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  • 1. Marketing the Direct Response Media Marketing - LECTURE 7
  • 2. The Characteristics of Direct Marketing
    • Direct marketing is an interactive ( 互動 ) system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location.
  • 3. Direct Marketing
    • 1.Direct marketing is an interactive system. The prospective customer ( 目標客戶 ) and the marketer engage ( 交接 ) in two-way communication.
  • 4. Direct Marketing
    • 2.Direct marketing is a mechanism ( 機制 ) for the consumer to respond to the offer is always available. Making a measurable response available suggests that the characteristics of respondents and non-respondents can be assessed ( 被評估 ).
  • 5. Direct Marketing
    • 3.Direct marketing is that the exchange between buyer and seller is not bound by a retail store or salesperson. Location is not an issue – the order can be made at any time of the day or night.
  • 6. Direct Marketing
    • 4.The response of direct marketing is measurable ( 可測量的 ). It allows the marketer to calculate precisely ( 準確地 ) the costs of producing the communication effort and the resulting income.
  • 7. Direct Marketing
    • 5.Direct marketing is the necessity ( 必要性 ) for a database of consumer information. Through the information in databases, the direct marketers can target communications to an individual consumer.
  • 8. Marketplace Direct Marketing
  • 9. Direct Mail 直銷郵件
    • Direct mail provides the historical foundation for the direct-response industry.
    • A direct-mail piece is a complex, self-standing advertising message for a single product or service.
  • 10. Direct Mail 直銷郵件
    • It may be as simple as a single-page letter or as complex as a package consisting of a multiple letter, a brochure ( 小冊子 ), supplemental flyers ( 傳單 ) and an order card with a return envelope ( 回郵信封 ).
  • 11. Direct Mail 直銷郵件
    • multiple letter
  • 12. Direct Mail 直銷郵件
    • brochure ( 小冊子 )
  • 13. Direct Mail 直銷郵件
    • supplemental flyers ( 傳單 )
  • 14. Direct Mail 直銷郵件
    • return envelope ( 回郵信封 )
  • 15. Print Media 印刷媒體
    • Ads in the mass media are less directly targeted than are direct mail and catalogs. However, they can still provide the opportunity for a direct response.
    • Ads in newspapers and magazines can carry a coupon or an order form. The response may be either to purchase something or to ask for more information.
  • 16. Broadcast Media 廣播媒體
    • Television and radio have also become involved in direct marketing advertising.
    • Television is a major medium for direct marketers who are advertising a broadly target product and providing budget to afford the ever-increasing costs of television advertising.
  • 17. Direct-response advertising on television used to be the province of late-night hard sell message. (eg 宣傳易 )
  • 18. Broadcast Media 廣播媒體
    • Radio has not been a dynamic medium for direct-response advertising because most experts believe the radio audience is too preoccupied ( 集中精神 ) with other things to record an address or a telephone number.
  • 19. Telemarketing 電話推廣
    • Telemarketing can be an important part of an integrated marketing communication program.
    • The objective is reach customers in a personalized, cost-effective interaction that meets customer needs.
    • The most effective telemarketing programs make use of the latest technologies, including communications hardware and software, particularly database technologies to build and maintain satisfactory customer relationships .
  • 20. Telemarketing 電話推廣
    • Telemarketing methods are categorized as:
      • inbound , where customers are calling a firm to place an order or to request more information or customer service, and
      • outbound , where the firm is calling customers and prospects to make a sale or to offer information which it hopes will lead to a sale.
  • 21. Telemarketing 電話推廣
    • A well-managed telemarketing operation monitors every calling station to ensure quality customer and prospect service, uses full-time supervisors for all its calling operations, develops a professional telemarketing staff, and uses professionally prepared scripts ( 稿 ) to guarantee that the firm’s sales message is delivered to its customers and prospects with consistency and with the correct emphasis on what the firm wants to communicate.
  • 22. Reasons for the growth of Direct Response
  • 23. Reasons for the growth of Direct Response
    • Three major factors have contributed to the growth in direct response. These changes represent long-term macro-environmental trends that are outside the control of any individual or firm.
  • 24. Changing lifestyles and demographics ( 人口統計資料 )
    • With lifestyles that place a premium on time use, consumers are also interested in quicker and easier ways to shop, including the ability to order from home.
  • 25. Changing lifestyles and demographics ( 人口統計資料 )
    • By monitoring changes in the number and composition of households at each stage in the family life cycle, direct marketers can also predict buying behaviors that depend on a combination of age, marital status ( 婚姻情況 ) , and the presence of children.( 有冇小朋友 )
  • 26. An evolving ( 發展中 ) economy and international competition
    • Today’s boom in international trade and competition is affecting both how businesses operate and the quality of life in nearly every country.
    • Direct marketers are particularly concern about how the changing economy influences the ability of consumers and businesses to purchase their goods and services.
  • 27. Technological advances and innovations 創新
    • Technology is an important agent of change in today’s business and society.
    • It is becoming possible to shop from the comfort of one’s living room, using a telephone or a PC to order merchandise.
