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Porsche Targets Prospects

Porsche Targets Prospects - Sales response solicited...

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Porsche Targets Prospects Target Criteria Physicians in specialties Highest income levels Demographics of Porsche buyers Specific geographic areas Hooks Use X-ray of a Porsche 911 Carrera 4 Use medical terminology 14-1
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Success with Catalogs 14-2
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Test Your Knowledge Which of the following statements about the use of catalogs in  the direct-marketing industry is  true A)  The emotional appeal of Internet catalogs      exceeds that of print catalogs.  B)  The number of catalogs being mailed       each  year has decreased significantly.  C)  Many companies use catalogs in      conjunction with their more traditional        sales and promotional strategies.  D)  No company in business today relies solely           on catalog sales.  14-3
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TV Spots, Infomercials, Home Shopping 14-4
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Direct-Response versus Support Ads Direct- response advertising Support advertising Product/service offered
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Unformatted text preview: Sales response solicited Supports other advertising Toll-free numbers included Reader’s Digest asks you to watch mailbox for sweepstakes entry TV spots, infomercials, home shopping shows 14-5 Direct Marketing via Print Media 14-6 Telemarketing Big industry, but decreasing sales Used by for-profit & charitable organizations Supports one- and two-step marketing Impacted by Do Not Call lists Potential for fraud and deception Annoys consumers 14-7 Forms of Direct Selling Repetitive person-to-person Nonrepetitive person-to-person Party Plans 14-8 Measuring Effectiveness Cost per Order (CPO) 14-9 Direct Marketing Advantages S e le c t ive rea ch egm en ta ion F requen y po ten ia l T s ing im P rsona iza C o ts M ea su re f fe ivene 14-10 Direct Marketing Disadvantages Im age fa c to rs A cu ra y C on ten t supo r R is ing co s ts D o N n ta t l 14-11...
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