DECLARATION

I, the undersigned, hereby declare that this is my own work and personal work, except where the work(s) or publications of others have been acknowledged by means of reference techniques.

I have read and understood Tutorial Letter CMNALLE/301/2014 regarding technical and presentation requirements, referencing techniques and plagiarism.

Name: Palesa Moatshe
Signature: P.Moatshe
Student number: 35772085
Date: 2 September 2014
Witness: B. Moatshe

PROMOTIONS AND DISTRIBUTION MANAGEMENT
TABLE OF CONTENTS PAGE

DIRECT MARKETING OBJECTIVES 3 1. To generate leads 3 2. To sell direct 3 3. To generate store traffic 3 4. To manage relationships for future sales 3 5. To inform and keep in touch 4 6. To recognise and reward 4
SOURCES CONSULTED 4

Direct Marketing Objectives

There are specific direct marketing objectives which can be relevant to all three main categories, namely, acquisition, retention and financial.
The main objectives are the following:

1. To generate leads -This is the key area of expenditure for direct marketing.
To achieve this objective, the key consideration is to calculate how many of the leads can actually be handled by the sales force. Calculate the number of leads which can be handled, then estimate the scale of promotion required to produce these numbers bear in mind that like all direct activities, the communication can be staggered and controlled over a period of time to provide a regular flow of leads.
The object of Woolworths direct mail, web page, e-mail or ad should not be to make the sale immediately, but merely to get prospects to raise their hands and identify the Woolworths brand. Once they make themselves known, they enter the sales cycle, and you can convert them into paying customers down the road.
Lead