01 Flashcards
What is direct marketing and what are some examples?
The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospect or customer Radio Telemarketing Direct Mail Direct Selling Magazine and Newspaper
- Radio
- TV Selling
- Telemarketing
- Direct Mail
- Magazine and Newspaper
- Direct Selling
What are some factors that caused direct marketing to grow?
- Direct Marketing Syndicates
- Consumer Credit Cards
- Miscellaneous factors
- Changing Structure of Society
- Changing Structure of Markets
- Technological Advances
What does direct marketing combine with?
- Advertising
- Internet
- Public Relations
- Personal Selling
- Sales Promotion
- Support Media
Of what Information does a consumer data base consist of?
Database marketing is a form of direct marketing. It involves collecting customer data like names, addresses, emails, phone numbers, transaction histories, customer support tickets, and so on. This information is then analyzed and used to create a personalized experience for each customer, or to attract potential customers.
- Name
- Address
- Telephone Number
- Length of Residence
- Age
- Gender
- Marital Status
- Family
- Data
- Education
- Income
- Occupation
- Transaction History
- Promotion History
- Inquiry History
- Unique Identifier
What kind of information do Business Data banks contain?
- Contact Info
- Contact Title
- Telephone Number
- Source of order, inquiry, referral
- Credit History
- Industrial Classification
- Size of Business
- Revenues
- Number of Employees
- Time in Business
- Headquarters Location
- Purchase History
- Promotion History
- Inquiry History
- Unique Identifier
What are the Objectives of Database Marketing?
- Improve Selection of Market Segments
- Stimulate Repeat Purchases
- Cross-selling Other Products
- Customer Relationship Management
Explain the One-Step and Two-Step direct marketing approaches
One-Step
- The medium is used directly to obtain an order
- Often use 800 number phone orders and credit card payment
Two-Step
- May use one medium to obtain inquiry and qualify prospect
- Typically follow up with a second medium to complete the sale
Types of Direct Mail
All forms of advertising sent directly to prospects through the U.S. Postal Service or through private services
- House lists
- Broadsides
- Catalogs
- Flyers
- Folders
- Inclusions
- Postcards
- Reprints
- Sales letters
- Self-mailers
Examples for Direct- Marketing Media
- Infomercials
- Telemarketing
- Print, catalogs
- Broadcast
- Teleshopping
- TV Spots
- Direct Mail
- Home shopping
Difference between Outbound and Inbound Marketing
Outbound
Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient.
Inbound
Marketers facilitate and invite prospects to call a central location via a long distance number, by a toll- free 800 number, or a fixed-cost 900 number.
What are some forms of Direct Selling?
- Repetitive person-to-person
- Nonrepetitive person-to-person
- Party Plans
What are some advantages of Direct Marketing?
- Selective reach
- Segmentation capabilities
- Frequency potential
- Flexibility
- Timing
- Personalization
- Costs
- Measures of effectiveness
Direct Marketing Disadvantages
- Accuracy
- Content support
- Rising costs
- Image factors
- Do Not Contact lists
What is the definition of Public Relations?
A management function Which evaluates public attitudes And identifies the policies and procedures Of an organization with the public interest And executes a program of action (& communication) To earn public understanding and acceptance
What are the Public Relations Management Stages?
- Determination and evaluation of public attitudes
- Identification of policies and procedures
- Development and execution of the program
What does the traditional PR perspective consist of?
- Customers
- Investors
- Government
- Employees
- Suppliers
- Community
What are the Marketing Public Relations Functions?
Build market excitement before media ads break Defend products at risk, give consumers reason to buy Create ad news where there is no product news Introduce a product with little or no advertising Provide a value-added customer service Build brand-to-customer bonds Influence the influentials Improve ROI
What are the benefits of Marketing Public Relations?
- A cost-effective way to reach the market
- Endorsements by independent third parties
- Breaks though the clutter
- Highly targeted way to conduct public relations
- Circumvents resistance to sales efforts
- Improved media involvement w/customers
- Achievement of credibility
- Creates influence among opinion leaders
- Makes advertising messages more credible Improved ROI
Disadvantages of MPR
- Lack of control over media
- Difficult to tie in slogans or other advertising devices
- Media time and space aren’t guaranteed
- No standards for effective measurement
Determining Public Relations Audiences
Internal or Associated
- Employees
- Stockholder and Investors
- Community Members
- Suppliers & Customers
External or Independent
- The Media
- Educators
- Civic & Business Organizations
- Governments
- Financial Groups
What are some mesuring criteria for PR effectiveness?
- Total number of impressions over time
- total number of impressions on the target audience
- total number of impressions on specific target audiences
- percentage of positive articles over time
- percentage of negative articles over time
- Ratio of positive to negative articles
- Percentage of positive/negative articles by subject
- Percentage of positive/negative articles by publicaiton or reporter
- Percentage of positive/negative articles by target audience
How can the social media landscape be categorized?
