Download IAI PROMOTION 4 - PUBLICITY AND MD [Mode de compatibilité]

Méthodes de communication
Mass Selling
• Advertising
Master 1 International Business Engineer
• Publicity
Communication / promotion
Personal Selling
• Buyer/seller relationship
Session 4 : PR, Publicity and Direct Marketing
• Direct Marketing
G. de Lanauze
Sales Promotion
Communication G. de Lanauze
The PR team at General
Motors is spinning their
wheels today in an
attempt to clarify an
internal memo that said
employees should only
use the word “Chevrolet”
when referring to the
brand, not Chevy.
General Motors CEO Mary
Barra introduces the 2016
Chevrolet Volt during its world
debut at the North American
International Auto Show in
Detroit, Mich.
Master 1 IAI - 2015 / 2016
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Public Relations
Introduction : Chevrolet
many faces of PR
General Motors (NYSE:GM) Chief Executive Mary Barra, under fire for what many
critics argue was a bungled response to reports of defective ignition switches, has gone on
the offensive. Barra on Monday announced three new safety recalls that expand the total
number of cars affected to more than 3 million. She also apologized for GM’s missteps
and vowed to change the carmaker’s system for handling such decisions. The moves
come after GM ignited a firestorm of negative publicity by defending how it dealt with
reports of defective ignition switches linked to 12 deaths
Public Relations
Public Relations
PR …focuses on communication that can foster goodwill between a firm
and its many constituent groups: customers, stockholders, suppliers,
employees, government entities, citizen action groups, and the general
public.
O’Guinn, Allen, Semenik, 4E, p. 699
Pertaining to the field of « PR » :
– Press relations
– Product/brand publicity
– Corporate communication
– Lobbying
– Event and sponsorship
Role & Impact of Public Relations
Advantages:
• Strong impact on public awareness
• … at a lower cost than advertising
• Greater credibility than advertising
Publicity is often underused
Good public relations can be a powerful brand-building tool
Objectives:
Awareness
Image
Trust
Knowledge
Appreciation
Credibility, loyalty
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Communication
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G. de Lanauze
Master 1 IAI - 2015 / 2016
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How has the Role of PR Changed ?
PR Objectives
Traditional Role:
• Communicating and gaining acceptance of policies and programs
in the community
Promote Goodwill
New Role:
• More marketing-oriented (Marketing Public Relations – MPR)
• Operates within a marketing department to develop programs and
policies
• Supports marketing objectives and adds value to the IMC
program (Integrated marketing communication program)
Prepare internal Communications
Image building, industry events, community activities…
Promote a Product or Service
Press releases, events, brand news, increase public awareness
Disseminate information and correct misinformation to maintain
employee support
Counteract Negative Publicity
Damage control function
Lobby
Deal with government officials and pre-empt pending legislation
Give Advice and Counsel
Today’s major brands tend to be born with publicity, not advertising
Communication G. de Lanauze
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Master 1 IAI - 2015 / 2016
Assist management positioning on public issues, prepare employees
for public appearances, and help management anticipate public
repsonses.
Communication G. de Lanauze
…but also…(Role of Public Relations)
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Master 1 IAI - 2015 / 2016
PR targets
Two kinds of targets: direct or indirect
Amplify and give added value to all other promotional actions
Serve as a permanent and direct link between firm and its publics
Bring answers to these publics and set a dialogue with them with
a informative scope
Direct targets:
Indirect targets:
•Internal targets (employees)
•Financial targets
(shareholders, investors,…)
•Clients, customers,
consumers
•Suppliers
•Opinion Leaders, early
adopters, VIP, buzz leaders
•Journalists : press
relationships
•Prescriptors
The intermediary becomes
the apparent source of the
message
Communication G. de Lanauze
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Master 1 IAI - 2015 / 2016
Basic PR Strategy
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Advantages / drawbacks of PR
Proactive
Guided by marketing objectives, publicizes brands and company, offensive
approach to PR.
