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直效营销在经济日益发展的今天起着越来越重要的作用。七十年代,50％以上的美国人不会在直效营销影响下购买任何东西,到了九十年代,90％以上的美国人会因为直效营销的影响而至少购买一种产品。可见,直效营销已经成为营销组合中的一件利器。其具体构成以雀巢奶粉传播组合模式为例加以说明: 雀巢首先展开一系列公关活动来突显其产品含铁的特性。如进行数十场验血活动,并获得数千份的抽血调查,在此基础上召开记者招待会将女性缺铁性贫血状况的调查结果公布于众,以强化顾客对铁质的需求。
Direct marketing in the growing economy today plays an increasingly important role. In the seventies, more than 50% of Americans did not buy anything under direct marketing, and by the 1990s more than 90% of Americans would buy at least one product because of direct marketing. Visible, direct marketing has become a tool in the marketing mix. Its specific composition to Nestle milk powder combination mode as an example to illustrate: Nestle first launched a series of public relations activities to highlight the iron products of its characteristics. Such as performing dozens of blood tests and obtaining thousands of blood tests, on the basis of which a press conference was held to publicize the findings of the survey on the situation of female iron-deficiency anemia in order to reinforce the demand of customers for iron.