ADV 205 Lecture Notes - Lecture 17: Direct Marketing, Lead Generation, Upselling
Document Summary
Direct marketing response marketing: any direct communication to a consumer or business recipient that is designed to generate a direct response, direct order, lead generation, traffic generation, most common, direct sales, telemarketing, direct mail. Inbound order taking upselling: outbound prospective or current customers, more marketing money spent on telemarketing than any other medium. Direct mail advertising: high cot per exposure, delivery problems, lack of content support, negative attitudes, environmental concerns. Reasons for growth: changing lifestyles, more ubiquitous consumer credit, more and better lists, easier communication, media fragmentation, measureable effects. Databases: build relationships, target, segment and grade consumers, recency, frequency, monetary, maintain customer contact, dm, offers accountability (tracking, more expensive cost per inquiry, relationship begins w/first sale. Internal: customers, donors, inquirers etc, external, list broker one time rental or buy, list compiler ask for a specific demographic in a list (graduating seniors, a(cid:374)other (cid:272)o(cid:373)pa(cid:374)y"s i(cid:374)ter(cid:374)al list.
