ADV 3008 Lecture Notes - Lecture 15: Advertising Mail, Keebler Company, Credit Counseling
13 Nov 2018
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Document Summary
Direct response: any activity whereby you communicate directly with your prospect/consumer and he/she responds directly to you. , requirements. Su cient information for the consumer to make a decision whether to act. Companies want more than a sale, they want information. Computer revolution of the 1980s: advantages of dr. Tuesday, october 30, 2018: common types of dr. Direct mail: company buys or creates a list of prospects, each year about billion pieces sent, success is determined by: quality of appeal and quality of the list. Do not call registry managed by ftc. Registries maintained by state and feds (donotcall. gov) Not covered: political orgs, charities, and telephone surveyors: inbound dr. Traditional media: print: catalogs, ads with phone numbers, broadcast: traditional commercials, program length commercials (infomercials), networks. Comparing cost: direct marketing vs magazine: cpm magazine: . 00. Cost per converted customer: : cpm dm: . 00. %2: magazines will always win if you only look at impressions.
