Wells15_Basic 广告文案写作 教学教案.ppt

Direct Response Part 5: Integration and Evaluation Chapter 15 Chapter Outline Chapter Key Points The Practice of Direct Marketing Database Marketing The Key Players The Tools of Direct Marketing Integrated Direct Marketing Global Considerations in Direct Marketing Key Points Define and distinguish between direct marketing and direct-response advertising Explain the types of direct marketing Name the players in direct marketing Evaluate the various media that direct-response programs can use Explain how databases are used in direct marketing Discuss the role of direct marketing in integrated marketing programs The Practice of Direct Marketing Occurs when a seller and customers deal with each other directly Four tools of direct marketing Catalog Direct mail Telemarketing Direct response advertising Advantages of Direct Marketing Collection of relevant customer information Purchase not restricted to a location The marketer controls product until delivery Easier to evaluate Flexibility in form and timing Database Marketing A practice that uses databases to predict trends and monitor consumers Four primary objectives Record names of customers Store and measure results of advertising Store and measure purchasing performance Vehicle for continuing direct communication The Database Marketing Process Collection point Data entry Data assessment Data clustering Data application Data sharing Data refinement The Key Players Advertisers Agencies Media Companies Customers Companies whose primary business is selling products and services by mail or telephone Retail stores who use direct marketing as a supplement to other forms of marketing communication The Key Players Advertisers Agencies Media Companies Customers Advertising agencies Independent agencies Service firms Fulfillment houses The Key Players Advertisers Agencies Media Companies Customers The media that deliver messages by phone, mail, or the Web The Key Players Advertisers Agencies Media Companies Customers Recipients