Direct and Indirect Marketing

The Effect of Direct vs. Indirect Marketing on Consumers

Derek Bachman

John Gambone

Matt Haugh

Sharif Hassan

Cole Taggert

December 9, 2013

Section I: Abstract

The purpose of this communication study is to explore the advantages and disadvantages of direct marketing and how they affect the purchasing decisions that consumers must face in any type of market. Both direct and indirect marketing have their strengths and weaknesses, but as today’s culture evolves, the balance between which form is more effective is swaying. There are many different channels of marketing that fall under the category of being direct or indirect. The determining factor in finding out which form of marketing is being used depends on who the advertisement is intended for and how it is being projected to the intended viewer or viewers. Both direct and indirect marketing have been used for many years and both have been proven to work, but the intention of our research is to determine which form of marketing is the most effective when it comes to influencing consumers. We will do this by conducting a study based on a sample size at Bloomsburg University of Pennsylvania.

Section II: Table of Contents

Section I: Abstract Page 2

Section II: Table of Contents Page 3

Section III: Introduction Page 4

Section IV: Background Pages 5-11

Section V: Research Objectives Page 12

Section VI: Scope Page 13

Section VII: Ethical Considerations Page 14

Section VIII: Methodology Pages 15-18

Section IX: Findings Pages 19-24

Section X: Discussion Page 25

Section XI: Limitations Page 26

Section XII: Conclusions/Recommendations Page 27-28

Section XIII: References Pages 29-30

Section XIV: Appendices Pages 31-33

Appendix A. Survey Instrument Pages 31-32

Appendix B: Population Distribution Page 33

Section III: Introduction

The purpose of this communication study is to explore the...