TAILIEUCHUNG - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 12 - Dwyer, Tanner

Chapter 12 - The one-to-one media. After reading this chapter, you should be able to: Map the range of utility for direct mail, telephone, and e-mail in modern business marketing; frame the decision of whether to use a telemarketing service bureau or develop an inside telemarketing operation; discuss a number of the synergies from combining media efforts in marketing communication programs; select an evaluation process befitting the communication objectives of the program. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 The One-to-One Media DIRECT MARKETING PRIMARY MEDIA Direct Mail—Just staying in touch Newsletters Specialty Magazines Greeting Cards Special Offer Messages Telephone Marketing—Let’s talk Prospecting Closing Servicing Supporting 12- THE SECRET OF DIRECT MARKETING SUCCESS: THE LIST LIST ORIGINS: 1. COMPILED LISTS—EXTERNALLY GENERATED -Purchased Or Rented 2. RESPONSE LISTS---INTERNALLY GENERATED -Harvested From Company Files 12- DIRECT MAIL COMMUNICATION GOALS CREATE GOODWILL DEVELOP FAMILIARITY AND INTEREST PROVIDE DEMONSTRATIONS INFLUENCE THE CHANNEL DIRECT ORDERS 12- THE ELEMENTS OF DIRECT MAIL THE ENVELOPE - carries the weight in the decision to read or discard THE OFFER - describes “what’s in it for me?” with credibility THE ENCLOSURE - supports the offer by getting attention or providing proof THE REPLY DEVICE - this closes the sale Tells the reader what to do Makes .

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