MOS 3322 FINAL STUDY GUIDE
Direct response communications - Answer -direct mail, telemarketing. Cataloug
magazine and direct response in media
Why direct response will grow - Answer -1. More accountable for expenditures youre
overseeing
2. Sucess can be measured fast
3. The expanded use of customer relations management by orgs demonstrated the
importance of forming good relationships with consumers
4
Direct marketing - Answer -products are developed messaged abou t the product are
sent directly to consuemrs
Direct response advertising - Answer -Advertising placed in a medium that generates
an immediate and measurable response from the intended target
- a direct response ad plan involves the design and development of appropriate
messages and the placement of messaged in appropriate direct response media to
encourage an immediate action
3 components of direct response advertisement - Answer -1. Product info
2. Conviencing sales message
3. Response mechnisin
- response mechanism is the most important component
-message should include 1800 number a return adress or website where mre info can
be obtained
Direct mail - Answer -printed form of communication distributed to prospects (ex.
Flyers)
Direct response television - Answer -form of advertising communicated to prospects by
tv commericials all to action info in included in the ad
Direct reposne print - Answer -ads in magazines or newspapers that include call to
action info
Telemerketing - Answer -company call customer or customr call companu tp secure an
order
Catalouge - Answer -mailed or hand deliverd to exisiting consumers
Collecting data - Answer -- names and adresses are most common internal data
- keeping tract of purchase behaviour then linking it w and name and adress is
meaningful
,- databases should dientify what consumer purchases how often they purchase how
much they spend and what brands they prefer
- ex. Shoppers does this theough their optimum program
Accessing data - Answer -data mining: turing raw data into useful info
- goal is to product lower marketing costs and increase efficiency by identifying
prospects most likely to buy in large volumes
- firms copetitive advantage will depend on knowing the situation better than their
competition
2 benefits of data mining - Answer -1. Provides a means of profiling the best and worst
customers
2. Give organization a means to predict future sales
List broker - Answer -A company specializing in finding or developing lists for direct
response purposes, finds prospect lists based on target market criteria established by
marketing organizations
Merge/purge - Answer -A process using match codes to identify and delete duplicate
names and addresses in order to enhance the efficiency and accuracy of database
3 types of lists available: - Answer -1. Response list: list of proven direct reponse
buyers - price is high
2. Circulation list: can target consumer demogrpahically, psychographically and
goegrpahically usually for magazine
3. Complied lists: assembled from gov census telephone warrantly and ofther survey or
publication info
Components of direct mail - Answer -1. Envelop: must suggest why reader should look
at contents
2. Letter: introduces produt and encourages receiver to read more typically langauge is
persuasive
3. Leaflets and folders: leadlet is one page and contains vital info - lang is persuasive
- folder can be larger and contain multiple pages incentive is often included
4. Oder form: well designed order from is essential must be easy to read and
communicate all details
5. Postage paid return envelope
6. Statement stuffers: additional offer that rises along with origional offer
Direct mail strategies - Answer -1. Solo/selective direct mail: prepares unique offers
and mails it sirectly to target market, personalization is v important including a name
and adress increases likelihood it will be read
2. Cooperative direct mail: refers to packages contain offers from non competing
products and services
- consumer goods commonly use this
- attractive bc cost is shared among participants
, Dimensional mail - Answer -Direct mail that can take any form other than the typical flat
piece of mail ex. A pen
2 types of direct response tv advertising - Answer -1. Short form: 30-60 second
commercial
2. Infomercial
Advantages of direct mail as advertising medium - Answer -1. Audience selectivity
2. Creative flexibility : can be visually oriented
3. Exclusivity: isnt competive with other media upon receipt- not cluster of ads
4. Measureability: can measure people who order through it
Disadvantage of direct mail - Answer -1. Image: not a perstigous medium
2. Cost per exposure is high
3. Lack of editorial suport: cant rely on otehr content to get people to look at it
Insert ( print media) - Answer -single page or multiple page doc that is inserted into the
publication
- pay on cpm basis
Tip-in - Answer -insert that is glued onto page
Two forms of telemarketing - Answer -1. Inbound: refers to calls received by an order
desk customer inquiries and calls generated from toll free telephone numbers promoted
on direct response television comericals
2. Outbound: refers to calls made by a compnay to customers to develop new accounts,
generate sales leads and even close a sale
Prime advantage/disadvantage of telemarketing - Answer -cost is biggest advantage
image is the biggest downside
- people dont like telemarkets
Online and IMC - Answer -- for effective online communications the planner must
respect differences between the internet and traditional media
- the internet is a source of info and entertainment and acts as a participative medium
- mass media through tv for example is more interruptive and communication is one way
Viewability - Answer -A minimum of 50 percent of an ad in view for at least one second
Click fraud - Answer -when a bot imitation a legitimate user of a web browser clicks on
an ad for the purpose of generating an advertising charge for the click
Online imc planning - Answer -1. Identify target
2. Establish objectives
3. Evaluate the various media options strategically
Direct response communications - Answer -direct mail, telemarketing. Cataloug
magazine and direct response in media
Why direct response will grow - Answer -1. More accountable for expenditures youre
overseeing
2. Sucess can be measured fast
3. The expanded use of customer relations management by orgs demonstrated the
importance of forming good relationships with consumers
4
Direct marketing - Answer -products are developed messaged abou t the product are
sent directly to consuemrs
Direct response advertising - Answer -Advertising placed in a medium that generates
an immediate and measurable response from the intended target
- a direct response ad plan involves the design and development of appropriate
messages and the placement of messaged in appropriate direct response media to
encourage an immediate action
3 components of direct response advertisement - Answer -1. Product info
2. Conviencing sales message
3. Response mechnisin
- response mechanism is the most important component
-message should include 1800 number a return adress or website where mre info can
be obtained
Direct mail - Answer -printed form of communication distributed to prospects (ex.