  • 28. Technological advances and innovations 創新
  • 29. Marketing the Database
  • 30. Marketing database has FOUR primary objectives
    • To record names of customers, expires (names no longer valid), and prospects;  ( 儲存客戶叫咩名、會籍幾時到期、係唔係有機會再續前緣 )
    • To provide a vehicle for storing and then measuring results of direct-response advertising; ( 準備好強而有力的資料數據,去準備下一輪廣告 )
    • To provide vehicle for storing and then measuring the purchasing performance; ( 了解一下自己銷售情況係唔係理想 )
    • To provide vehicle for continuing direct communication by mail or phone. ( 給自己多一個機會,一次唔得下次再黎 ~ 總有一天感動你 … )
  • 31. Marketing a Direct Response Piece Direct Marketing
  • 32. five elements in a direct marketing piece
    • 1) the offer 俾個提議你去買野
    • 2) the medium 俾個渠道你去買野
    • 3) the message 俾個訊息你去買野
    • 4) timing and sequencing 俾個時間及購買程序你去買野
    • 5) customer service 客戶服務
  • 33. Marketing a Direct Response Piece
    • The offer constitutes ( 組合 ) all the variables that together are intended to satisfy the needs of the consumer.
    • Because of the unique benefits provided through direct marketing, the offer may contain a price, extra incentives and guarantees or warranties.
  • 34. Marketing a Direct Response Piece
    • Selecting the medium and the message are decisions that go hand-in-hand with direct marketing.
    • The key to success of direct marketing is reaching the right person at the right time .
    • The customer service offered is an important technique for overcoming customer resistance to buying through direct response media.
  • 35. Direct Response Profitability
  • 36. Direct Response Profitability
    • There are many ways for a direct marketing firm to increase its profits , the alternatives can be grouped into four categories.
  • 37. Direct Response Profitability
    • 1. attempt to get more business from its current customers ( 鼓勵舊客用多 D);
    • 2. invest in new-customer acquisition, which involves pursuing prospects who probably have the same characteristics as the firm’s current customers; ( 尋找“新 ”的客戶 )
    • 3. invest in new direct marketing tools; or ( 投資新市場、新方向 )
    • 4. add new products or services to its business ( 增加新產品推出市場 )
  • 38. Forces of Change in Direct Marketing
  • 39. Information Overload
    • In today’s information-rich business and personal environment, everyone is inundated with all types of data.
    • Daily people receive letters, memos, computer-screen and voice-mail messages, and spoken presentations from co-workers and associates.
  • 40.
    • Welcome and unwelcome information accosts the sense through fax, SMS and mobile.
    • Direct marketers are perceived ( 意識到 ) as contributing to this overload – a perception that they must work to change.
  • 41. Example: Smartone
  • 42. Marketplace Congestion 擠塞
    • Competition in the marketplace for a share of the consumer’s mind is intensifying ( 強烈 ) .
    • Today the key to breaking through marketplace congestion is to reach individuals.
    • More and more companies now place on customer data acquisition is evident in their increasing use of packaged-good discount coupons with sweepstakes ( 獎金 ) .
  • 43. Marketplace Congestion 擠塞
    • This combination allows consumers to feel they are getting a deal while allowing companies to acquire name, address, and other information for later marketing efforts.
  • 44. Globalization
    • As the world evolves toward becoming open and unified ( 統一 ), the tools of direct marketing are more widely available country by country ( 跨國 ). Technology now allows one-to-one selling across the nation and around the globe. The diversification ( 多樣化 ) of target and product markets across national borders broadens ( 擴大 ) the scope ( 範圍 ) of direct marketing.
  • 45. Targeting the Individual
    • The trend toward greater segmentation is precisely ( 明確 ) why marketers must use an array ( 一連串 ) of media in combination to seek out special tastes and address them with tailored ( 度身定做的 ) goods and services.
    • Consumers cannot be standardized ( 標準化 ) in terms of either products or styles.
    • The success of a program depends on properly ( 恰當地 ) addressing ( 滿足 ) the right person with the right offer.
    • Knowledge of current and potential customers then allows effective strategy planning and media selection.
  • 46. Technology in Direct Response Different kinds of technologies are available for direct marketers to reach customers on the internet.
  • 47. Electronic mail 電郵
    • E-mail is a one-to-one medium, exceptionally ( 異常地 ) good for communicating and building relationships with prospects and customers.
  • 48. Forums 討論區
    • Forums are one-to-many medium. Those on the net can find discussions going on about virtually any topic they can imagine.
  • 49. Forums 討論區
    • uwants.com
  • 50. Forums 討論區
    • discuss.com.hk
  • 51. Newsgroups 新聞組
    • Direct marketers can certainly approach appropriate groups to ask for focus group volunteers or to set up an online discussion forum where users of a firm’s products or services could get help, suggest new ideas or voice complaints.
  • 52. Newsgroups 新聞組
    • newsgroup.la
  • 53. Bulletin boards 佈告欄
    • All it takes to start a bulletin board system (BBS) is the software, a computer, and someone to operate it.
    • Most bulletin board postings offer the owner’s e-mail address for users to respond to.
  • 54. World Wide Web sites
    • Websites are just computer locations on the internet where anyone with the address can go to read pages of information and/or to download files.
    • The world wide web is the fastest growing part of the internet and promises to lead the way in its expansion to millions more users worldwide.