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27 Cards in this Set
- Front
- Back
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direct marketing
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a system of marketing by which organizations communicate directly with target customers to generate a response or transaction.
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direct-response media
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direct marketing uses a set of direct-response media, including direct mail, telemarketing, interactive TV, print, the Internet, and other media. These media are the tools by which direct marketers implement the communications process.
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factors contributing to the growth of direct marketing
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-consumer credit cards
-direct-marketing -the changing structure of American society and the market -technological advances -miscellaneous factors |
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role of direct marketing in IMC program
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combining direct marketing with...
-advertising: direct-response offer is an ad -public relations: tele-marketing techniques, toll free numbers, URLs in promotional materials -personal selling: telemarketing -sales promotions: notifies consumers of promotions -support media: adding a promotional product to direct mail |
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database
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a listing of customers and/or potential customers
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database marketing
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the use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications. can include demographics and psychographics
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functions of a database
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-Improving the selection of market segments
-Stimulate repeat purchases -Cross-sell -Customer relationship managment |
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sources of database information
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-The U.S. Census Bureau
-The U.S. Postal Service -List services -Standard Rate and Data Service -Simmons Market Research Bureau -Direct Marketing Association |
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RFM scoring method
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stands for recency, frequency, and monetary transactions between the company and the customer. (helps determine the effectiveness of a database)
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one-step approach
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a direct-marketing strategy in which the medium is used directly to obtain an order. (ex: ad with a toll free number) goal is to generate an immediate sale when ad is shown.
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two-step approach
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direct-marketing strategy which may involve the use of more than one medium. the first effort is designed to screen, or qualify, potential buyers. The second effort generates the response. (ex. telemarketing and following up)
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mailing list
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constitutes the database from which names are generated, and the ability to segment markets.
*key to the success of direct mail |
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direct mail
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unsolicited mail you receive. "junk mail"
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catalogs
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often used in conjunction with more traditional sales and promotional strategies.
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broadcast media
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media: television and radio
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direct-response advertising
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(the broadcast industry) the product or service is offered and a sales response is solicited, through either the one- or two-step approach.
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support advertising
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(the broadcast industry) supports other forms of advertising. "look in your mailbox"
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infomercial
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a long commercial that ranges from 30 to 60 minutes. use both one- and two-step approaches
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list of direct marketing media
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-direct mail
-catalogs -broadcast media -TV spots -infomercials -homeshopping (increasing) -print media (more popular in specific interest magazines) -telemarketing -electronic teleshopping |
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telemarketing
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sales by telephone
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audiotex/telemedia
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the use of telephone and voice information service to market, advertise, promote, entertain, and inform. (many are interactive)
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electronic teleshopping
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an online shopping and information retrieval service accessed through personal computers
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direct selling
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additional element of direct-marketing program. it is the direct, personal presentation, demonstration, and sales of products and services to consumers in their homes.
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three forms of direct selling
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1. Repetitive person-to-person selling (Mary Kay)
2. Nonrepetitive person-to-person selling (Encyclopedias) 3. Party plans (Tupperware) |
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cost per order (CPO)
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used by advertisers to evaluate the relative effectiveness of an ad in only a few minutes based on the number of calls generated.
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advantages of direct marketing
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1. Selective reach
2. Segmentation capabilities 3. Frequency 4. Flexibility 5. Timing 6. Personalization 7. Costs 8. Measures of effectiveness |
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disadvantages of direct marketing
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1. Image factors
2. Accuracy 3. Content support 4. Rising costs 5. Do Not Contact lists |
