Marketing Communications

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Marketing Communications
Contents

10. DIRECT MARKETING

Direct marketing process; Common channels for direct marketing; Direct response marketing;
Catalogue marketing; Telemarketing; Direct marketing through television, print and radio;
Kiosk marketing; Automatic vending machine; Online direct marketing channel; Advantages
and disadvantages of direct mail; Contents of direct mail package through post; Electronic
consumables used by direct marketers; Benefits of direct marketing; Ethical problems in using
direct marketing.

11. PUBLIC RELATIONS

Definitions of public relations; History of public relations; Public relations media; Using public
relations consultancy service; In-house public relations department; The public relations opinion
survey; Evaluation of public relations programmes; Code of ethics.