ADM 3326 Chapter Notes - Chapter 16: Sales Promotion, Database Marketing, Direct Market
Document Summary
Improving the selection of market segments heightened slectviity. Stimulate repeat purchases identify users with high potential for repurchase. Database must be analyzed, purged, and updated frequently. Direct marketing plan: target audience, existing customers can be profiled postal code and receive mail. Profiled postal code do not receive mail. Non profiled and do not receive mail: prospects, program objectives, immediate behavioral response such as: Increase frequency and amount of purchases for existing customers. Encourage repeat purchase: communicative objectives such as: One-step approach: medium used directly to obtain order e. g. tv commercials that say call now for penis enlargement but i"m black so that"s hardly necessary . Two-step approach: >1 medium used; first step to scree or qualify buyers and second step is to generate response e. g. telemarketing to screen and then follow up: several mediums: Direct mail canadians are favorably disposed to direct mail. Mailing lists are key to success of this medium.
