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Ch. 13/14, Pt. 3/1, Intro to Marketing
Terms in this set (100)
Awareness and Attention (Advantages of Alternative Media)
Given their novelty and the nontraditional locations in which they appear, they are likely to create awareness and gain attention.
Cost-Efficiencies (Advantages of Alternative Media)
Because of the nontraditional nature of this, many advertisers are using media not previously used for advertising, or that, in general, do not require high expenditures.
Targeting (Advantages of Alternative Media)
Depending on the tactic used, the campaign can be very targeted.
With alternative media, it can be exposed only to
A specific event, location, age, or interest group.
Irritation (Disadvantages of Alternative Media)
Unless the advertiser is careful, advertising placed in the wrong medium may have a negative impact, resulting in this, negative attitudes toward the advertiser, or even opportunities for the competitor.
Wearout (Disadvantages of Alternative Media
For now, many of these campaigns are novel and unique and are attracting consumer interest. As the number of efforts increases, however, there is the potential to lose teh uniqueness associated with them.
Direct Marketing often works with other media as opposed to
Attempting to be a stand-alone marketing tool.
There are numerous direct-marketing tools that can be
Used to reach one's target market
Direct marketing can generate an immediate
Direct marketing is a valuable tool in the integrated communications program, though
It usually seeks somewhat different objectives.
A system of marketing by which organizations communicate directly with target customers to generate a response or transaction.
The response in direct marketing may take the form of
An inquiry, a purchase, or even a vote.
Direct Marketing Association (DMA) defines direct marketing as an
Interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.
Direct Marketing is an aspect o total marketing-that is,
It involves marketing research, segmentation, evaluation, and the like.
Direct-Response Media includes
Direct mail, telemarketing, interactive TV, print, the Internet, and other media.
The media in direct-response media are the tools by which
Direct marketers implement the communication process.
Factors in American Society that have led to the Increased Attractiveness of Direct Marketing
Consumer Credit Cards, Changing Structure of American Society and the Market, Technological Advances, Miscellaneous Factors
Consumer Credit Cards (Led to the Increased Attractiveness of Direct Marketing)
It's feasible for consumers to purchase both low-and high-ticket items through direct-response channels and assures sellers that they will be paid.
The Changing Structure of American Society and the Market (Led to the Increased Attractiveness of Direct Marketing)
Many Americans are now "money-rich and time poor". The rapid increase in dual-income families has meant more income.
The increased popularity of physical fitness, do-it-yourself crafts and repairs, and home entertainment has reduced
The time available for shopping and has increased the attractiveness of direct purchases.
Technological Advantages (Led to the Increased Attractiveness of Direct Marketing)
The rapid technological advancement of the electronic media and the Internet has made it easier for consumers to shop and for marketers to be successful in reaching the desired target markets.
Miscellaneous Factors (Led to the Increased Attractiveness of Direct Marketing)
A number of other factors have contributed to the increased effectiveness of direct marketing including changing values and lifestyles, more sophisticated marketing techniques, more options, and the industry's improved image.
Direct marketing is in itself a form of advertising. Whether through
Mail, print, digital, or TV, the direct-response offer is an ad.
Direct Marketing usually contains a
Toll-free number, always has a link, and sometimes has a form that requests mailing information.
The advertising of with direct marketing was shown to
Support both direct and in-store sales positively.
Public Relations Activities often employ direct-response techniques, and private companies may use
Telemarketing activities to solicit funds for charities or co-sponsor charities that use these and other direct-response techniques to raise funds.
Telemarketing and direct selling are two methods
Of personal selling used to generate sales.
For-profit companies, particularly B2B market, use telemarketing
With much greater frequency to screen and qualify prospects ad to generate leads.
Direct-mail pieces are often used to invite prospective customers to visit auto showrooms to test-drive new cars; the salesperson then assumes
Responsibility for the selling effort.
Direct-Marketing tools inform customers of sales promotions, in turn, the sales promotion event
May support the direct-marketing effort.
Marketers can increase the effectiveness of their direct-mail campaigns by offering
Exclusive deals and/or coupons.
Databases are often built from the names and addresses acquired from a
Promotion, and direct mailers and/or telemarketing calls follow.
Adding a promotional product to a direct mailer has proven
To increase response rates.
To successfully implement direct-marketing programs, companies must make a number of decisions. They must determine
What the program's objectives will be, which markets to target, what direct-marketing strategies will be employed, and how to evaluate the effectiveness of the program.
Those who use direct marketing can determine which markets to target through
The use of a list or marketing database.
The objectives of a direct marketing program are typically defined
In terms of behaviors.
Behaviors that define objectives of a direct marketing program may include
Test drives, votes, contributions, and/or sales.
Not all drect marketing seeks a behavioral response, and many organizations use direct marketing
To build an image, maintain customer satisfaction, and inform and/or educate customers in an attempt to lead to future actions.
As with all other communications programs, marketers must decide on
The message to be conveyed, the size of the budget, and so on.
Major difference between direct-marketing programs and other promotional-mix progams
Regards the use of media.
Direct marketing employs a number of media, including
Direct mail, telemarketing, direct-response broadcasting, the Internet, and print.
Each medium in direct marketing is used
To perform specific functions, although they all generally follow a one or two-step approach.
Medium is used directly to obtain an order.
An example of a One-Step Approach is TV commercials in which the viewer is urged to phone
A toll-free number to place an order immediately. Their goal is to generate an immediate sale when the ad is shown.
The first effort is designed to screen or qualify potential buyers, the second effort generates the response.
Two-Step Approach may involve
The use of more than one medium.