1. PR Audit – looking for +ve newsworthy aspects of a firm
2. PR Plan – identifies objectives and activities
1. Current Situation Analysis
2. Program Objectives
3. Program Rationale
4. Communications Vehicles
5. Message Content
Advantages
Drawbacks
•Credibility
•Lack of control over material
•Low cost
•Media time and space aren’t
guaranteed
•Breaks through the clutter
•Measurement is difficult
•Image building
Reactive
Driven by outside influences to the company, problem solving based,
defensive approach to PR.
1. PR Audit – same as above (provides ammunition to react)
2. Identification of Vulnerabilities – recognize areas where firm has
weaknesses so as to be prepared for controversy, discussion.
Communication G. de Lanauze
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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•Get over consumer resistance
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Master 1 IAI - 2015 / 2016
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PR Tools
Press information
Press Releases
Feature Stories
Interviews and Press Conferences
Must be:
Objective, argumented, proof supported
Original
Interesting
Targeted
Provided at the right moment
Company Newsletters
Sponsored Events
Publicity (unpaid media exposure)
Buzz Marketing – seeding the media
Viral Marketing – consumers marketing to consumers via blogs,
newsgroups, etc…
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Press release – press kit
To be defined deontologically:
Usually: coverage of the journalist costs related to the mission
and or relation
Balance between paid advertising and free press writing
Gifts to journalists?
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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How to get value from media relations
Database updating (press files management softwares)
Press release : reactive, linked to contemporary news
Press kit : complete, detailed, used for major actions
Analysis of impact, coverage, content / monitoring
Objectives : INTEREST – TARGET PROXIMITY – TOPICALITY
Press review (exploitation, diffusion, relays, but also
management of the copyrights)
How to write a press release ?
• Strong, concise impacting title, with short abstract at the begining of the
paper
• Short sentences, paragraphs with subtitles
• Simple wording, logical, structured, brief, (avoid technical vocabulary and
jargon)
Don’t forget:
• To attach photographs (digital format)
• To indicate the legends, the picture credits,
• To check legal availability of material, reproduction rights
Communication G. de Lanauze
Media monitoring:
news
sector
competition
ROI evaluation
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Master 1 IAI - 2015 / 2016
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Master 1 IAI - 2015 / 2016
Publicity
Publicity (continued)
What is Publicity?
•
Generating news about a product or service in the media
•
Short-term strategy (whereas PR extends over a period of
time)
•
News isn’t always positive or under the control of the
organization (whereas PR provides positive info about a firm
and is usually controlled by the firm)
Why is Publicity so Powerful?
• Highly credible:
• reported by a 3rd party like a newscaster, magazine, or
newspaper, Consumer Reports)
• News value
• Generates a lot of impressions
• Word of mouth is high
What are the disadvantages?
• Timing – can’t be guaranteed
• Accuracy – what is aired or printed isn’t up to you
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Corporate advertising
Corporate Advertising
Promoting the firm by enhancing its image, assuming a position
on a social issue, or seeking involvement from the market
Why do Corporate Image Advertising?
• Boost employee morale and improve relations
• Give investors information and reduce uncertainty
• Help diversified companies establish an identity
• Helps position the firm and reach target markets not reached
through other forms of advertising
…not intended to promote a specific brand,
rather…intended to establish a favourable
attitude toward a company as a whole.
TYPES:
Image:
• Majority of corporate advertising is Image.
• Enhance overall image amongst constituents: consumers,
employees, and general public.
Advocacy:
• Establish corporation’s position on important social,
political, ore environmental issues.
Cause-Related:
• Features the firm’s affiliation with an important social cause.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Politics - Power - Lobbying
Communication G. de Lanauze
Matching results with objectives
Objectives : modification ofo technical norms, quotas, social
dispositions, rules and tax decisions, etc…
Virtuous: public interest
Surveys
Basic lobbying activities:
Direct:
Written communication using letters or emails
Lobbying visits to the legislator in his or her district office
Attendance at fairs and conferences and political events
Participation in legislative receptions.
