copyright © 2012 pearson canada inc. chapter 11 direct response media 11-1

Copyright © 2012 Pearson Canada Inc.

Chapter 11

Direct Response Media

11-1


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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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


http://www.youtube.com/watch?v=rUbWjIKxrrs

http://www.youtube.com/watch?v=rUbWjIKxrrs


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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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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copyright © 2012 pearson canada inc. chapter 11 direct response media 11-1

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