Management and Organizational Studies 3322F/G Chapter Notes - Chapter 6: Direct Response Television, Advertising Mail, Data Warehouse

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Beth Lee

Document Summary

Chapter 6 planning for direct response communications. Direct marketing: a marketing system for developing products, sending messages directly to customers (b2c and b2b), and accepting order through a variety of media, and then distributing the purchase directly to customers. Direct response communications: messages that are communicated directly to prospective consumers, and that generate an immediate and measurable response. Allows company to nurture relationships at a personal level. It"s the list that makes or breaks the campaign . Quality information is the backbone of a direct response strategy. Direct response print: good alternative when targeting based on geographic/psychographic characteristics, ads in newspapers/magazines, inserts. Direct response television: infomercial, dr commercial, direct home shopping (ie. the shopping channel) Telemarketing: higher response rates than dm, but is least-liked sales technique, effective for fundraising, sales support, personal selling, and customer service, both inbound (want to purchase) and outbound (soliciting) calls.