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Wells15_Basic - Direct Response Part 5 Integration and...

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Direct Response Part 5: Integration and Evaluation Chapter 15
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15 - 2 Chapter Outline I. Chapter Key Points II. The Practice of Direct Marketing III. Database Marketing IV. The Key Players V. The Tools of Direct Marketing VI. Integrated Direct Marketing VII. Global Considerations in Direct Marketing
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15 - 3 Key Points Define and distinguish between direct marketing and direct-response advertising Explain the types of direct marketing Name the players in direct marketing Evaluate the various media that direct- response programs can use Explain how databases are used in direct marketing Discuss the role of direct marketing in integrated marketing programs
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15 - 4 The Practice of Direct Marketing Occurs when a seller and customers deal with each other directly Four tools of direct marketing Catalog Direct mail Telemarketing Direct response advertising
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15 - 5 Advantages of Direct Marketing Collection of relevant customer information Purchase not restricted to a location The marketer controls product until delivery Easier to evaluate Flexibility in form and timing
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15 - 6 Disadvantages of Direct Marketing Consumers are still reluctant to purchase a product they have not seen or touched Annoyances associated with direct marketing Unable to reach everyone in the marketplace
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