MARK301 Lecture Notes - Lecture 14: Hammer Pants, Chevrolet Tahoe, Implied Consent
17 Apr 2015
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Document Summary
Direct marketing defined intended customers: fastest growing form of marketing, us marketers spent 54. 2% (. 3 billion) of their advertising budget on direct marketing, 8. 3% of us gross domestic product. Forms of direct marketing: examples: cell phone text messaging, email, interactive consumer websites, database marketing, fliers, catalog distribution, promotional letters. Features of direct marketing: direct connections with carefully targeted individual consumers. Immediate and interactive direct feedback: cultivate lasting customer relationships. Database marketing: an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic and behavioral data, allows marketing messages to be fine-tuned to specific groups of people. Involves sending an offer, announcement, reminder or other item to a person at a particular address: permits high target-market selectivity, personal and flexible, easy to measure results. Direct-response tv marketing number for ordering: infomercials, the shopping channel, television spots that persuasively describe a product and give customers a toll-free, kiosks. . 6 billion online retail purchases (about 5. 7% of total).
