中山大学吴柏林教授《广告策划与策略》绝密资料CHAP17.pptVIP

Chapter 17 Objectives Identify the benefits of direct marketing. Discuss how companies can use integrated direct marketing for competitive advantage. List public and ethical issues raised by direct market techniques. Explain what channels direct marketers can use to reach individual prospects and customers. Discuss what marketing opportunities on-line channels provide. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Reasons for DirectMarket Growth Market “demassification” Effort of “traditional shopping” Continuous access Next-day delivery Specialty items Increase in computer power Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Benefits of Direct Marketing to Consumers Fun, convenient, hassle-free Saves time Larger merchandise selection Comparison shopping Ease of ordering products Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Benefits of Direct Marketing to Companies Mailing lists for any market Can achieve higher readership Alternative media and message testing Privacy Measurable response Ongoing relationships with customers Customized offers Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Uses for Databases Identify prospects Match customers, offers Deepen customer loyalty Reactivate customers Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Public and EthicalIssues Discuss these concerns that customers have about direct marketing: Irritation Invasion of privacy Deception and fraud Unfairness Let’s Discuss Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Direct Marketing Channels Catalog Kiosk Online Direct-Mail TV Marketing Telemarketing Face-to-Face Evaluation only. Created with Aspose.Slid