Jour368PPTCht19

Jour368PPTCht19 - 11/25/09 1 Principles of Advertising Jour...

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11/25/09 1 Principles of Advertising Jour 368 © 2009 Carmen Maye Chapter 19 Integrating Direct Marketing and Personal Selling Direct Marketing Direct Mail Telemarketing E-Mail Magazine (bind-in insert cards) Infomercials Direct Marketing Interactive Ongoing dialog with customer May involve multiple media Geared to immediate, measurable response Designed to produce immediate sale Can take place anywhere Direct Marketing Milestones C. 1450: Gutenberg invents movable type 1863: Penny postage facilitates direct mail 1886: Sears & Roebuck enter mail-order business 1912: L.L. Bean catalog debuts 1928: Third-class bulk mail available 1950: The first credit cards appear 1967: AT&T introduces toll-free 800 service 1984: Apple introduces the personal computer 1992: 100 million people shop at home 2003: National Do Not Call registry Direct Marketing Milestones 1950: The first credit cards appear 1 2 3 4 5 6
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This note was uploaded on 06/02/2011 for the course JOUR 368 taught by Professor Konkle during the Spring '10 term at South Carolina.

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Jour368PPTCht19 - 11/25/09 1 Principles of Advertising Jour...

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