Direct Marketinf Test 2 Chap 7&8

Front 1

direct mail

Back 1

the leading printing medium that dm's use for direct response advertising

Front 2

direct mail as a print medium: advantages

Back 2

1)selectivity & personalization
2)flexibility (many formats)
3) most suitible for testing (near perfect random sample

Front 3

direct mail as a print medium
disadvantages

Back 3

high cost per prospect

Front 4

direct mail designs

Back 4

-self mailer
-classic format
-catelogs

Front 5

self mailer

Back 5

any direct mail piece mailed without an envelope
-wide variety of sizes and shapes
-ship shapes
-mail as shapes (frogs, cars etc)
-solo mailer - one coupon

Front 6

solo mailer

Back 6

direct mail pieces that promote a single product or limited group of related products

Front 7

classic format

Back 7

a direct mail package consisting of:
1)outer mailing envelope
2)letter(opening & postscript)
3)brochure(circular)
4)response device(order form)
5) reply envelope
6)other devices- premiums, chits

Front 8

chit

Back 8

an additional enclosure card or separate slip of paper that highlights a free gift or some other information
-often printed on a different color, size of paper to make it stand out from the rest of the mailing package

Front 9

mailing envelope

Back 9

a vital component to the success of a direct mail package, for unless envelope receives attention and is opened, the contents will never be revealed

Front 10

letter

Back 10

the principal element of a direct mail package that provides the primary means for communication and personalization

post script (ps) at end of letter, high visual value, recipient will frequently read this part of letter first. use to restate the offer, highlight benefits, direct the reader to another package

Front 11

catalog

Back 11

a multipaige direct mail booklet that displays photographs and or descriptive details of products/services along with prices and order details

-one of the most challenging and popular formats for direct marketers
-catalog copy goes hand in hand with design, illustration, and graphics
-pictures show it, words describe it. many descriptive words
-words must spell out benefits

hausers jewelers catalog with recipes, desserts coordinated with jewelry
example of innovative specialty catalog
-wake with jewelry and written memory

Front 12

market segmentation of direct mail

Back 12

-MAILING LISTS are often the distribution vehicle for direct mail
-prospects and market SEGMENTS can easily be IDENTIFIED
-DATA BASES are the HEART of direct mail as a print medium

Front 13

other print media formats

Back 13

coupons
cooperative mailings
statement/invoice staffers
package inserts
take one racks

Front 14

coupon

Back 14

an offer by a manufacturer or retailer that includes an incentive for purchase of a product or service in the form of a specified price reduction

Front 15

cooperative mailings

Back 15

provide participants, usually noncompeting direct response advertisers, with opportunities to reduce mailing cost in reaching common prospects

Front 16

stuffers

Back 16

printed offers of products and services that are inserted in the envelope with invoice or statement

Front 17

package inserts

Back 17

printed offers of products and services that arrive when the recipient receives and order that he or she has purchased

Front 18

take one racks

Back 18

an alternative method of print distribution where the printed material is placed on a display rack

Front 19

magazines design

Back 19

headlines- most important
body cop - starts with benefits and ends with request for action

response device
inserts

Front 20

magazines market segmentation

Back 20

demographic editions of magazines are directed to market segments such a women, college students, bus executives, gardeners, etc

Front 21

categories of magazines

Back 21

1)general mass- high circulation, low cost per thousand readers (reader's digest, tv guide, people, national geographic)
2)women's service - heavy circulations, and low cost per thousand readers (good housekeeping, family circle, seventeen)
3)shelter- selected demographics and increased cost per thousand circulation (better homes and garden, house beautiful)
4)special interest- highly selected demographics and life style definition (national geographic for kids, travel and leisure, ski, golf digest, usa hockey)
5) business- published for specific business readers (forbes, american banker)

Front 22

magazine advantages

Back 22

-reach MASS or class AUDIENCES
-excellent REPRODUCTION at relatively LOW COST
-relatively LONG LIFE and many READERS per copy

Front 23

magazine disadvantages

Back 23

-less space to tell a story
-closing dates considerable in audience of the issue date
-varied distribution leads to slower response

Front 24

closing dates

Back 24

the date by which the magazine must receive the ad)

Front 25

magazines deal with

Back 25

position and timing

Front 26

bingo card

Back 26

also called information card, is an insert or page of a magazine that is created by the publisher to provide a numeric listing of advertisers. can be bound into magazine or inserted loosely

Front 27

newspapers
market segmentation

Back 27

-not as finely segmented as other mediums
-online additions may be available
-opportunities through:
--urban vs. rural, dailies vs weeklies, "free papers"

-placement of direct response advertisements
--such as in the sports, television, comic sections
--can also serve to specific types of readers

Front 28

categories of news paper advertising

Back 28

-run of paper(rop)
-preprinted inserts
-syndicated sunday supplements

Front 29

run of paper(rop)

Back 29

small advertisements that appear in the regular selection of the newspaper where positioning of the ad is at the will of the newspaper

-most are small or appear in specific mail-order sections of newspapers- aka "space ads"

Front 30

prePRINTED inserts

Back 30

newspaper advertisements that are usually printed ahead of the newspaper production and are distributed with the newspaper

-typically sunday editions on or wed & thurs
-preprinted by direct response advertiser

Front 31

syndicated sunday supplements

Back 31

mass circulation sections that are edited nationally but appear locally in sunday editions of many newspapers

-large circulation and great deal of flexibility at a relatively low cost
-variation: comic section

Front 32

ad note

Back 32

small sticker that is placed on the front page of the newspaper that can be peeled off without damaging the newspaper

Front 33

advantages of newspaper

Back 33

-short closing dates
-fast response
-wide variety of formats
-broad coverage

Front 34

newspaper disadvantaged

Back 34

-poor print quality
-limited color

Front 35

newspapers position

Back 35

placement according to like editorial
-example: funeral service next to obituaries

Front 36

newspapers timing

Back 36

-sunday editions are read more leisurely and in a family setting
-morning editions are more appropriate for retailers
-wed and thurs. better for grocery ads