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Essay / Research Paper Abstract
This 13 page considers the following quote “…the power of the web…is as a direct marketing medium par excellence…the web or…email marketing…are simply new media offering new scope for the exercise of direct marketing skills”. The paper looks at the role of direct marketing and how it is undertaken through electronic mediums such as the internet and how it has adapted and changed marketing. The bibliography cites 15 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEinternetmark.rtf
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Unformatted sample text from the term paper:
Preface) The Interactive and Direct Marketing Guide, Teddington: Institute of Direct Marketing Marketing on the internet has been interpreted in a range of manners, for some the idea of
using the internet is seen as holding many opportunities to market and create sales, using technology in a more personal way that ever before and facilitating both direct and targeted
mass marketing in a more effective medium that the traditional marketing mediums. In this approach the internet, and all forms of electronic marketing, are seen as an extension and enhancements
to usual marketing theory and allowing direct marketing to be more effective then ever before. The opposite approach is seeing marketing in the internet as ineffective, riddled with hidden costs
holding many disadvantages with increased costs to make the model work with little proof of the success it may create and fears that it will merely add costs and cannibalise
customers form other areas, so adding little, if any value (Phelan, 1996) In 1995 when internet market was seen to initially take off there was a great deal of enthusiasm
from many business, seeing this as a tool that could be very valuable, creating a link directly to the homes and computers of millions of potential consumers with few barriers
(Phelan, 1996). This saw an initial rise of the use of marketing through the internet and then a fall as the optimism regarding the results that it was felt the
internet could provide, which was measured mostly in direct sales (Hoffman and Novak, 1995). The result was a more sedate attitude taken towards the use of electronic marketing. However we
can also argue that the difficulty was not the concept of e-marketing and the use of the internet as a way of marketing directly to the consumers, it was the
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