Indirect : user associations, unions, surveys, ecc
Audits
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How to measure the effectiveness of PR Efforts
Lobbying: Activities designed to influence the decisions made
by individuals in positions of authority.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
Personal observation and reactions
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Master 1 IAI - 2015 / 2016
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Sponsorships & Events
Sponsorship and events
Sponsorship:
a sponsorship is a cash or in-kind
fee paid to a property in return
for access to the exploitable
commercial potential associated
with that property (financial support
of an event in return for advertising
privileges)
Event Marketing:
Integrating a variety of communication
elements behind a event theme.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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What is sponsorship?
Chevrolet signed their official deal with Man U…
Sponsorship is a commercial deal where a business provides
support, usually financial, for a team, athlete or event.
… to become the official shirt sponsor starting in 2014, which by
the way will cost them about $70M per year until 2020-21.
Companies hope to enhance their advertising and brand
recognition by association with a sport or athlete, presenting
their brand and products in a positive light.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Communication G. de Lanauze
Special Events & Sponsorships
Public Relations Tie-in:
Sponsorships relate to
special events
Communication G. de Lanauze
Types of Sponsorship
Sports Marketing
Arts
Causes
Associations
Festivals
Entertainment
Sponsorship Trends:
Reasons for Growth:
Sports sponsorships
Entertainment, tours, and
attractions
Festivals, fairs, and annual
events
Cause-related marketing
Arts
Avoids clutter
Cost efficient / effective
Gains constituencies’
approval
Enhances brand equity
Allows for lifestyle or
geographic targeting
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Sponsorships & Events
2001: $9.5 billion spent
Types of Sponsorships:
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Communication G. de Lanauze
Primary types of sponsorships
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Sport sponsorship
Sports
The largest sponsorship segment (70%),
sports reaches a “mass” target audience.
Sports sponsorship are dominated by some of the largest
manufacturers, service companies, and retailers
Entertainment
Music plays a major role in entertainment
sponsorships.
•
Ford, General Motors, Molson, Labatt, RBC Financial, BMO
Financial Group, Visa, MasterCard
Culture& the Arts
Cultural sponsorships are aimed at a
“class” target audience.
•
82% of the North American executives perceive event
marketing to be strategic and efficient business tool.
Cause-Related
•
Partnership between a company and a nonprofit entity for mutual benefit
A key indicator of success is the effect the association with a
sponsored event has on consumer awareness of brand or
company.
•
From grassroots (local) levels to global events
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Forms of sponsorship
Forms of sponsorship - examples
an event or competition:
•
The London Marathon, Virgin
a sport:
•
Athletics, Norwich Union
an athlete:
•
David Beckham, Adidas
a team:
•
Aston Villa, Genting Casinos,
•
England Football, Nationwide
a facility:
•
Friends Provident St. Mary’s Stadium
Brand names on kit
Banners at grounds and in arenas
Adverts in programmes, websites, TV
Use of players and team in adverts
Personal endorsement of products
Free transport, …cars, flights etc.
Free kit and equipment
Sponsorship of facilities
Achievement schemes in schools
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Communication G. de Lanauze
Entertainment sponsorship
Art and cultural event opportunities embrace dance, film,
literature, music, painting, sculpture, and theatre.
•
Coca-Cola uses entertainment sponsorships as a vehicle for
developing pop-music and youth-lifestyle marketing strategies.
•
Festivals (film, comedy, music) offer opportunities to reach a
cross-section of adult target audiences.
•
Eg: Montréal International Jazz Festival attracts GM, TD Canada
Trust, Loto Quebec, and Bell
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Partnership between company and a non-profit entity for mutual
benefit
The relationship between the parties has significant meaning
to consumers
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Effective for companies who prefer to reach a more selective
and upscale audience (e.g., Mercedes).
•
Primary benefit that companies gain from sponsoring the arts
is goodwill from the public.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Strategic Considerations for Event Marketing
Cause marketing sponsorship
•
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Cultural and art sponsorship
Sponsor concerts and secure endorsements from high-profile
personalities in the hope that the celebrity-company
relationship will pay off in the long run.
