Direct Marketing - Southern Methodist University - World 直接营销-南卫理公会大学-世界.pptVIP

Direct Marketing Professor Chip Besio Fundamentals of Marketing Marketing 3340 Modes of Direct Marketing Direct Mail Advertising Direct Response Advertising Outbound Inbound Telemarketing Cataloging The Internet Direct Mail Advertising All forms of advertising sent directly to prospects through the U.S. Postal Service or through private services. Types of Direct Mail Catalogs Flyers Folders House Organs Inclusions Postcards Reprints Sales Letters Self-Mailers Direct Mail Advantages Control Coverage Exclusivity Flexibility Impact Reach Response Selectivity Direct Mail Disadvantages Delays in Delivery High Cost per Exposure List Quality Assurance No Content Support Saturation among Audience Direct Response Advertising All forms of advertising designed to obtain immediate, direct response by mail, telephone, or personal visit from individual audience members. Direct Response Advertising Types TV and CATV commercials and infomercials selling products by phone or mail order. Newspapers, magazines and other print media ads with send-in or call-in coupon order forms Direct mail pieces and inserts soliciting inquiry, subscription, or orders from recipients. Card decks, coupon booklets and mini-catalogs seeking orders for one or more products. Direct Response Advantages Advertisers acquire or enhance a data base of individual customers. Customers are served with a greater selection from a central inventory. Response options enable audience to act right after exposure occurs. No store is required and customers can buy from their own homes. Direct Response Disadvantages Customers can’t handle or inspect the product before purchasing. Merchandise returns and subscription cancellations may be numerous. Seller reputation and prestige may be compromised by the poor image of the method. 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