Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download (Download) - NSU Home | Northeastern State University
Document related concepts
Audience measurement wikipedia , lookup
Consumer behaviour wikipedia , lookup
Audience response wikipedia , lookup
Targeted advertising wikipedia , lookup
Infomercial wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Product planning wikipedia , lookup
Social media marketing wikipedia , lookup
Internal communications wikipedia , lookup
Advertising management wikipedia , lookup
Sales process engineering wikipedia , lookup
Food marketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing research wikipedia , lookup
Sports marketing wikipedia , lookup
Target audience wikipedia , lookup
Neuromarketing wikipedia , lookup
Digital marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Target market wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Marketing communications wikipedia , lookup
Sensory branding wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Global marketing wikipedia , lookup
Green marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Street marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Advertising campaign wikipedia , lookup
Transcript
Promotional Strategy Chapter Fourteen Direct Marketing Direct Marketing • “A total set of activities by which the seller attempts to elicit a direct action response.” – Belch and Belch Advertising and Promotion. • Direct marketing usually is very dependent upon databases. Direct Response Media • Direct mail. • Catalogs. • Broadcast media: television, radio. --Infomercials. --Teleshopping. • Print: order forms. • Telemarketing. • Electronic teleshopping (internet). Growth of Direct Marketing • • • • Catalogues. Use of consumer credit cards. Technological advances. Changing American market: --“Money rich, time poor.” --Dual income families. Growth of Direct Marketing • • • • Catalogues. Use of consumer credit cards. Technological advances. Changing American market: --“Money rich, time poor.” --Dual income families. Direct Marketing and Integrated Marketing Communications. • With advertising: direct response offer is the ad itself. • With public relations and/or personal selling: telemarketing or other activities to solicit funds for nonprofit organizations. • Sales promotion: direct mail or internet messages announcing special discounts (special airfares, for instance). Direct Marketing and Integrated Marketing Communications. • With advertising: direct response offer is the ad itself. • With public relations and/or personal selling: telemarketing or other activities to solicit funds for nonprofit organizations. • Sales promotion: direct mail or internet messages announcing special discounts (special airfares, for instance). Direct Marketing Strategies and Media • One-step approach: medium used to directly get an order. • Two-step approach: one medium may be used to find and screen qualified buyers, second medium designed to generate response (example: broadcast ad describes product, refers consumers to web site for transaction to occur). Direct Selling. • “Direct personal presentation, demonstration and sales of products and services to consumers in their homes.” Belch and Belch, Promotional Strategy. --Repetitive person-to-person selling: Amway. --Nonrepetitive person-to-person selling: encyclopedias. --Party plans. End of Presentation.
