Chapter 14 - Direct marketing. The main goals of this chapter are: To recognize the area of direct marketing as a communications tool, to know the strategies and tactics involved in direct marketing, to demonstrate the use of direct-marketing media, to determine the scope and effectiveness of direct marketing. | Chapter 14 Direct Marketing Direct Marketing Interactive system of marketing Uses one or more advertising media to effect a measurable response and/or transaction at any location Uses a set of direct-response media Direct-response media: Tools by which direct marketers implement the communication process Factors that Led to the Growth of Direct Marketing Development and expansion of the Postal Service Consumer credit cards Changing structure of American society and the market Technological advances Changing values and lifestyles More sophisticated marketing techniques The industry’s improved image Role of Direct Marketing in the IMC Program Combines: Advertising and public relations Personal selling and sales promotions Support media Companies decide: Program objectives Which markets to target and the strategies to use How to evaluate the program’s effectiveness Direct-Marketing Objectives To seek a behavioral response To build an image To maintain customer satisfaction To inform and/or educate customers in an attempt to lead to future actions Direct-Marketing Approaches One-step approach: Medium is used directly to obtain an order Two-step approach: Uses more than one medium First effort - Screens potential buyers Second effort - Generates the response Direct-Marketing Media Direct Mail Catalogs E-mail Broadcast Media TV Spots Infomercials Home Shopping Print Media Telemarketing Direct Mail Unsolicited mail Advertisers spend substantially on this medium Keys to success Mailing list: Database from which names are generated Ability to segment markets and offers Threat - The Internet Catalogs and E-mail Catalogs Number of catalogs mailed is decreasing Available on the Internet for consumer and business-to-business customers E-mail: Electronic version of regular mail Direct mail on the Internet Lower cost and higher effectiveness than traditional direct mail Spam: Electronic equivalent of junk mail . | Chapter 14 Direct Marketing Direct Marketing Interactive system of marketing Uses one or more advertising media to effect a measurable response and/or transaction at any location Uses a set of direct-response media Direct-response media: Tools by which direct marketers implement the communication process Factors that Led to the Growth of Direct Marketing Development and expansion of the Postal Service Consumer credit cards Changing structure of American society and the market Technological advances Changing values and lifestyles More sophisticated marketing techniques The industry’s improved image Role of Direct Marketing in the IMC Program Combines: Advertising and public relations Personal selling and sales promotions Support media Companies decide: Program objectives Which markets to target and the strategies to use How to evaluate the program’s effectiveness Direct-Marketing Objectives To seek a behavioral response To build an image To maintain customer
