Direct target

It essentially means keeping in direct contact with the target consumers. Which would be via mail snail or electronic and telephone. Officially speaking, the lingo is like this: direct mailing, direct response ads and telemarketing. The Internet is now an immensely popular mode too.

Direct mailing: Here addresses of the select target audience are taken from an appropriate database. Then information about the product is sent in brochures, leaflets, to name a few.

Direct response ads: This is the same as above with an additional feature, response from the consumers.

Two-day communication: These ads contain coupons, questionnaires, order forms. This mode interacts with the consumer and so enjoys popularity.

Telemarketing: Here the target consumer is contacted via the telephone. Since it involves personal dialogues, response rates are high.Entering this field would prove to be very profitable. There is wide scope for growth. It is estimated that by the next 10 to 15 years, direct marketing will take over advertising. Apart from increasing sales, it creates a sound database.

Qualifications: You have to be a graduate to be eligible to apply for a job at an agency. Usually direct marketing agencies are branches of advertising agencies. Though now there are agencies that exclusive cater to direct marketing. An MBA or MMS in marketing stands a much better chance of landing the job. As of now, direct marketing is not taught separately from marketing. Another advantage of holding a degree is that you can land a job via campus recruitment. But the fact of the matter is that experience is the best teacher.

Additional ingredients: You could score brownie points if you had knowledge of basic dBase and FoxPro.

Good communication skills and sales background help big time. What the agencies are looking for is someone who has great confidence to be a successful PR person.

Payscale: The pay is on par with the advertising agencies. You could begin from Rs 7,500 and go up to about three lakhs. If not more. Foreign opportunities are plenty.

About direct marketing:
What the job involves is taking into light the demographics and psychographics of the target audience. Demographics is statistical information about population, income, number of people in the family and the like.

Psychographics dig into the attitude and behaviour of the focus group. Like their preferences and dislikes, motivational factors8230;

All this flurried activity is done in order to decide how the product is to be promoted and placed. Of course, you need to do your homework 8211; extensive research.

Pros and cons:

The flip side:

Inspite of these problems, this is definitely a promising field. Good money, good prospects and a relatively uncluttered field. Waiting to be conquered.