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The distinction between traditional
and direct response marketing lies in the very structure and
forms the foundation for communicating the essence of direct
marketing. Traditional marketing involves several levels of distribution,
from manufacturers to distributors, wholesalers and jobbers to
retailers or field sales representatives. Item sales are affected
by commission and gross margin, point-of-purchase position, retail
location, co-op advertising and even salesmanship.
In general or traditional advertising,
the buying decision is often delayed or requires additional selling
information (often provided at the point of purchase). It is
important to note that traditional marketing is just as interested
in the ultimate buying decision as direct response marketing. |
