Promotion: Integrated Marketing Communications
... News carried by the media about a firm or its products at no charge to the organization for media time and space Example – book reviews, articles carried in newspaper about new store opening, guest appearances on TV and radio shows ...
... News carried by the media about a firm or its products at no charge to the organization for media time and space Example – book reviews, articles carried in newspaper about new store opening, guest appearances on TV and radio shows ...
Marketing Basics Notes
... Target Market – people with a defining set of characteristics that set them apart as a group. Targets must be: ...
... Target Market – people with a defining set of characteristics that set them apart as a group. Targets must be: ...
Advertising Direct marketing Sales promotion Publicity/PR Personal
... – effects can be measured relatively effectively – shortshort-run – quick gains often at expense of longlong-term brand equity – clutter ...
... – effects can be measured relatively effectively – shortshort-run – quick gains often at expense of longlong-term brand equity – clutter ...
Direct Marketing, Personal Selling, and Sales Promotion
... Telemarketing: Selling and prospecting via telephone Direct-response advertising: Advertising that requires feedback from the viewer, listener, or reader o Direct-mail: Advertising sent directly to prospects via government (USPS), private (UPS), or electronic mail (Yahoo) delivery service o US ...
... Telemarketing: Selling and prospecting via telephone Direct-response advertising: Advertising that requires feedback from the viewer, listener, or reader o Direct-mail: Advertising sent directly to prospects via government (USPS), private (UPS), or electronic mail (Yahoo) delivery service o US ...
3.04
... Direct Marketing: allows targeting of customer segments in order to focus promotional efforts ...
... Direct Marketing: allows targeting of customer segments in order to focus promotional efforts ...
Direct marketing
... Growth in direct marketing • growing cynicism towards traditional media • fragmentation of traditional media and audiences • call for greater accountability • desktop publishing • liberalisation of telecommunications sector • growth in credit card usage • growing retailer strength • cash-rich, time ...
... Growth in direct marketing • growing cynicism towards traditional media • fragmentation of traditional media and audiences • call for greater accountability • desktop publishing • liberalisation of telecommunications sector • growth in credit card usage • growing retailer strength • cash-rich, time ...
DIRECT MARKETING
... DM (Direct Marketing) Defined Direct Marketing…an interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location. O’Guinn, Allen, Semenik, 4E, p. 673 ...
... DM (Direct Marketing) Defined Direct Marketing…an interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location. O’Guinn, Allen, Semenik, 4E, p. 673 ...
Direct marketing
Direct marketing is a channel-agnostic form of advertising which allows businesses and nonprofit organizations to communicate straight to the customer, with advertising techniques that can include cell phone text messaging, email, interactive consumer websites, online display ads, database marketing, fliers, catalog distribution, promotional letters, targeted television commercials, response-generating newspaper/magazine advertisements, and outdoor advertising. Amongst its practitioners, it is also referred to as direct response.Direct marketing messages focus on the customer, data, and accountability. Hence, besides the actual communication, it is integral to a direct marketing campaign to create actionable segments, use pre- and post-campaign analytics, and measure results. Characteristics that distinguish direct marketing from other types of marketing are: A database of names (prospects, customers, businesses, etc.), often with certain other relevant information such as contact number/address, demographic information, purchase habits/history, and company history, is used to develop a list of targeted entities with some existing common interests, traits or characteristics. Generating such a database is often considered part of the direct marketing campaign. Marketing messages are addressed directly to this list of customers and/or prospects. Direct marketing relies on being able to address the members of a target market directly. Addressability comes in a variety of forms including email addresses, phone numbers, fax numbers, postal addresses, and even web browser cookies. Direct marketing seeks to drive a specific ""call to action."" For example, an advertisement may ask the prospect to call a free phone number, mail in a response or order, or click on a link to a website. Direct marketing emphasizes trackable, measurable responses, results and costs from prospects and/or customers, regardless of medium.Direct marketing is practiced by businesses of all sizes, from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can indicate a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements can rarely prove their impact on the organization’s bottom line.