Management and Organizational Studies 3322F/G Study Guide - Final Guide: Signify, Clinique, Small Power
112 views51 pages
2 May 2014
School
Department
Professor
Direct Marketing, Internet & Online Marketing Communications
Additional Reading #3
Celebrity Endorser: Source credibility and source attractiveness
Celebrities bring their meanings in to the ad and transfer them to the product they are endorsing
Stage 1 (Culture) – Role Celebrity
Stage 2 (Endorsement) – Celebrity Product
Stage 3 (Consumption) – Product Consumer
Implications to marketers:
Decide on the image or symbolic meanings important to the target audience for the particular product
Decide which celebrity best represents the meaning
Design the ad that captures the meaning in the product and moves it to the consumer
Direct Marketing
A marketing system for developing products, sending messages directly to customers (B2C and B2B), and accepting
orders through a variety of media and then distributing the purchase directly to customers
Mass marketing is being combined with micromarketing techniques
Importance of Direct Response Communications
Direct mail alone accounts for 9.4% of net advertising revenues
Direct mail is the fourth most utilized advertising medium after television, the Internet and newspapers
Communications are much more personalized
Ability to nurture relationships at a personal level
Database Management
It’s the list that makes or breaks the campaign
Quality information is the backbone of a direct response strategy
A good system collects and maintains relevant customer information (Data Warehouse)
Data Warehouse
Customer names and addresses
E-mail addresses and the cookies
History of customer interactions (e.g., inquiries, complaints, returns)
Results of any customer surveys
Preferences and profiles supplied by the customer
Marketing promotions and response history for marketing campaigns
Database Management: Internal Sources
Collecting Data
List information
Purchasing behaviour
Acquisition of external information
Demographics
Psychographics
Accessing Data
Instant, accessible storage system
Data mining
Allows profiling
Prediction of future sales
Database Management: External Sources
Lists can be purchased from a list broker and through a merge/purge process integrated into the database
Three types of lists available
Response Lists: A list of direct mail buyers who have previously made purchased based on direct response offers
(e.g. Charity donor list)
Circulation Lists: e.g. The Chatelaine list
Compiled Lists: A direct mail list prepared from government, census, telephone, warranty or other publication info
(e.g. Fraser’s Canadian Trade Index, the Canadian Medical Association)
Direct Response Advertising
Direct mail:
Accounts for 13% of net advertising revenues
The third most utilized advertising medium after television and newspapers
Direct response print
Direct Response Television (DRTV)
Telemarketing