Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
13 Cards in this Set
- Front
- Back
|
What is Direct Response Television (DRTV)
|
Term used to describe goods and services sold directly through television, often avoiding the retail channel
|
|
|
What are the 3 subgroups of DRTV?
|
1. Short form (30 or 60 second direct response commercials)
2. Long form - infomercials 3. TV home shopping - Home shopping network |
|
|
According to Electroni Retailing Association, electronic retailing has experienced ______ in annual growth.
|
Double Digit, with sales of over 300 billion $ in 2005.
|
|
|
What has happened to the perception of direct TV over the years?
|
It has drastically changed. Infomercials are presented in a more entertaining manor - it is less of a hard sell.
|
|
|
What is the cost of an infomercial?
|
Experts say it costs around $150,000 to produce a 30 minute infomercial, with prices going as high as $500,000 depending on the location and if a celebrity is used.
|
|
|
How do you test the retail sales impact of an infomercial?
|
The infomercial should run 10 times per market per week for a minimum of 4 weeks so before and after impact can be measured.
|
|
|
What is the focus of an infomercial?
|
You ask the viewer to take action immediately.
- make a call - grab the credit card - make a purchase |
|
|
What are the objectives that can be met by infomercials?
|
1. Launch Products
2. Establish Leads 3. Drive Retail Traffic 4. Create Awareness 5. Protect and enhance brand image |
|
|
What is the Shopping Channel?
|
- 24/7 TV station allowing home shoppers to purchase items
- Broadcasts live 18 hours a day - Presents more than 800 products each week - Demographic for these channels are typically women, 70 - 75%, typically buy for themselves but also for men in their lives. - shopped 4 million items in 2011 - distribution sends over 16,000 items daily - reaches 8.5 million Canadian households - is Canada's only 24 hour shop at home service. |
|
|
What is the Shopping Channel Online?
|
- industry leading ecommerce site accounting for 40% of all company sales
- in 2011 achieved sales of more than $100 million - Attracts nearly 1 million unique visitors a month - the only retailer in Canada to stream two screens - television and online. |
|
|
How do you get on the Shopping Channel?
|
- submit your product for evaluation
- Product evaluation by a team of buyers - needs to be unique - Quality assurance testing - Stock your warehouse - orders are usually between $15,000 - $25,000 - they will mark up your price by 30-50% - will be 45 days before you get paid - you may be asked to appear in the show with a rep, need to supply more inventory. |
|
|
What is the largest catalogue in Canada?
|
Sears, more than 4 million households
|
|
|
What are the 5 aspects of telemarketing?
|
1. Fundraising
- Inbound (donations) - Outbound(solicitations) 2. Sales Support - Generating leads - Qualifying leads - Securing appointments - marketing research 3. Personal Selling - opening new accounts - selling existing accounts 4. Fulfillment - accepting orders - maintaining customer records - invoicing and processing payments 5. Customer Service - handling inquiries and complaints - help lines |
