Lecture 6

Question 1

How can media choices help meet the marketing and advertising objectives?

Answer 1

Goal is to engage the target audience with the right message in the best possible way, at the best possible time

Question 2

What are the 3 sources of information?

Answer 2

• creative sources (theme message research, copywriting etc)
• marketing sources (distribution, market sales, rivals patterns)
• media sources (popularity of media, profiles, cost forecast, selecting media is a strategy)

Question 3

What is direct response marketing (direct marketing)?

Answer 3

is a campaign designed to create immediate response or actions from consumers. Immediate response makes it easy to measure effectiveness (unlike mass-media). This type of marketing uses a variety of media to connect sellers and customers directly rather than through an intermediary (wholesaler or retailer).
used in both B2C & B2B (b2b uses less advertising, more direct contact and selling)
trends: in 70s direct mail, in the 80s/90s telephone, last 20 years online delivery of the message

Question 4

What does direct marketing open up doors for?

Answer 4

Direct marketing opens up doors for interactivity, the communication changes to two-way. Creates engaging, relation-building contacts.

Question 5

What must exist in direct marketing?

Answer 5

In direct marketing a database (customer file) must exist.

Question 6

What is the Customers pyramid strategy

Answer 6

• partner (high value)
• ambassador/supporter (B customers, going to be a part of loyalty program)
• client/customer
• prospect (low value)

Question 7

What is the relationship life cycle?

Answer 7

Relationship life cycle:

Acquisition - lead, applicant (know much more about the person your collecting data from)

Development (admitted, student, graduate)

Retention, maturity (alumnus)

Renewal, decline (active sleeping alumnus)

Question 8

What is the common thread of direct-response advertising

Answer 8

ACTION

To be efficient you need to customize.
Every tool that can become more interactive thanks to new tools (qr code in tv commercial)

Question 9

What is the difference between direct marketing and direct response marketing?

Answer 9

Make sure you distinguish between the Direct
Marketing (direct-response marketing; e.g., phone
calls & telemarketing, emails and mail marketing)

• Direct Response Advertising ➔ meaning every tool
  (even the traditional ones) that can become more
  interactive thanks to new tools (e.g., placing a QR
  code in a TV commercial and asking people to scan
  it to visit the website, etc.)

Question 10

What form of media usually doesn’t work well for direct marketing advertising?

Answer 10

Radio. Because people are preoccupied

Question 11

What is integrated direct marketing?

Answer 11

IDM, to integrate direct mail, catalogs, telemarketing, websites etc, with other marketing communication.

Doing so with a consistent brand voice that reflects the brand strategy. Same message
one-on-one communication leads to strengthened customer relationship and increases brand loyalty.

Question 12

What is the kryptonite phenomenon?

Answer 12

Kryptonite locks created a lock where they claimed it cannot be unlocked without the key.
Bic pen could open the lock.
Tells us that customers voice matters and should be listened to.