Decision Point: Direct and Digital

Last but not least, you work on the direct and digital element of the IMC plan. With the bulk of the communications budget allocated to advertising, sales promotion, and public relations, you need to limit your direct and digital investment to one tactic for the product launch. Consistent with your other communication channels, your goal for the direct$/$digital channel is to communicate the benefits of the turmeric meal replacement bar to your target audience.

Review the direct$/$digital tactic summary below and recommend a tactic to incorporate into the IMC plan, keeping in mind the strengths and weaknesses of each tactic and your goals for the turmeric bar launch.

Tactic Overall Cost Audience Size Targeting

Telemarketing High Medium High

Direct mail Medium Small High

Website Low Large Low Telemarketing: Purchase a list of adults participating in diabetes education and call them to sell them turmeric meal replacement bars.

Website: Develop an In Fine Fettle website featuring the benefits of the turmeric meal replacement bars.

Direct mail: Purchase a list of Runner's World subscribers and mail them a letter describing the benefits of turmeric meal replacement bars.