Term
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Definition
| the system of IMC by which organizations communicate directly with target customers to generate a response or transaction (ie: an inquiry, purchase, or vote). |
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Term
| Peter Bennett's definition of DM |
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Definition
| activities which seller effects the exchange of goods/services with buyer and directs effort to target using one or more direct response media vehicles for the purpose of soliciting a response |
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Term
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Definition
| direct mail, telemarketing, interactive TV, print, web, seen-on-tv, etc. |
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Term
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Definition
| use of specific info (databases) about individual customers/prospects to implement more effective and efficient marketing communications |
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Term
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Definition
| databases constitute ability to segment market by names, income, location |
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Term
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Definition
| Recency, Frequency, and Monetary transactions |
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Term
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Definition
| using medium to directly obtain an order (seen-on-tv, buy now) |
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Term
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Definition
| first marketing effort is used to screen/qualify potential buyers. Second effort generates response (cold calling, then follow up) |
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Term
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Definition
| unsolicited mail or junk mail |
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Term
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Definition
| specific to industry for consumer and b2b |
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Term
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Definition
| referred to as short-form programs (drugs, toiletries, audio/video, household products – BILLY MAYS here!) |
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Term
| Broadcast media--Infomercials |
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Definition
| 30 – 60 minutes (THE GAZELLE or MAGIC BULLETT) |
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Term
| Least effective broadcast media |
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Definition
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Term
| Repetitive person-to-person selling |
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Definition
| salesperson visits home/work to sell frequently purchased items (Amway, hotel marketers) |
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Term
| Nonrepetitive person-to-person selling |
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Definition
| visits home/work to sell infrequently bought items (encyclopedias and bibles) |
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Term
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Definition
| salesperson offers products/services to groups through home/office parties and demonstrations (tupperware and party services) |
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Term
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Definition
| advertisers can evaluate the relative effectiveness of an ad in a few minutes based on number of calls generated. By running ad on different stations, a direct marketer can determine effectiveness of the medium itself. |
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Term
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Definition
| advertisers can evaluate the relative effectiveness of an ad in a few minutes based on number of calls generated. By running ad on different stations, a direct marketer can determine effectiveness of the medium itself. |
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Term
| Disadvantages of Direct-response |
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Definition
Image factors: unsolicited junk mail
Accuracy: would depend on accuracy of list used
Content Support: mood creation is limited and undesirable
Rising Costs: increasing postal rates and printing costs
Do Not Contact List: both land and cell lines considering ethical perspective |
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Term
| Advantages of Direct-response: |
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Definition
Selective reach:large number of people with minimal waste
Segmentation capabilities: purchasing lists of prospects/clients
Frequency:depending on medium, could build frequency
Flexibility: creativity of product information
Timing: shorter response time than other vehicles
Personalization: with all demographic and personal info from listings
Costs: specificity reduces wasting costs
Measures of Effectiveness: no other medium gives better immediacy of feedback |
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