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Master 1 IAI - 2015 / 2016
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“Fit” between the event and the sponsor is essential. It is
important to:
•
•
•
•
•
Select events offering exclusivity
Use sponsorships to complement other promotional activity
Choose the target carefully
Select an event with image that sells
Establish selection criteria
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Master 1 IAI - 2015 / 2016
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Chosing the event or cause
Sponsorships & Events
Selecting Sponsorship
Events -- Consider:
•Is it consistent with brand
image or will it benefit the
brand image?
•Does it offer a strong
probability of reaching the
target audience?
•Does the event complement
existing sponsorships and
other communication efforts?
Communication G. de Lanauze
•Is the event cluttered by
many other sponsors?
•Is the event economically
viable?
•Has the competition
previously sponsored the
event? Is there a risk of
confusing the target
audience as to the sponsor’s
identity?
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Sponsorships & Events
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Pointers for measuring the value of sponsorships
• Have clear goals & narrowly defined objectives
• measure against a benchmark
• do not change other marketing variables
• incorporate an evaluation program into sponsorship
• establish a budget for measuring results
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Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Visa has threatened to withdraw sponsorship
support from FIFA, finally making its exasperation
public in the wake of multiple scandals…
Highly regulated activities:
Ex: tobaccos, alcohols, medicine
Activities where lobbying is crucial:
Ex: unions, professional organizations
Activities where corporate image and personal relationships are
a must:
Ex: consulting agencies, architects, lawyer
Activities where opinion leaders and VIP have an influence
Ex: Luxury, B-to-B, markets with high government control
Master 1 IAI - 2015 / 2016
Master 1 IAI - 2015 / 2016
Experts suggest 3 methods
• measure changes in awareness
• measure spending equivalencies
• measure changes in sales revenue with tracking devices
Activities where PR are crucial
Communication G. de Lanauze
Communication G. de Lanauze
Measuring Sponsorship Results
Drawbacks :
• Costly
• Cost of big events
• Advertising clutter at events
• Cosponsorship is cluttered
• Ambush marketing (potentially)
• Effectiveness hard to measure
• Can be risky
Communication G. de Lanauze
Benefits :
• Target marketing capability
• Face-to-face access to customers
• Public image enhancement
• Offers those with limited media
alternatives a means of communication
• Public approves of it much more
than advertising
• Highly self-selective audience
• Enhances company image
• Can boost company morale
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The majority of sponsors have condemned FIFA after two
corruption probes were launched by US and Swiss authorities
this week.
This comes only weeks after the organization was slammed for
ongoing human rights issues in Qatar, where hundreds of
migrant workers are thought to have died during the
construction of World Cup 2022 sites.
Will sponsors follow suit and pull out?
"It is almost certain that they will have clauses that allow them to
do so if they can demonstrate that the organization is either
behaving unethically or bringing adverse publicity on them as
sponsors.“
http://www.marketingmagazine.co.uk/article/1349020/will-replace-fifas-tarnished-sponsors
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Master 1 IAI - 2015 / 2016
Communication G. de Lanauze
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Some clues to adress the question
Discussion Question
If you were responsible
for marketing an antiantiaging cream to baby
boomers, what events
or causes would you
choose to sponsor
(local or national) and
why?
Communication
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G. de Lanauze
Master 1 IAI - 2015 / 2016
•
Define targets more accurately:
– Direct or indirect (objectives)
– Global perimeter: national, local, international
– Sociodemographic characteristics (gender? Age?...)
– But also: opinions, interests, hobbies, lifestyles,…
– Attitudes and behaviors toward the self, body, physical
appearance, cosmetics, …
•
Evaluate what would be the values and benefits sought in
such a product and link them to values and benefits
associated with sport, art, events, personnalities … (this part
requires creativity)
•
Cross targets, causes and products benefits to identify the
best combinations
Communication
G. de Lanauze
Master 1 IAI - 2015 / 2016
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Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Some proposals: pro and cons?
