乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter14a.pptVIP

Direct Marketing Direct Marketing Defined Growth of Direct Marketing Direct Marketing Combines With . . . San Diego Encourages Visits How Database Marketing Works A Comprehensive Consumer Database A Business-to-Business Database Test Your Knowledge Objectives of Database Marketing Developing a Database Effective Databases Direct Marketing Strategies Direct-Marketing Media Types of Direct Mail Porsche Targets Prospects with Direct Mail Test Your Knowledge Success with Catalogs TV Spots, Infomercials, and Homeshopping A Direct Response Print Ad Telemarketing Audiotex or Telemedia Forms of Direct Selling Cutco Knives Employs Direct Selling Measuring Effectiveness Direct Marketing Advantages Direct Marketing Disadvantages Relation to text This slide relates to material on pp. 460-462 of the text. Summary Overview This slide shows how direct marketing can be combined with other IMC tools. In some organizations, direct marketing is used solely to generate customer response, while in others it is used in combination with the other elements in the IMC program to build an image, maintain customer satisfaction, or inform customers so they will take actions in the future. Use of this slide This slide can be used to show that direct marketing can be used in combination with other elements of the promotional mix and can work synergistically with these tools. Relation to textThis slide relates to p. 462 and Exhibit 14-3 of the text. Summary OverviewThe city of San Diego encourages visits through direct mail pieces, which also refer to the city’s Web site. This is a good example of how direct marketing can be combined with other IMC tools. Use of this slideUse this slide to illustrate the synergy between direct mail pieces and another IMC tools. Relation to textThis slide relates to material on pp. 462-463 and Figure 14-2 of the text. Summary OverviewTo segment and target markets, direct marketers depend on databases that contain specific information about individual custom