Advertising

Advertising is any paid correspondence used to market a product or service.  These include print advertisements, radio and television commercials, billboards and media boards, digital advertisements and more.  The crafting of the advertising message and the production of the final advertisement form, whether for print, large format (billboard), radio etc is best undertaken by trained professionals.  If it is decided that an advertising strategy is to be used in your country to drive domestic consumption, a creative brief will need to be created to properly guide the professionals in the creation of the campaign.  A template for preparation of a creative brief can be found under the Sources Courses & Lessons link.

Direct Marketing

Direct Marketing is a promotional tool that specifically targets an individual or entity to communicate a particular message or make a sale.  With this tool, all promotional information Is is relayed without intermediaries or third parties and go directly to the customer.  Direct marketing tactics include

• Direct mail ether through email or traditional methods
• Telemarketing
• Social media marketing 
• Promotional material distribution
• Promotional material insertion in widely distributed publications

Because of the ‘direct’ nature of these activities, direct marketing messages can be more customized and can be interactive depending on the tactic chosen. Online initiatives (email, social media) along with telemarketing activities, lend themselves to a greater level of interaction that more traditional methods.