MC - Chapter 6.docx - MARKETING COMMUNICATIONS CHAPTER 6 PLANNING FOR DIRECT RESPONSE COMMUNICATIONS \u2022 DIRECT RESPONSE COMMUNICATIONS AND DIRECT

MC - Chapter 6.docx - MARKETING COMMUNICATIONS CHAPTER 6...

This preview shows page 1 - 3 out of 4 pages.

MARKETING COMMUNICATIONS CHAPTER 6 PLANNING FOR DIRECT RESPONSE COMMUNICATIONS DIRECT RESPONSE COMMUNICATIONS AND DIRECT MARKETING Both database marketing and CRM play an important role in the rise of direct marketing Companies now combine mass-communications with micro-targeting Direct marketing and direct response communications are growing because executives want managers to be held more accountable for their expenditures and direct response has measurable results Direct Marketing: A marketing system for developing products, sending messages directly to customers, and accepting orders through a variety of media, and then distributing the purchase direct to them Direct Response Advertising: Advertising placed in a medium that generates an immediate and measurable response from the intended target In direct marketing, all wholesalers and intermediaries are eliminated Direct response advertising is merely a method of communication 3 essential components of a direct response advertisement: 1. Product information 2. A convincing sales message 3. A response mechanism a. A 1-800 number, a mail back address, etc. Unlike other mass media, direct response advertising is capable of making a sale, not just a call to action The ROI on direct mail can be very high Direct Mail: A printed form of direct response advertising distributed by mail Direct Response Television (DRTV): A type of advertising that appears on TV and encourages viewers to respond by telephoning a number, mailing, or emailing Direct Response Print: A response-oriented ad delivered to prospects by magazines or newspapers Telemarketing: The use of telecommunications to promote the products and services of a business; involves outbound calls and inbound calls Catalogues: A reference publication, usually annual or seasonal, distributed by large retail chains and direct marketing companies THE ROOTS OF DIRECT RESPONSE COMMUNICATIONS: DATABASE MANAGEMENT
Image of page 1
MARKETING COMMUNICATIONS
Image of page 2
Image of page 3

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture