台大推廣策略11.PPTVIP

Direct Marketing Direct Marketing Defined Direct mail Telemarketing Catalogs Infomercials Direct Marketing in other media Growth of Direct Marketing Attitudes Toward Credit Over 1 billion credit cards issued. Consumers’ Desire for Convenience Money-rich Time-poor Changes in Technology Cheaper communications Rapid package delivery Electronic delivery systems Measurability in Direct Marketing Cost per Inquiry (CPI) Cost per Order (CPO) ROLE OF DIRECT MARKETING IN PROMOTION AND IMC Closing the Sale Identifying Prospects Engaging the Customer Developing a Database Mailing Lists Internal lists (house lists) External lists List Enhancement adding more names incorporating information Marketing Database Applications REM Analysis Frequency Marketing Program Cross Selling Contents of a ComprehensiveConsumer Data Base Name Address/Zip code Telephone number Length of residence Age Gender Marital status Family data (number of children, etc.) Education Income Occupation Transaction history Promotion history Inquiring history Unique identifier Contents of a ComprehensiveBusiness to Business Data Base Name of company, contact or decision maker(s) Title of contact Telephone number Source of order/inquiry or referral Credit history Industrial classification Size of business Revenues Number of employees Time in business Headquarters location Multiple locations Purchase history Types of Direct Mail Broadsides Catalogs Flyers Folders House organs Inclusions Postcards Reprints Sales letters Self-mailers Direct Mail Advantagesand Disadvantages Advantages Selectivity Flexibility Consumer Preference Disadvantages High cost per exposure Saturation among audience Outbound and Inbound Telemarketing Outbound Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient. Inbound Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-f