Management and Organizational Studies 3322F/G Chapter Notes - Chapter 6: Customer Relationship Management, Advertising Mail, Direct Marketing

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

Document Summary

Mass marketing is being combined with micro-marketing techniques. Quality information is the backbone of a direct response strategy. Direct marketing is a 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. (develop, communicate, accept, and deliver) Direct response advertising is advertising placed in a medium that generates an immediate and measurable response from the intended target. Designed to build brand image, alter a perception, or attract a new target, Components: product information, a convincing sales message, response mechanism. Direct response television (drtv) is advertising that appears on television and encourages viewers to respond by telephoning a toll-free number, by mail or online; often referred to as infomercials. Image, cost per exposure, lack of editorial support: remnant time is unsold television inventory available at lower cost to an advertiser. Direct response print is a response-oriented ad delivered to prospects by magazines or newspaper advertisements.