copyright © 2012 pearson canada inc. chapter 11 direct response media 11-1
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Copyright © 2012 Pearson Canada Inc.
Chapter 11
Direct Response Media
11-1
Copyright © 2012 Pearson Canada Inc.
Learning Objectives Describe the various types of direct-response
advertising Explain the advantages and disadvantages of
the various forms of direct-response advertising Assess the factors considered in, and
procedures used for, buying direct mail Assess the strategies for delivering effective
media messages via direct-response techniques.
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Copyright © 2012 Pearson Canada Inc.
Direct-Response Advertising
Direct-response advertising “asks for the order” (or other explicit action) in the same communication which presents the offer to prospective customers. Direct Mail Direct Response Television Direct Response Print Telemarketing
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Trends Affecting Direct-Response Advertising
Need for accountability in advertising spending Targeting capabilities through customer-relationship management programs – CRM Diversion of ad dollars from traditional TV and print media for many reasons previously discussed The rise of social media sites like YouTube and Facebook
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Direct Mail
The use of direct mail is widespread due to: the ability to personalize the message with the
prospect’s name the ability to send lengthy messages the ability to provide a high degree of
geographic coverage economically
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Direct Mail
Mail is the most common form of direct- response advertising. Options include:
Sales Letters
Leaflets and Folders
Order Forms
Statement Stuffers
DVDs
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Advantages of Direct Mail Audience selectivity
High reach
Geographic flexibility
Creative flexibility
Distribution of Incentives
Advertiser Control
Exclusivity
Measurability
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Disadvantages ofDirect Mail
High cost per exposure
Absence of editorial support
Image and life span
Potential delivery delays
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Buying Direct Mail
There are three basic steps involved in buying direct mail:
1. Obtaining Direct Mail Lists
2. Production
3. Distribution
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Obtaining Direct Mail ListsLists of names are obtained from internal and external sources.
Internal Customer database—a house list Development of prospects
External List Brokers Merge / Purge Geomapping
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Types of Lists
Specialized quality lists cost more. Names are bought on a CPM basis. Lists available include:
Response Lists
Circulation Lists
Compiled Lists
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Direct-Response TelevisionForms of direct response television:
1. Short form (120 seconds or less)
2. Long form or Infomercials (30 or 60 minutes)
3. Direct home shopping
In each case, the use of toll-free telephone numbers, websites, and credit cards makes the purchase more convenient for the viewer.
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Introducing “Vince Slap Chop”
• http://www.youtube.com/watch?v=rUbWjIKxrrs
• This spot has spawned many takeoffs all of which also promote the brand
Copyright © 2012 Pearson Canada Inc.
Copyright © 2012 Pearson Canada Inc.
Direct Home Shopping
Cable television channels (i.e.The Shopping Channel) offer products for sale by broadcast message.
Product messages presented by close-up shots
Ordering details presented frequently
Provides shopping convenience
The medium lacks glamour, but must not be underestimated for its sales potential.
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Direct-Response Print
It’s common for advertisers to communicate direct-response offers through newspapers and magazines. Generate leads for future marketing programs Drive prospects to a website or social media
page Get prospects to take action immediately
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Copyright © 2012 Pearson Canada Inc.
Inserts
Another direct-response print media alternative is the insert. A single or multiple-page document inserted
loosely or stitched directly into a publication. It can be strip-glued (a gum-like glue) or
placed as a tip-in (place an ad and then attach the insert on top of the ad)
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Telemarketing
Much telemarketing activity is conducted through call centres. A call centre is a central operation that
handles all inbound and outbound calls. Two types of telemarketing:
Inbound telemarketing Outbound telemarketing
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Inbound/Outbound Telemarketing
Inbound – receiving calls by order desk, customer inquiry, and direct–response calls often through toll-free 1-800 or 1-888 numbers
Outbound – calls that a company makes to customers to develop new accounts, generate sales leads, and even close a sale.
CallCentre
CallCentre OutboundOutbound
InboundInbound
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Telemarketing
Telemarketing is cost efficient. It is much less expensive than personal selling and mass advertising.
Proper training and preparation of representatives is crucial.
The message delivered is as important as the medium itself.
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Strategic Considerationsfor Telemarketing
Scripting plays a significant role in the success of a telemarketing campaign: Focus on the relationship Adjust the script approach for your audience Empathize with the receivers Establish rapport and gain attention quickly Keep it short and simple Be prepared Make it easy to say yes
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