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DIRECT RESPONSE Direct Marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. Direct Marketings greatest strength is it’s ability to target. Benefits to consumers are: convenience, efficiency, and compression of decision-making time. Direct is different from traditional advertising in that it: 1. Integrates communication, selling and distribution. 2. Aims to generate a behavioral response (traditional marketing aims to generate a psychological response with the hope of a later behavioral response) There are five basic steps in direct marketing: 1. Strategic decisions - research, target, set objectives, pick media 2. Communication of an offer 3. Customer response/ordering - donation, subscription, membership, attending a demonstration, asking for more information 4. Fulfillment, filling the order - distribution, customer service 5. Maintenance of database and customer relationships Prospecting is looking for potential buyers in databases SMART TARGETING/DATABASE MARKETING/RELATIONSHIP MARKETING It can cost more per person to use direct advertising, but databases make it possible to target individuals based on some common characteristics that predict that a particular customer will be a good prospect. Due to privacy concerns, the Reform Bill was enacted in 1996 it’s aim was to prevent exploitation. THE ADVERTISERS 1. Companies who use direct response as their only means of obtaining sales. 2. Companies who use direct response in addition to other ways of obtaining sales. 2. Advertising agencies who produce mass ads and direct response ads 3. Advertising agencies who specialize in direct response only 4. Service firms who specialize in supplying printing, mailing and lists. 5. Fulfillment houses THE MEDIA OF DIRECT RESPONSE Direct Mail Catalogs Electronic Catalogs Telemarketing Home Shopping Radio Television Newspapers Magazines Internet MANAGING A DATABASE 1. To record names of customers, expires (names no longer valid) and prospects 2. To provide a vehicle for storing and then measuring results of advertising(usually direct-response advertising) 3. To provide a vehicle for storing and measuring purchasing performance 4. To provide a vehicle for continuing direct communication by mail or phone. Merging - combine lists Purging - delete duplicates Types of Lists 1. House List - your own customers or members 2. Response List - people who inquire for more information, respond to a contest, etc. 3. Compiled List - rented from direct-mail list broker