How does a Database help?
1. Improves the Selection of Target Markets.
Look for commonalities between certain groups by interpreting the data.
2. Stimulate Repeat Purchases.
The database can show what products are successful and which ones are not.
Consumer Promotions, P-o-P and Support Media
Factors Driving Growth:
Retailer Power Originally the retailer bought the product and brought it to his area
of business to sell. Now the retailer wants to buy certain products based off o
Direct Mail (aka junk mail)
Mailing List Marketers maintain a mailing list that is sometimes sold across
agencies, and industries to advertise to consumers. This also allows for opportunities
to segment market by demographics, and other factors.
Factors driving the growth of Direct Marketing:
Consumer Credit Cards Allows for faster transactions and information about
Technological Change Allows for consumers to be connected at all times with
Social Factors The structure of
Radio - Limitations
Impact on Creativity It allows audio.
Fragmentation The market is so fragmented in various stations, and programs, so it is difficult
Media Buying Difficulties The fragmented market.
Divided Attention Radio listeners ar
Measuring Radio Advertising
Person This is the number (#) of people listening.
Rating This is the percentage (%) of listeners in a population.
Share This is the percentage (%) of the estimated listening audience.
AQH Average Q