TAILIEUCHUNG - Lecture Advertising and promotion (2/e) – Chapter 13: Direct marketing and communication

Chapter 13 - Direct marketing and communication. The goals of this chapter are: To examine the development and reasons for growth of direct marketing communication; to define the role and relationships of direct marketing, the internet and interactive media in an IMC program; to identify the advantages and disadvantages of direct marketing communication; to evaluate the effectiveness of communication through direct marketing communication. | Chapter 13 Direct marketing and communication Chapter 13 title Learning objectives To examine the development and reasons for growth of direct marketing communication. To define the role and relationships of direct marketing, the internet and interactive media in an IMC program. To identify the advantages and disadvantages of direct marketing communication. To evaluate the effectiveness of communication through direct marketing communication. Relation to text This slide sets out the chapter’s learning objectives on p. 356 of the text. Limitations Advertising Direct marketing Measuring effectiveness Part of IMC Advantages Mail and print Catalogues Broadcast Telephony PR Objectives Media Growth Personal Selling Support Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 13 as shown on p. 456. Use of this slide This slide is an introductory/ transition slide. Guide Dogs Australia Relation to text This slide relates to pp 457–58 and the opening vignette. Summary overview This slide relates an integrated promotional initiative for Guide Dogs Australia. Use of this slide This slide can be used to illustrate how direct marketing can be used in engaging and innovative ways. The first stage was to formulate a scent that was desirable but distinct enough to be recognisable. A unisex fragrance called ‘Support Scent’ was developed after 18 months in scent production by KIT Cosmetics Direct marketing defined Interpersonal Direct selling Internet & email Mail Telephone TV, Radio & Print Direct marketing is a system by which organisations communicate directly with target customers to generate a response or transaction. DM media Techniques Catalogues SMS Electronic home shopping Direct mail Telemarketing Direct response Electronic interactive marketing Relation to text This slide relates to material on p. 459 of the text and Figure . Summary overview This slide provides a definition of direct marketing, as used in

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Direct marketing
• Customer loyalty
• Direct marketing media strategies
• Lectures Marketing management
• Marketing management
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Integrated marketing program
• Communication process
• Promotional program
• Integrated marketing communications objectives
• Marketing strategy
• Marketing process
• Direct marketing objectives
• Marketing mix
• Lecture Principles of marketing
• Bài giảng Nguyên lý marketing
• Principles of marketing
• The marketing communications mix
• Advertising agencies
• Direct marketing agencies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing task
• Communicating customer value
• Integrated marketing communications strategy
• Consumer behavior
• Psychoanalytic theory
• Basic model of communication
• Elaboration Likelihood Model
• Source attractiveness
• Source power
• Message factors
• Creative strategy
• Effective slogans
• Preproduction tasks
• Media planning
• Media characteristics
• Evaluation of media
• Local advertising
• Print media
• Evaluation of print media
• Support media
• Outdoor advertising
• The internet
• Social media
• Sales promotion
• Sales promotion activities