Can target segment and grade customers Direct Marketing is not the same as

Can target segment and grade customers direct

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Can target, segment, and grade customers Direct Marketing is not the same as direct mail Only mail that is intended to elicit response is direct-response advertising Direct Marketing Different from mass advertising Direct response of advertising o Aimed at encouraging action o Measurability, accountability, efficiency, and return on investment Examples o Direct mail o Catalogs o Print ads (may include coupons, promos) o Broadcast advertising o Interactive media Other relevant IMC pieces Direct Selling (door to door) Trade shows Product packaging Relates back to public relations What is public relations o Strategic management of relationships and communication that individuals and organizations have with other groups for the purpose of creating mutual goodwill PR focuses on the “publics” o Stakeholders o Includes employees, customers, stock owners, competitors, etc. How Advertising and PR Differ Advertising is paid for o Advertisers pays, includes advertiser biases PR may include other elements o Editorials, commentary, publicity It’s all about perspective Advertising sees marketing as umbrella PR sees PR as the umbrella Creative Two Important Elements Resonance Relevance Creative Strategy Written Strategy Serves as guide for creative team Decides most important issues o Who, what, where, when, and why o Include objectives o Defines target audience o Key benefit o Tone
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o Copy elements Creative Brief Written document that helps guide creative works Creative Process The new explorer o New information The artist o Variety, original idea The judge o Decides which is practical The warrior o Overcomes excuses, obstacles Clinical Trials Participation is down This causes many trials to be delayed Some cannot meet their minimum number of participants Our Task Increase awareness and interest in clinical trial research at University of North Carolina Chapel Hill Target Audience North Carolina Adults, 18-55 Where to Start? Situation Analysis o Literature In-depth interviews with clinical trial experts (formative research) Focus groups with target audience members Key Insights Seen as “last resort” Only “desperate” people Scary Altruistic Helping others Saving lives Tested Well Being used in Central North Carolina Able to tailor messages in future Shared with national institutes of health group that promotes clinical trial research Eventually, evaluation! Roles Different times, all the roles First, explorer Second, the artist (someone else) Third, judge (which messages can we test, work with; artist played a role) Fourth, the warrior (make it work) Creative Strategy Great Advertising Resonance o Makes you think about ad
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o Strikes chord with audience Relevance o Makes you think about product as solution, as something you want to use Creating Ads Involves creative and approval In creative, designers use dummies, comps, roughs, etc.
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