In the second step of the Two-Step approach, a response is generated which may include
Many companies use telemarketing to screen on the basis of interest and then
Follow up to interested parties with more information designed to achieve an order or use personal selling to close the sale. An example of a two step approach.
Direct Mail is often called
Direct Mail is the
Unsolicited mail you receive.
Direct mail is not restricted to small companies seeking our business. Respected
Large companies and organizations in the retail, financial services, and fund-raising sectors commonly employ this medium.
Keys to the success of direct mail are the
Mailing lists, which constitute the database from which names are generated, and the ability to segment markets and the offer.
Constitute the database from which names are generated, the ability to segment markets, and the offer.
It is now possible to buy
Mailing Lists, E-mail Lists, and Sales Leads
Lists have become more current and more selective, eliminating
The data for the lists are derived from a
Variety of sources such as customer purchase history and third-party lists.
Direct Mail has been seriously threatened
By the internet.
The Internet is both a threat and an opportunity for direct mail as internet companies have increased
Their expenditures in direct mail to drive potential customers to their sites.
The traditional direct-mail business has experienced lower
Response rates from many consumers who see the offer first through direct mail and then go online to order.
Many companies have shifted from print to online catalogs, saving
Money and remaining more current.
The emotional appeal of the traditional catalog exceeds that of
Online catalogs and ultimately is one of the best ways to drive consumers online.
Many companies use catalogs in conjunction with their
More traditional sales and promotional strategies.
In addition to the traditional hard copies, catalogs are now
Available on the Internet for both consumer and business-to-business customers.
In some instances the in the consumer market the catalog merchandise
Is available in retail stores as well. In others, the catalog and retail divisions are treated as separate entities.
Direct mail on the internet and is essentially an electronic version of regular mail.
Like regular mail, email is
Highly targeted, relies heavily on lists, and attempts to reach consumers with specific needs through targeted messages.
The use of e-mail marketing by both B2B and B2C marketers continues to grow as both the
Low cost and higher effectiveness than traditional direct mail appeal to marketers.
Less-targeted and unwanted e-mails, and are the electronic equivalent of junk mail.
Because of the high volumes of spam and the fact that consumers consider it a nuisance
The US government has passed laws regulating its use, and antispam software has become effective in blocking most of the unwanted messages.
Two broadcast media are available to direct marketers
Television and Radio
The majroity of direct-marketing broadcast advertising
Now occurs on TV
Direct marketing in the broadcast industry involves both
Direct-Response advertising and Support Advertising
The product or service is offered and a sales response is solicited, through either the one or two step approach.
Toll-Free numbers are included in direct-response advertising so that
The receiver can immediately call to order.
Designed to support other forms of advertising
TV Spots also known as
Short-Form Programs and include direct-response commercials commonly seen on television.
Include direct-response commercials commonly seen on TV.
A long commercial that is designed to fit into a 30-minute or 1-hour time slot.
Many infomercials are produced by the advertisers and are designed
To be viewed as regular TV shows.
Today's infomercials use both
One and two-step approaches.
The demographics of the infomercial shopper reflect a
Married female, mean age of 45, Caucasian, working full time with a household income of $55,000+ per year.
Infomercials disgued as "ultrahip" TV shows have been targeted at
Teenagers, raising fears that kids under the age of 13 will be susceptible to their lure.
The development of toll-free telephone numbers, combined with widespread use of credit cards, has led to
A dramatic increase in the number of people who shop via their TV sets through home shopping channels.
While Internet e-commerce sales have hurt the TV shopping channels, they have succeeded
Through adaptation, upgrading their product lines to include designer brand names and luxury goods at a lower price point.
Magazines and Newspapers are difficult media to use for direct marketing, because these ads have to compete
With the clutter of other ads and because the space is relatively expensive, response rates and profits may be lower than in other media.
Print direct-response ads can still be found, despite the difficulty of magazines and newspapers, in
Specific interest areas like financial newspapers or sports and hobby magazines, but they are being used less often.
Sales by telephone.
Both profit and charitable organizations have employed telemarketing
In one- and two-step approaches with the phone.
Problems associated with telemarketing include
Its potential for fraud and deception and its potential for annoyance.
The developments of fraud and annoyance in telemarketing have led to the development of a
Do Not Call list for both landline and cell phones and the resulting decline in sales in the consumer market.
The direct, personal presentation, demonstraton, and sales of products and services to consumers in their homes.
3 Forms of Direct Selling
Repetitive Person-to-Person Selling; Nonrepetitive Person-to-Person Selling; Party Plans
Repetitive Person-to-Person Selling (Forms of Direct selling)
The salesperson visits the buyer's home, jobsite, or other location to sell frequently purchased products or services.
Nonrepetitive Person-to-Person Selling (Forms of Direct selling)
The salesperson visits the buyer's home, job site, or other location to sell infrequently purchased products or services.
Party Plans (Forms of Direct selling)
The salesperson offers products or services to groups of people through home or office parties and demonstrations.
For most sales representatives, direct selling is not
A full-time job but an opportunity to earn additional income and a way to get the product at a discount for themselves.
Because they generate a direct response, measuring the effectiveness
Of direct marketing programs is not difficult.
Advertisers can evaluate the relative effectiveness of a direct marketing ad
In only a few minutes based on the number of calls generated using a technique called Cost Per Order (CPO).
By running the same ad on different stations, a direct marketer can determine
The relative effectiveness of the medium itself.
Oh my goodness!
Almost through with chapter 14!
THIS SET IS OFTEN IN FOLDERS WITH...
Ch. 13, Pt. 2, Intro to Advertising
Ch 14/7, Pt. 2/1, Intro to Advertising
Ch. 13, Pt. 1, Intro to Advertising
Ch. 7, Pt. 2, Intro to Advertising
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