Business – 3.3 The marketing mix – Promotion methods | e-Consult
3.3 The marketing mix – Promotion methods (1 questions)
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Direct promotion is a marketing communication technique that involves contacting consumers directly, without intermediaries, to encourage an immediate response (e.g., purchase, enquiry, trial).
| Advantages | Disadvantages |
| • Immediate measurable response (sales, sign‑ups). • Personalised messages can increase relevance and conversion. | • Can be perceived as intrusive or spammy, damaging brand image. • High cost per contact if using premium channels (e.g., direct mail). |