COMM 223 Chapter Notes - Chapter 17: Direct Response Television
18 Dec 2016
School
Department
Course
Professor
Document Summary
Chapter 17) direct and online marketing: building direct customer relationships. Direct marketing - connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis. Direct marketers usually seek direct, immediate, and measurable consumer response. Direct marketing is direct distribution and element of promotion mix. Most companies use direct marketing as supplementary channel or medium. Customer database - organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data. Used to locate good potential customers and generate sales leads. Include personal selling, online marketing, and below in blue. Direct-mail - sending o er, announcement, reminder, or other item to person at particular physical or virtual address. Costs more per thousand people reached through mass media but people reaches much better prospects. Catalog - print/video/digital ones mailed to select buyers, available in stores/presented online. Telephone marketing - using telephone to sell directly to customers.
