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Direct & Database
Marketing
Creative Elements: Aida model
AIDA model – A model that depicts the successive
stages a buyer passes through in the personal
selling process including: attention, interest, desire,
and action.
A = Attention
I
= Interest
D = Desire
A = Action
creative execution style – The manner or way in which
a particular advertising appeal is transformed into a
message.
creative selling – A type of sales position where the
primary emphasis is on generating new business.
creativity –
A quality possessed by persons that enables them to
generate novel approaches, generally reflected in
new and improved solutions to problems
Creative Elements: Many “Rules of Thumb”
Nash’s “5 S”:
Stop’em
Show’em
Seduce’em
Satisfy’em
Sell’m
Note: “’em” = them
Developing an Advertising
Campaign

Creating the Advertising Message
 Copy: the verbal portion of advertisements
 Includes headlines, subheadlines, body copy,
and signature
 Copy guidelines
 Identify a specific desire or problem
 Recommend the product as the
best way to satisfy the desire
or solve the problem
 State product benefits
 Ask the buyer to take action
Developing an Advertising
Campaign (cont’d)
Storyboard: A mockup combining copy and visual material
to show the sequence of major scenes in a commercial
Plugged
“Hum”
Unplugged
“Buzz”
Leap
“Yeah”
Upset
“Oops”
Developing an Advertising
Campaign (cont’d)

Creating the Advertising Message (cont’d)
 Artwork

An ad’s illustration and layout
 Illustrations

Photos, drawings, graphs, charts,
and tables used to spark audience interest
 Layout

The physical arrangement of an
ad’s illustration and copy
Advertising Appeals
Reasons Why
 Comparative
Advertising
 Demonstration

USP
USP clearly
communicates
the reason a
product
can satisfy
a need
What makes a great ad?
Connects
with me emotionally?
Memorable,
I remember the company or product
name?
Makes
Offers
me want to do something?
me something of value (that I can’t get
elsewhere)?
What is advertising campaign?

It is a series of coordinated
advertisements and other promotional
efforts that communicate a single theme or
idea.
Developing an Advertising
Campaign:
Evaluation
Assessment
Pretest
Evaluation of ads performed before a campaign begins
Consumer Jury A panel of a product’s actual or potential buyers who
pretest ads
Posttest
Evaluation of advertising effectiveness after the
campaign
Recognition
Test
A post test in which individuals are shown the actual ad
and asked if they recognize it
Unaided Recall
Test
A posttest in which respondents identify ads they have
recently seen but are given no recall clues
Aided Recall
Test
A posttest that asks respondents to identify recent ads
and provides clues to jog their memories
Direct & Database
Marketing
Offers & Incentives:
Lecture 8
Direct & Database Marketing
9-Step process for delivering marketing programs:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Set objectives
Segment (based upon existing customers, if
possible)
Decide on first target markets
Decide of product/price proposition
Decide incentive approach
Decide media
Decide Timing issues
Develop creative platforms
Design a detailed test program
Direct & Database Marketing
Media:
Direct media:
Direct Mail
 Telemarketing
 Internet

Direct & Database Marketing
Acquisition Media:



National Press
Magazines
Inserts
Direct & Database Marketing
Offers & Incentives:
Definition:
The offer is the proposition that you make the
customer. It is what you are asking them to
accept.
The totality of what we are offering the
customer, and what we expect back for it.
Direct & Database Marketing
2006
Offers & Incentives:
Incentives (sales promotions)
Short term incentives which turn customer
desire into action at the point of sale
Direct & Database Marketing
2006
Offers & Incentives: Retention programs
Dialogue: “keeping the relationship alive”
 Information sheets
 Newsletters
 Catalogues

By Delivering:



Help
Information
Ways of making the product more valuable
Direct & Database Marketing
2006
Offers & Incentives: Retention programs
Clubs:
Creating a membership scheme as part of loyalty
strategy

Customers’ involvement with product