1 Matakuliah: G0492/ English for Advertising Tahun: 2005/2006 Direct-Response Marketing Direct Marketing Strategy The Players The Strategic Tools Integrated.

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Presentation transcript:

1 Matakuliah: G0492/ English for Advertising Tahun: 2005/2006 Direct-Response Marketing Direct Marketing Strategy The Players The Strategic Tools Integrated Direct Marketing

2 Direct Marketing marketers are moving o a more direct forms of communication with their customers. Former : Monologue Now : Dialogue

3 The Direct Marketing Industry Scanning Figure page: 399

4 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.

5 The Weaknesses Consumer is reluctant to purchase a product sight unseen. Influx of catalogs, junk mails, and calls.

6 Direct Marketing Strategy Stating Objectives The Offer The Response/Order Fulfillment and Customer Maintenance

7 Stating Objectives Lead generation Traffic generation Purchase

8 The Offer Description of the product Terms of sale Payment and delivery terms.

9 Supporting the Offer A Message Strategy A Media Strategy The Database

10 The Database Marketing Process Scanning figure 14.3 page 405

11 The Response/Order Customer response: Direct action Behaviors precede purchase

12 Fulfillment and Customer Maintenance Delivery Product – information Sample Generate Leads Add to list

13 Types of Lists House list Response list Complied list

14 The Direct Marketing Process Scanning figure pg. 400

15 The Players The Advertisers The Agencies The Consumers

16 The Strategic Tools Direct Mail Catalogs Electronic Catalogs Telemarketing Direct-Response Advertising

17 Integrated Direct Marketing Linking the Channels Same Message, Multiple Sources Creating Loyalty