CHAPTER 19
         Managing Personal Communication: Direct and Interactive Marketing, News 
                 from Mouth to Mouth, and Personal Sales.
                                    Nama = Fakhrah Amir
                                     Nim = 2018021053
                                 Direct Marketing
                                 Is the use of direct channels of consumers to reach and deliver goods and 
                                 services to customers without marketing intermediaries.
                                 Channels that can be used:
                                    Direct mail
                                    Catalog marketing
                                    Telemarketing
                                    Interactive TV
                                    Stall
                                    Website
                                    Mobile Equipment
                                 Benefits of Direct Marketing
                                    Can reach potential customers at the right time and be read by potential 
                                     customers who have prospects
                                    Allows marketers to test alternative media and messages to find the 
                                     most cost-effective approach
                                    Making marketers' offers and strategies less visible to competitors
                                    Can measure responses to campaigns
            Direct Marketing
            Example: Land’s End succeeds as a clothing manufacturer on 
            the internet, mainly because it displays a virtual 3D model 
            that allows customers to "try" clothes before ordering.
                                 a. Direct Mail
                                    Direct mail is a well-known medium because it allows the target market 
                                     selectivity, can be adapted to the intended consumer, is flexible, and 
                                     allows early testing and response measurement.
                                    One of the biggest users of direct mail is the financial services industry.