A Study on Direct Marketing and Promotion Strategies with Special Reference to Own My Shop E-Business Pvt Ltd Salem

Abstract

Direct marketing is attractive to many marketers because its positive results can be measured directly. Consumers have expressed concerns about the privacy and environmental implications of direct marketing. A ‘combination’ sales promotion strategy is just that; it is a combination of a pushand a pull strategy. It focuses both on the distributor as well as the consumers, targeting both parties directly. It offers consumer incentives side by side with dealer discounts. This study find out the factors that are positively or negatively affecting the effectiveness of advertisements through internet marketing as well as customers perception. Customers lack of awareness, lack of promotional activities are the areas where the company has to concentrate. It will help the company to improve its market position. Marketing communication based on such an objective will help the company to attract more and more customers