Marketing: Direct Marketing and Personal Selling
Direct marketing and personal selling are crucial to film commissions' marketing strategies. Direct marketing encompasses direct mail, telemarketing, Internet and direct response television. Personal selling incorporates one-on-one campaigns such as trade show and film festival promotions and locating and maintaining individual customers. This chapter also deals with the objectives of personal selling, the sales process, sales management and the importance of word of mouth in attracting customers and retaining them.