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Elements and requirements of advertising letters
Marketing InstrumentsAKAD Stuttgart 11/2009
Nico Schuster
• What is an advertising letter?
• Requirements
• Elements
• Examples
• Summary
TOC
2
33
What is an advertising letter?
• „the nearest approach to actual, personal salesmenship.“( E. Sampson, Advertise!)
• “Advertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail”(Wikipedia)
• Any letter, personally dictated, sent singly or hundred lots in a printed form…(International Correspondence School 1918 (!))
44
• Know your product• Know your target group
- What do we intend to say?- What reaction do we expect?
• Use good layout• Choose the right time/season• Be honest and straight forward• Check, check and check for spelling mistakes
Requirements
55
More detailed:
• Use headlines (attract attention)
• Tell a story (like talking to a friend)
• Be personal (like talking to cu in a showroom)
• Use short sentences / paragraphs
Requirements
66
• Mailing Envelope• Letter• Brochure/Flyer• Miscellaneous Inserts• Response Piece• Reply Envelope• Self-Mailers • Information Request
Elements
77
• Mailing Envelope• Letter• Brochure/Flyer• Miscellaneous Inserts• Response Piece• Reply Envelope• Self-Mailers • Information Request
Elements
AIDA
88
Example
Derived from Vogele
• Letter
1. Who is writing to me?2. How is he addressing me? What does he want?3. Who has signed the letter?4. Should I read the letter?5. Of what benefit will the letter be for me?6. Why is he writing to me in particular?7. Do I need this?8. How have I dealt with this need in the past?9. What benefit does this offer me now?10. Who can prove this?11. How can I find out more?12. What should I do?
99
Examples
Tabelle nach Adler
• Self-Mailer
1010
Examples
from the 1960‘s
1111
• Planning is important(who‘s the target group, what do they expect)
• KISS - Keep it short and simple• Don’t expect too much (avg. response rate 1.5%-3%)
„I do not read advertisements - I would spend all my time wanting things“
Franz Kafka
Summary
12Nico Schuster
12
Thank you for your attention!