•
•
•
•
•
•
•
•
•
•
Rolland Garros Tennis tournament
Radio or TV shows and broadcasts (eg: Touche pas à mon
poste)
Thalassotherapy institutes, spa centers
Cobranding with distributors such as Marionnaud
Cannes festival
Fashion week
Jazz concert
Biker races
Events against cancer
Medical conferences and fairs, eg: London anti aging
cosmetic exhibition
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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What position do you want for your brand?
•
Muriel Hermine?
•
Meryl Streep?
•
Golf tournament?
•
Balloon extreme
trip?
Communication G. de Lanauze
Direct marketing
Master 1 IAI - 2015 / 2016
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Direct Marketing defined
Direct Marketing Today
An interactive system of marketing which uses one or more
advertising media to effect a measurable response and/or
transaction.
More than just mail-order…
A complex, diverse tool used by organizations throughout the
world.
Direct marketing often is not integrated with other advertising
efforts.
Common purposes of direct marketing:
Solicit and close a sale
Identify prospects for future contacts
Provide in-depth information
Seek information from consumers
Foster brand loyalty
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
Three Principle Purposes:
• Close a sale with a customer
• ID prospects and develop customer database
• Engage customers, seek their advice and generate brand loyalty
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Direct marketing
Interactive medias
personalized dialog
with the consumer
Data warehouses
Software
Data mining
Mailing
Phoning
E-mailing and Internet
Interactive TV
…
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
General Advertising
Selling to individuals. Customers are
often identifiable by name, address, and
purchase behaviour.
Mass selling. Buyers identified as broad
groups sharing common demographic and
psychographic characteristics.
Products have added value or service.
Distribution is important product benefit.
Product benefits do not always include
convenient distribution channels.
The medium is the marketplace.
Retail outlet is the marketplace.
Marketer controls product until delivery.
Marketer may lose control as product
enters distribution channel.
Advertising used to motivate an
immediate order or inquiry.
Advertising used for cumulative effect
over time to build image, awareness,
loyalty, benefit recall. Purchase action
deferred.
Repetition used within ad.
Repetition used over time.
Consumers feel high perceived risk –
product brought unseen. Recourse is
distant.
Consumers feel less risk – have direct
contact with the product and direct
recourse.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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CONVENIENCE! for today’s dual income and single parent
households.
More liberal attitudes toward using credit.
Greater access to toll-free calling.
Computer technology/new media facilitate online transactions.
More precise segmentation.
Opportunity for relationship building.
Cost per inquiry (CPI) and cost per order (CPO) advantages of
direct marketing.
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Comparison of Direct Marketing and General
Advertising
Direct Marketing
Master 1 IAI - 2015 / 2016
What’s Driving Direct Marketing?
Direct marketing is an interactive system based on one or more
medias in order to create a positive reaction and/or transaction
Data collection
and treatment
about consumers
Communication G. de Lanauze
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Database in Direct Marketing
Knowing who the best
customers are as well as
what and how often they buy.
Mailing lists:
Internal lists
External lists
Databases allow direct
communication with
customers like this Saturn
newsletter.
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Master 1 IAI - 2015 / 2016
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The Marketing Database
A Comprehensive Consumer Database
Enhancing the lists:
Augmenting lists with externally provided lists
Incorporating information from external databases
(Demographic, Psychographic,Behavioral data)
The Marketing Database includes data collected directly from
individual customers
RFM Analysis of customers: recency, frequency, monetary
Applications : Frequency-marketing programs
Privacy concerns: Do not call registry / Spam blockers /Opt-out
options
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Master 1 IAI - 2015 / 2016
Name
Gender
Occupation
Address/
Zip Code
Marital
Status
Transaction
History
Telephone
Number
Family
Data
Promotion
History
Length of
Residence
Education
Inquiry
History
Age
Income
Unique
Identifier
Communication G. de Lanauze
A Business-to-Business Database
Master 1 IAI - 2015 / 2016
Direct Marketing Strategies
One-Step
Two-Step
Contact Info
Industrial
Classification
Headquarters
Location
Contact
Title
Size of
Business
Purchase
History
•
The medium is used
directly to obtain an
order
•
May use one medium to
obtain inquiry and
qualify prospect
Telephone
Number
Revenues
Promotion
History
•
•
Source of
order, inquiry,
referral
Number of
Employees
Inquiry
History
Often use 800 number
phone orders and credit
card payment
Typically follow up with
a second medium to
complete the sale
Credit
History
Time in
Business
Unique
Identifier
Communication G. de Lanauze
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Master 1 IAI - 2015 / 2016
Home
shopping
Communication G. de Lanauze
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Types of Direct Mail
Media Applications in Direct Marketing
Direct response advertising
Direct Mail
Telemarketing
Infomercials
E-mail
Other media
Print,
Magazines
catalogs
Newspapers
Infomercials
Teleshopping
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All forms of advertising sent directly to prospects through the
U.S. Postal Service or through private services
Telemarketing
Flyers
Inclusions
Catalogs
Postcards
Folders
Reprints
Broadsides
Sales letters
Broadcast
TV Spots
Direct Mail
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Eg: Porsche Targets Prospects with Direct Mail
Porsche North America uses direct marketing to appeal to
upscale audiences. After limited success as a sole medium,
direct mail was then combined with other IMC elements, such
as television and magazine advertising.
