MCS 3620 Chapter Notes - Chapter 6: Rogers Communications, Direct Response Television, Direct Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Direct response communications involves direct mail, direct response communications in mass media (mainly tv, magazines & newspaper), telemarketing & catalogue marketing. Most common means of delivering messages right to consumers. Advances in technology & database management techniques offer great potential for catalogues abd internet to become more important. Using database management techniques, a company can look at customers over an entire lifetime to plan appropriate strategies. Communicating directly w/ customers makes the process more personal. Recent stats suggest direct response communications and direct marketing have a significant impact on ad expenditures and sales revenues for goods & services. Direct mail advertising accounts for 13% of net advertising revenues in canada. Ranks 3rd behind tv and newspaper as an advertising medium. Some big canadian companies have successfully integrated direct response communications w/ traditional forms of communication. Direct response & direct marketing will continue to grow b/c .