MCS 3620 Chapter Notes - Chapter 6: Shopping Channel, Database, Direct Response Television

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

Document Summary

Direct marketing: a marketing system for developing products, sending messages directly to customers, and accepting orders through a variety of media and then distributing the purchase directly to customers. Direct response advertising: advertising placed in a meidum that generates an immediate and measurable response from the intended target. Involves the deisgn and development of appropriate messages and the placement of messages in appropriate direct response media to encourage immediate action by the intended target. Direct mail: a printed form of direct response advertising distributed by canada post or independent delivery agents. Direct resposne television (drtv): advertising that appears on television and encourages viewers to respond by telephoning a toll-free number, by mail, or online; often refered to as infomercials. Direct response print: an ad in print media that issues a direct call to action via a toll-free number, return mail address, or website.