Matakuliah
: G0492/English for Advertising
Tahun
: 2005/2006
Direct-Response Marketing
•Direct Marketing Strategy
•The Players
•The Strategic Tools
•Integrated Direct Marketing
1
Direct Marketing
marketers are moving o a more direct
forms of communication with their
customers.
• Former
• Now
: Monologue
: Dialogue
2
The Direct Marketing Industry
Scanning Figure 14.1. page: 399
3
The Advantages
• Provide relevant information about the
customer, data base, and selective reach.
• Reliable/quick delivery mechanism, not
restricted to a location.
• Ability to control the product.
• More effective advertising
• Flexibility in form and timing.
4
The Weaknesses
• Consumer is reluctant to purchase a
product sight unseen.
• Influx of catalogs, junk mails, and calls.
5
Direct Marketing Strategy
•
•
•
•
Stating Objectives
The Offer
The Response/Order
Fulfillment and Customer Maintenance
6
Stating Objectives
• Lead generation
• Traffic generation
• Purchase
7
The Offer
• Description of the product
• Terms of sale
• Payment and delivery terms.
8
Supporting the Offer
• A Message Strategy
• A Media Strategy
• The Database
9
The Database Marketing Process
• Scanning figure 14.3 page 405
10
The Response/Order
Customer response:
•
Direct action
•
Behaviors precede purchase
11
Fulfillment and Customer
Maintenance
• Delivery Product – information Sample
• Generate Leads
• Add to list
12
Types of Lists
• House list
• Response list
• Complied list
13
The Direct Marketing Process
Scanning figure 14.2. pg. 400
14
The Players
• The Advertisers
• The Agencies
• The Consumers
15
The Strategic Tools
•
•
•
•
•
Direct Mail
Catalogs
Electronic Catalogs
Telemarketing
Direct-Response Advertising
16
Integrated Direct Marketing
• Linking the Channels
• Same Message, Multiple Sources
• Creating Loyalty
17