Television direct marketing : a new selling strategy : its impact on the Maltese market

Abstract

Television direct marketing is a new marketing concept in Malta, which has got underway at a slow but steady rate. The aim of this study was to analyse this discipline, with particular emphasis on the customer perspective. A qualitative and quantitative study were administered. The former served as the groundwork to the latter, for its purpose was to draw a brief profile of the two main local companies that practice direct response television in Malta. On the other hand, the quantitative study is at the heart of this paper. It was implemented to discover how this method has been accepted locally, who the cable and satellite viewers that have used it are, how they perceive it, and whether they are satisfied with the service offered. The findings point towards an advertising concept that, if applied professionally, can be potentially rewarding and leaves great openings for businesses in Malta.