screen.

Self Assessment

Multiple Choice Questions:
15. Which of these is not an advantage of direct marketing?

(a) Direct marketing can deliver almost perfect offers to customers.
(b) Direct marketing offers creative flexibility in different media.
(c) Direct marketing is more effective in building customer relationship.
(d) Direct marketing is readily accepted by the customers.

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