Direct sale system needs major change, says expert
Direct sale system needs major change, says expert
JAKARTA (JP): American marketing expert Dan Ginsburg observed
here yesterday that a trend to sell and promote products directly
to the customers in a personal way through direct advertising is
needed these days because of changes in many aspects of life.
Today many people do not have enough time to shop, so the use
of consumer credit has increased the buying power of the average
consumer and the instant gratification mentality of younger
consumers given to impulse spending, Ginsburg, president of Kobs
and Draft (K & D), a Chicago-based direct marketing advertising
agency network, noted.
"These days the distribution chain is complicated and creates
a gap that separates the consumer and the seller. The direct
marketing advertising accommodates an ability to communicate
personally," said Ginsburg.
Ginsburg explained that direct marketing is characterized by
advertising leading to a measurable action, measurement and
analysis of responses, existence of a marketing data base, media
selection geared to target markets and financial accountability.
He made the remarks yesterday at a news conference after
establishing K & D operations here through a local company,
Komunika Integrated Communication.
"Direct marketing efforts give not just an idea about the
product, but all the information needed to make a buying decision
while the advertisement is the marketplace," Ginsburg said after
signing a cooperation agreement with Komunika.
Komunika Integrated Communication, established in 1991,
yesterday penned a strategic alliance agreement with K & D
Worldwide which claims to be the fourth largest direct marketing
advertising agency network in the world.
Under the agreement K & D will provide Komunika Integrated
communication with know-how and strategic advice.
"K & D will give advice to be implemented in certain
advertising campaigns based on the experiences of other countries
that have the same background," Ginsburg said.
K & D has already concluded similar deals in 20 other
countries, he added.
"We will provide our client with service for direct marketing,
we will create the advertising equipped with response coupons for
more information, then send sales to those who respond to the
advertising," said Ricky Subrata, president director of Komunika,
after the signing ceremony. (yns)