chapter 19
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chanel1 Plus on May 1, 2011
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8 terms
Terms | Definitions |
|---|---|
 direct marketing | the use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. |
| direct-order marketing | marketing in which direct marketers seek a measurable response, typically a customer order. |
| telemarketing | the use of telephone and call centers to attract prospects, sell to existing customers, and provide service by taking orders and answering questions. |
| microsite | a limited area on the Web managed and paid for by an external advertiser/company. |
| banner ads (Internet) | small, rectangular boxes containing text and perhaps a picture to support a brand. |
| interstitials | advertisements, often with video or animation, that pop up between changes on a Web site. |
| direct (company) sales force | full- or part-time paid employees who work exclusively for the company. |
| contractual sales force | manufacturers' reps, sales agents, and brokers, who are paid a commission based on sales. |
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