Flyers)
Direct response television - Answer -form of advertising communicated to prospects by
tv commericials all to action info in included in the ad
Direct reposne print - Answer -ads in magazines or newspapers that include call to
action info
Telemerketing - Answer -company call customer or customr call companu tp secure an
order
Catalouge - Answer -mailed or hand deliverd to exisiting consumers
Collecting data - Answer -- names and adresses are most common internal data
- keeping tract of purchase behaviour then linking it w and name and adress is
meaningful
,- databases should dientify what consumer purchases how often they purchase how
much they spend and what brands they prefer
- ex. Shoppers does this theough their optimum program
Accessing data - Answer -data mining: turing raw data into useful info
- goal is to product lower marketing costs and increase efficiency by identifying
prospects most likely to buy in large volumes
- firms copetitive advantage will depend on knowing the situation better than their
competition
2 benefits of data mining - Answer -1. Provides a means of profiling the best and worst
customers
2. Give organization a means to predict future sales
List broker - Answer -A company specializing in finding or developing lists for direct
response purposes, finds prospect lists based on target market criteria established by
marketing organizations
Merge/purge - Answer -A process using match codes to identify and delete duplicate
names and addresses in order to enhance the efficiency and accuracy of database
3 types of lists available: - Answer -1. Response list: list of proven direct reponse
buyers - price is high
2. Circulation list: can target consumer demogrpahically, psychographically and
goegrpahically usually for magazine
3. Complied lists: assembled from gov census telephone warrantly and ofther survey or
publication info
Components of direct mail - Answer -1. Envelop: must suggest why reader should look
at contents
2. Letter: introduces produt and encourages receiver to read more typically langauge is
persuasive
3. Leaflets and folders: leadlet is one page and contains vital info - lang is persuasive
- folder can be larger and contain multiple pages incentive is often included
4. Oder form: well designed order from is essential must be easy to read and
communicate all details
5. Postage paid return envelope
6. Statement stuffers: additional offer that rises along with origional offer
Direct mail strategies - Answer -1. Solo/selective direct mail: prepares unique offers
and mails it sirectly to target market, personalization is v important including a name
and adress increases likelihood it will be read
2. Cooperative direct mail: refers to packages contain offers from non competing
products and services
- consumer goods commonly use this
- attractive bc cost is shared among participants
, Dimensional mail - Answer -Direct mail that can take any form other than the typical flat
piece of mail ex. A pen
2 types of direct response tv advertising - Answer -1. Short form: 30-60 second
commercial
2. Infomercial
Advantages of direct mail as advertising medium - Answer -1. Audience selectivity
2. Creative flexibility : can be visually oriented
3. Exclusivity: isnt competive with other media upon receipt- not cluster of ads
4. Measureability: can measure people who order through it
Disadvantage of direct mail - Answer -1. Image: not a perstigous medium
2. Cost per exposure is high
3. Lack of editorial suport: cant rely on otehr content to get people to look at it
Insert ( print media) - Answer -single page or multiple page doc that is inserted into the
publication
- pay on cpm basis
Tip-in - Answer -insert that is glued onto page
Two forms of telemarketing - Answer -1. Inbound: refers to calls received by an order
desk customer inquiries and calls generated from toll free telephone numbers promoted
on direct response television comericals
2. Outbound: refers to calls made by a compnay to customers to develop new accounts,
generate sales leads and even close a sale
Prime advantage/disadvantage of telemarketing - Answer -cost is biggest advantage
image is the biggest downside
- people dont like telemarkets
Online and IMC - Answer -- for effective online communications the planner must
respect differences between the internet and traditional media
- the internet is a source of info and entertainment and acts as a participative medium
- mass media through tv for example is more interruptive and communication is one way
Viewability - Answer -A minimum of 50 percent of an ad in view for at least one second
Click fraud - Answer -when a bot imitation a legitimate user of a web browser clicks on
an ad for the purpose of generating an advertising charge for the click
Online imc planning - Answer -1. Identify target
2. Establish objectives
3. Evaluate the various media options strategically
