chapter11 - Chapter 11 Direct marketing The convenience of...

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Chapter 11: Direct marketing The convenience of shopping at home
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Advantages of direct marketing Pinpointing of prospects Personalized messages Faster sales Variety of packaging options Less competition from other media content
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Sales letters include: Envelope Letter Order form Enticements, such as samples Brochure Act now (special bonus) Reply envelope
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The envelope The first thing recipient sees Must entice recipient to open and see what’s inside People look for their name first Then look to the left
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Entice people to open the envelope: Print a message on the front Laser-print the recipient’s name into the message Customize the shape Use a special stamp Disguise it as something else Make it oversized Show part of the contents
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created a mailer that looked like luggage with vintage luggage labels
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This note was uploaded on 10/17/2011 for the course MKTG 450 taught by Professor Dr.valenti during the Spring '11 term at Nicholls State.

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chapter11 - Chapter 11 Direct marketing The convenience of...

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