Although direct mail continues to be a favorite medium, its use is
being seriously threatened by the Internet.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
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Success with Catalogs
Direct Mail
Advantages
Selective, flexible, little waste, lends itself
to testing, uses many formats
Disadvantages
Direct mail is expensive
• May cost 15 to 20 times more to
reach a person with a direct mail
piece than with a TV commercial
Mail lists can be plagued with bad
addresses
Mail delivery dates can be unpredictable
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Master 1 IAI - 2015 / 2016
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an example of direct response
advertising, which has the goal
of soliciting an immediate
response from the consumer.
Toll free numbers are generally
included so the receiver can
immediately call to place an
order.
Communication G. de Lanauze
Telemarketing
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Telemarketing
Telemarketing can be a potent tool. As with direct mail:
Contacts can be selectively targeted.
The impact of programs is easy to track.
Experimentation with different scripts and delivery formats is simple
and practical.
Telemarketing involves live constructive dialogue.
Telemarketing means using the telephone to
solicit sales.
Outbound
Inbound
Telephone calling by the
marketer or marketer’s agent
to individual prospects,
seeking purchase,
subscription, membership, or
participation by the call
recipient.
Marketers facilitate and
invite prospects to call a
central location via a long
distance number, by a tollfree 800 number, or a fixedcost 900 number.
Communication G. de Lanauze
Master 1 IAI - 2015 / 2016
A Direct Response Print Ad
A catalog for Illuminations,
which not only sells directly
through catalogs, but also
uses them to inform
consumers of product
offerings available in the
stores.
While some predicted that
catalogs would cease to exist
with more use of the Internet,
the opposite is true. The
emotional appeal of the
traditional catalog exceeds
that of online catalogs.
Communication G. de Lanauze
Some creative
opportunities.
Master 1 IAI - 2015 / 2016
The telemarketing industry is a very big business:
Over 6.5 million people work in the telemarketing industry in the US
There are over 50,000 call centers in the United States
Marketers spend over $76 billion a year on outbound telemarketing
calls
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Master 1 IAI - 2015 / 2016
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Telemarketing
E-Mail
Telemarketing shares many of direct mail’s limitations:
Very expensive on a cost-per-contact basis.
Names and addresses go bad as people move, so too do phone
numbers - 15 percent of the numbers called are inaccurate.
Telemarketing does not share direct mail’s flexibility in delivery
options. When you reach people in their home or workplace,
you have a limited span of time to convey information and
request some response.
Telemarketing is becoming a highly maligned practice in
consumers.
By 2007, over 70 percent of US households had registered their
phone numbers with the “Do not call registry.”
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Master 1 IAI - 2015 / 2016
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Bulk e-mail is known as “spam”
Fraudulent email know as “phishing”
However e-mail is an increasingly popular tool for marketers
Advantages.
Cheap
Good response rates
suggests getting consumer permission to send product
information
Avoid bulk e-mailings
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Master 1 IAI - 2015 / 2016
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