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Direct MarketingSession 7
Course : J0884 - Advertising & PromotionYear : 2010
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Direct Marketing Defined
Radio
Direct Selling Magazine and Newspaper
Direct MailTelemarketing
TV Selling
The total of activities by whi ch the sel ler directs efforts
toa target audience using one or more media for thepur pose of
soliciting a response by phone, mail , orpersonal visi t f rom a
prospect or customer
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Direct Marketing Combines With . . .
Advertising
Sales Promotions
Public Relations
Personal Selling
Internet
Support Media
DirectMarketing
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Direct Marketing Strategies
Bina Nusantara
One-Step
The medium is used directlyto obtain an order
Often use 800 number phone orders and credit card
payment
Two-Step
May use one medium toobtain inquiry and qualify
prospect
Typically follow up with a
second medium to completethe sale
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Direct-Marketing Media
Home shopping
Infomercials
Teleshopping
Print, catalogs Broadcast
TV Spots
Telemarketing
Direct Mail
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Types of Direct Mail
House lists
Broadsides
Catalogs
Flyers
Folders
Inclusions
Postcards
Reprints
Sales letters
Self-mailers
All forms of advertising sent directly to prospects through the
U.S. Postal Service orthrough private services
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Telemarketing
Inbound
Telephone calling by the
marketer or marketers agent toindividual prospects, seeking
purchase, subscription,membership, or participation bythe call
recipient.
Marketers facilitate and invite
prospects to call a centrallocation via a long distancenumber,
by a toll-free 800number, or a fixed-cost 900number.
Outbound
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Bina Nusantara
Audiotex or Telemedia
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Bina Nusantara
Repetitiveperson-to-person
Nonrepetitiveperson-to-person
Party Plans
Forms of Direct Selling
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Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
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Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Risingcosts
Do NotContact lists
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Objectives of Database Marketing
Improve Selection of Market Segments
Stimulate Repeat Purchases
Cross-selling Other Products
Customer Relationship Management
Objectives
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A Comprehensive Consumer Database
Bina Nusantara
Name
Address/Zip Code
TelephoneNumber
Length ofResidence
Age
Gender
MaritalStatus
FamilyData
Education
Income
Occupation
TransactionHistory
PromotionHistory
InquiryHistory
UniqueIdentifier
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A Business-to-Business Database
Bina Nusantara
Contact Info
ContactTitle
TelephoneNumberSource oforder, inquiry,referral
CreditHistory
IndustrialClassification
Size ofBusiness
Revenues
Number ofEmployees
Time inBusiness
HeadquartersLocation
PurchaseHistory
PromotionHistory
InquiryHistory
UniqueIdentifier
