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Chapter 19 - Chapter 19 Direct Marketing(4e 672 what two...

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Chapter 19 -- Direct Marketing (4e) 672 what two major points does the Wunderman test illustrates about direct marketers? (read this page for a through understanding about the test in general) Direct mkters always seek to be in a position to judge results. Testing “in market” is a hallmark of the direct marketer. The wunderman gold box tactic shows keen insight about how to initiate a dialogue with the consumer. Use a little bit of mystery and throw in the prospect of winning something and consumers get interested and send you back a response. The proclivity for promoting dialogue is another defining characteristic of the direct marketer’s stlye. √673 direct marketing definition; three paragraph explanation of the definition directing marketing is an interactive system of marketing, which uses one or more advertising media to effect a measurable response and transaction at any location. When examined piece by piece this definition furnishes an excellent basis for understanding the scope of direct marketing. Direct marketing is interactive in that the marketer is attempting to develop an ongoing dialogue with the customer. Direct marketing programs are commonly planned with the notion that one contact will lead to another and then another so that the marketer’s message can become more focused and refined with each interaction . o Also notes that multiple media can be used in direct marketing programs . This is important for two reasons We do not want to equate direct mail and direct marketing . Any media can be used in executing direct marketing programs, not just mail. A combination of media is likely to be more effective than any one medium alone. Another key aspect of direct marketing programs is that they almost always are designed to produce some form of immediate measurable response. They are designed to produce an immediate sale . Because of emphasis on immediate response, direct marketers are in a position to judge the effectiveness of a particular program . o direct marketing transaction can take place anywhere. Key idea is that customers do not have to make a trip to retail store for DM program to work. Follow ups can be made by mail, over the phone, or internet. It now seems clear that consumers like the option of contacting companies in many ways. Smart retailers make themselves available both in the physical and virtual worlds.
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