【优质】OtherAdvertisingMedia.pptVIP

Other Advertising Media Direct Advertising via Postal Mail Postal Mail (P-mail) Advertising Is any advertising matter the postal service delivers to the person whom the marketer wishes to influence. Letters, postcards, programs, calendars, folders, catalogs, videocassettes, blotters, order blanks, price lists, and menus. Why Use P-mail Less expensive than television advertising Better targeting of messages to desired prospects Easier identification of prospects who purchased advertised product Favorable attitudes of consumers toward mail ads P-mail’s Distinctive Features What Functions Does P-mail Accomplish? P-mail Campaigns Can: Increase sales and usage from current customers Sell products and services to new customers Build traffic at a specific retailer or Web site Stimulate product trial with promotional offers and incentives Generate leads for a sales force Deliver product-relevant information and news Gather customer information that can be used in building a database Communicate with individuals privately to minimize the likelihood of competitive detection The Special Case of Catalogs Effects of Catalogs Two-thirds of recipients visit cataloguer’s web site Sales to catalog recipients are 150% greater Catalog recipients buy more items and spend more money Advantages of Using Catalogs Saves time ? No fear for security No shopping pressure ? Ease of purchasing Comparable goods ? Attractive guarantees Growth in Catalog Marketing Audiovisual Advertising Audiovisual Advertising Involves the use of electronic devices to present audiovisual advertising messages captured in the form of videotapes, CD-ROMs, or DVDs. Appears to be both more effective and less expensive than print advertising delivered via direct mail. Research shows customers are less likely to throw away these mailings than a brochure or other printed material. The Use of Databases Benefits of an Up-to-date Database Directs advertising efforts to the best prospects for a company’s products or servi