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Marketing the Direct Response Media Marketing - LECTURE 7
The Characteristics of Direct Marketing ,[object Object]
Direct Marketing ,[object Object]
Direct Marketing ,[object Object]
Direct Marketing ,[object Object]
Direct Marketing ,[object Object]
Direct Marketing ,[object Object]
Marketplace Direct Marketing
Direct Mail 直銷郵件 ,[object Object],[object Object]
Direct Mail 直銷郵件 ,[object Object]
Direct Mail 直銷郵件 ,[object Object]
Direct Mail 直銷郵件 ,[object Object]
Direct Mail 直銷郵件 ,[object Object]
Direct Mail 直銷郵件 ,[object Object]
Print Media 印刷媒體 ,[object Object],[object Object]
Broadcast Media 廣播媒體 ,[object Object],[object Object]
Direct-response advertising on television used to be the province of late-night hard sell message. (eg 宣傳易 )
Broadcast Media 廣播媒體 ,[object Object]
Telemarketing 電話推廣 ,[object Object],[object Object],[object Object]
Telemarketing 電話推廣 ,[object Object],[object Object],[object Object]
Telemarketing 電話推廣 ,[object Object]
Reasons for the growth of Direct Response
Reasons for the growth of Direct Response ,[object Object]
Changing lifestyles and demographics ( 人口統計資料 ) ,[object Object]
Changing lifestyles and demographics ( 人口統計資料 ) ,[object Object]
An evolving ( 發展中 ) economy and international competition ,[object Object],[object Object]
Technological advances and innovations 創新 ,[object Object],[object Object]
Technological advances and innovations 創新
Marketing the Database
Marketing database has FOUR primary objectives ,[object Object],[object Object],[object Object],[object Object]
Marketing a Direct Response Piece Direct Marketing
five elements in a direct marketing piece ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing a Direct Response Piece ,[object Object],[object Object]
Marketing a Direct Response Piece ,[object Object],[object Object],[object Object]
Direct Response Profitability
Direct Response Profitability ,[object Object]
Direct Response Profitability ,[object Object],[object Object],[object Object],[object Object]
Forces of Change in Direct Marketing
Information Overload ,[object Object],[object Object]
[object Object],[object Object]
Example: Smartone
Marketplace Congestion 擠塞 ,[object Object],[object Object],[object Object]
Marketplace Congestion 擠塞 ,[object Object]
Globalization ,[object Object]
Targeting the Individual ,[object Object],[object Object],[object Object],[object Object]
Technology in Direct Response Different kinds of technologies are available for direct marketers to reach customers on the internet.
Electronic mail 電郵 ,[object Object]
Forums 討論區 ,[object Object]
Forums 討論區 ,[object Object]
Forums 討論區 ,[object Object]
Newsgroups 新聞組 ,[object Object]
Newsgroups 新聞組 ,[object Object]
Bulletin boards 佈告欄 ,[object Object],[object Object]
World Wide Web sites ,[object Object],[object Object]

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