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Chap 19: Direct Marketing

CHAPTER 19:  DIRECT MARKETING

How do direct marketers find you?

Types of lists

  • House ____________________
  • Response  ____________________
  • Compiled  ____________________
  • Merged  ____________________

    • The Marketing Database

    Information is collected ____________________ from____________________

    Involves a ____________________ analysis

    The Direct Mail Process

    • Pay a list broker (usually 20% commission)
    • SRDS Direct Mail List Rates and Data
    • Rely on direct-mail production agencies
    • Distribution
    • U. S. Postal Service
      • Most effective on ____________________, ____________________ and ____________________
  • What types of mail do you receive?
  • How much direct mail do you receive and how much of it do you read? 
  • Why do or don't you read all the "junk" mail you receive? 

    • Direct Marketing Guidelines

  • If making an offer, ____________________ ____________________ is the strongest, most effective ____________________
  • Use lower-quality paper for fund raisers
  • Use limited-time coupons
  • Use a larger sized or "official" envelope
  • Look for frequent users of credit cards...why?
  • They spend more money

    • Telemarketing

    ____________________ over the phone or by television.

    Two kinds

           ____________________ - company makes calls to customer
            ____________________ - calls made by consumers to the company

    Let's play a game

    How many calls made to 1 -900 numbers are typically for referrals to doctors/specialists? ____________________

    How many people call for dining out recommendations? ____________________

    How many people call for their horoscopes?____________________

    How many people call for psychic friends and dating services?
    ____________________

    When are infomercials MOST effective? 

    • 6 - 10 am
    • 10 - 2 pm
    • 2 - 6 pm
    • 6 - 10 pm
    • 10 - 2 am
    • 2 - 6 am

    No part of this site may be reproduced or used as original work,  without permission in writing from the author.Copyright © 1998
    Published by: Cynthia M. Frisby, Ph. D
    University of Missouri-Columbia
    Missouri School of Journalism
    Department of Advertising
    221 Walter Williams
    Columbia, MO  65211