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MOS 3322 > direct marketing > Flashcards

direct marketing Flashcards

1
Q

What are some examples of direct response communications?

A

Direct mail
DRTV
Direct response print
Telemarketing
Catalogues
Email

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2
Q

direct mail

A

printed form, distributed to prospective consumers often via mail or door drops ex. leaflets, flyers

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3
Q

DRTV

A

Advertising via TV commercials, 30-60s long, or in a 30-min program. Includes CTA.

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4
Q

Direct Response Print

A

Ads that appear in magazines oe newspapers. Include CTA so consumers can respond immediately to offer

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5
Q

Telemarketing

A

Outbound sales calls (company calls customer) or inbound sales calls (customer contacts company) to secure an order. All call handled through call centre.

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6
Q

Catalogues

A

Important comms vehicle for retail orgs. Mailed to existing customers, or distributed in stores.

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7
Q

Email marketing

A

Direct message to an individual; Easy way for 1:1 communication
High ROI (close to free)
Easily measurable
reaches mobile audience
Converts browsers into buyers

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8
Q

Consumer decision process

A
  1. Needs recognition
  2. Information Search
  3. Evaluation of Alternatives
  4. Purchase
  5. Post-Purchase
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9
Q

Hierarchy of Effects Model

A
  1. Create Awareness
  2. Inform Market
  3. Create Desire
  4. Encourage Trial and Purchase
  5. Build Loyalty
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10
Q

Buyer Readiness Model

A
  1. Awareness
  2. Knowledge
  3. Liking
  4. Preference
  5. Conviction
  6. Purchase
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11
Q

Buyer Readiness Model

A
  1. Awareness
  2. Knowledge
  3. Liking
  4. Preference
  5. Conviction
  6. Purchase
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12
Q

When should a marketer use push emails?

A

Example: launching a new product or generating awareness on existing product
-> Send bulk/mass email to existing customers
- (and/or buys/rents list of email addresses)
- Despite bulk nature, emails include personalization, but content generally same for everyone

EXAMPLE: HACK WESTERN MAILJET LISTS

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13
Q

F pattern

A

most common scanning pattern even for mobile -> eye moves horizontally, then skips to content below

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14
Q

Z pattern

A

zig zag scanning pattern, typical in web pages with a uniform presentation of info and a weak visual hierarchy

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15
Q

layer cake pattern

A

users follow this pattern when scanning headings and subheadings to quickly determine where (and if) the info they’re seeking can be found on the page

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16
Q

spotted pattern

A

creatives typically follow this scanning model, where they skip big chunks of text and scan visual components such as colour, shapes, and proportion anomalies to find a specific piece of info

17
Q

marking pattern

A

like a dancer fixating on an object to stay balanced as they twirl, users keep the eye focused on one place whil scrolling- a very common pattern for mobile UX

18
Q

bypassing pattern

A

users deliberately skip the first words of a line when multiple lines of text in a list all start with the same words

19
Q

commitment pattern

A

rare pattern and only occurs when a user is highly interested in content and motivated to consume all of it, i.e. reading it all

20
Q

database management

A

the list that makes or breaks your direct campaign

maintain and collect relevant customer info

21
Q

what are some internal factors of a good direct list?

A

customer database of:
- contact info
- demographic info
- past purchase info
- preferences/behaviour
- previous customer service interactions

22
Q

what are some external factors of a good direct list?

A

targeting based on demographic data
- TV
- mail targeting
- advertising online

purchasing lists

23
Q

solo direct mail strategy

A

unique offers for unique customers by individual organizations

24
Q

cooperative direct mail strategy

A

non-competing companies do offers in one envelope

25
Q

advantages of direct mail

A

audience selectivity, creative flexibility, exclusivity, measurability

26
Q

disadvantages of direct mail

A

brand image, cost per exposure, lack of editorial support

27
Q

direct response print media

A

ads with a CTA in newspapers and magazines; inserts in publications

28
Q

telemarketing is effective for..

A

fundraising, sales support, personal selling, customer services, fulfillment

29
Q

cons of telemarketing

A

cheap, not liked, low response rates, negative image

30
Q

action triggers

A

automated emails that are sent as a result of an action that a consumer completed i.e. shopping at a website and abandoning the cart without purchasing will trigger a reminder email

31
Q

event triggers

A

automated emails triggered by an event, such as an upcoming anniversary or schedule event ex. company providing product discount expiring on a recipient’s birthday -> automated email scheduled in advance of the birthday . sequence of emails could then also be programmed as reminders until the key event passes

MOS 3322 (4 decks)

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