direct marketing channel choice

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  • Broadcast – TV, Radio Telemarketing Mail Print – Poster, Mag, Newspaper Web – website, blog, email Emerging – social, sms
  • direct marketing channel choice

    1. 1. deciding thechannelpresented by Lindsey Fair
    2. 2. info availability what contact info do you have?
    3. 3. channel tolerance do they like to communicate that way?
    4. 4. offer immediacy is there a short timespan, or a specific date for redemption?
    5. 5. necessity of virality does it need to go viral, or is the list enough?
    6. 6. level of trackability do you need to collect full data?
    7. 7. estimated cost per response Gross Rating Points (GPR) vs Cost Per Response (CPR) CPR Total cost of a DM campaign / # of responses that campaign generated

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