Term
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Definition
| Interactive system of marketing which uses one or more advertising media to effect a measurable response and or transaction at any location. |
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Term
| Why has Direct Marketing grown? |
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Definition
- COMPUTERS--segmentation, lists, mail merge, PCs, etc.
- ADVANCED STATISTICAL TECHNIQUES--MORE ACCURATELY PROJECT RESULTS
- MEASURABILITY CAN MEASURE ACCOUNTABILITY BETTER--THE BOTTOM LINE
- SEGMENTATION AND PERSONALIZATION--CAN BETTER ID TARGET MARKETS
- CREDIT CARDS--800 NUMBERS REQUIRE TELEPHONE ORDERING
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Term
| Three areas of direct marketing? |
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Definition
DIRECT RESPONSE DATA BASE MARKETING DIRECT MAIL |
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Term
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Definition
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- order a catalogue
- order a product
- leads for sales force
- clubs--records, books, subscribers
- all the info that's needed to make a purchase is right there
- additional information is needed
could be mail, broadcast, print media, internet direct sales-direct response seeks to achieve a direct, measurable response from the target audience.could be a one or two step program
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Term
| What is meant by information is the key element in direct marketing? |
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Definition
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Term
What are some objectives of direct marketing? Dagmar? |
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Definition
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Term
| The 6 M's of marketing objectives |
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Definition
MARKETS * MERCHANDISE * MEASUREMENTS * MOTIVES * MEDIA * MESSAGES |
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Term
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Definition
| a list of customers that's maintained by your organization. customers who have established a relationship with you are the most likely to purchase or donate again; people who have asked for info in the past are better prospects than others. |
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Term
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Definition
| list of people who have responded to direct mail offers for products that are similar or related to your own. |
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Term
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Definition
| one that has been assembled by an outside firm |
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Term
| Three Target Market Categories of Lists |
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Definition
CUSTOMERS--HAVE BOUGHTPROSPECTS--MIGHT BUY SUSPECTS--VERY BROAD--GEOGRAPHIC, INCOME |
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Term
communication or behavioral objectives? - Retain current customers-
- Induce trial or switching
- Sell by direct response-
- Increased volume-clubs, continue-three or four purchases and you get a discount, etc.
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Definition
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Term
Advantages and Limitations of Direct Marketing |
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Definition
ADVANTAGES - Audience selectivity.
- Flexibility
- Personalization
- Ability to measure results
LIMITS - Questionable accuracy is only as good as the list used
- Public criticism--junk mail
- Lack of content support--adds are dispersed with entertainment or information makes your ad stand alone and has potentially no appeal.
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Term
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Definition
When the promotion is directed at the retailer or wholesaler |
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Term
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Definition
o Emphasis is on the consumer |
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