Describe the roles of direct marketing and personal selling in marketing communications

Question

What will be an ideal response?

Answer 1

In direct marketing, marketing messages are targeted to individual consumers. Companies reach out directly to
customers using personal contact channels, such as telephone, email, and postal mail. An example of a direct
marketing effort would include an email message from clothing retailer Men's Wearhouse. Direct marketing works
well for situations where customers value relevant information (customers can "opt-in" for updates and
promotions they find useful), where communications should be timely (messages can be prepared and sent
quickly), and where some level of interactivity is desired (customers are encouraged to reply to the messages).
In personal selling, a company representative interacts directly with the prospect. The approach is well suited for
situations involving expensive complex products (such as automobiles, sold by salespeople at auto dealerships),
high involvement products and services (such as homes, sold by realtors), and where longer-term relationships are
a goal (such as many service organizations, which emphasize personal selling to facilitate repeat business).