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Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
Marketing Instruments - Advertising Letter
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Marketing Instruments - Advertising Letter

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    1. Elements and requirements of advertising letters Marketing Instruments AKAD Stuttgart 11/2009 Nico Schuster
    2. <ul><li>What is an advertising letter? </li></ul><ul><li>Requirements </li></ul><ul><li>Elements </li></ul><ul><li>Examples </li></ul><ul><li>Summary </li></ul>TOC
    3. What is an advertising letter? <ul><li>„ the nearest approach to actual, personal salesmenship.“ ( E. Sampson, Advertise!) </li></ul><ul><li>“ Advertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail” (Wikipedia) </li></ul><ul><li>Any letter, personally dictated, sent singly or hundred lots in a printed form… (International Correspondence School 1918 (!)) </li></ul>
    4. <ul><li>Know your product </li></ul><ul><li>Know your target group - What do we intend to say? - What reaction do we expect? </li></ul><ul><li>Use good layout </li></ul><ul><li>Choose the right time/season </li></ul><ul><li>Be honest and straight forward </li></ul><ul><li>Check, check and check for spelling mistakes </li></ul>Requirements
    5. <ul><li>More detailed: </li></ul><ul><li>Use headlines (attract attention) </li></ul><ul><li>Tell a story (like talking to a friend) </li></ul><ul><li>Be personal (like talking to cu in a showroom) </li></ul><ul><li>Use short sentences / paragraphs </li></ul>Requirements
    6. <ul><li>Mailing Envelope </li></ul><ul><li>Letter </li></ul><ul><li>Brochure/Flyer </li></ul><ul><li>Miscellaneous Inserts </li></ul><ul><li>Response Piece </li></ul><ul><li>Reply Envelope </li></ul><ul><li>Self-Mailers </li></ul><ul><li>Information Request </li></ul>Elements
    7. <ul><li>Mailing Envelope </li></ul><ul><li>Letter </li></ul><ul><li>Brochure/Flyer </li></ul><ul><li>Miscellaneous Inserts </li></ul><ul><li>Response Piece </li></ul><ul><li>Reply Envelope </li></ul><ul><li>Self-Mailers </li></ul><ul><li>Information Request </li></ul>Elements A I D A
    8. Example Derived from Vogele <ul><li>Letter </li></ul><ul><li>1. Who is writing to me? </li></ul><ul><li>2. How is he addressing me? What does he want? </li></ul><ul><li>3. Who has signed the letter? </li></ul><ul><li>4. Should I read the letter? </li></ul><ul><li>5. Of what benefit will the letter be for me? </li></ul><ul><li>6. Why is he writing to me in particular? </li></ul><ul><li>7. Do I need this? </li></ul><ul><li>8. How have I dealt with this need in the past? </li></ul><ul><li>9. What benefit does this offer me now? </li></ul><ul><li>10. Who can prove this? </li></ul><ul><li>11. How can I find out more? </li></ul><ul><li>12. What should I do? </li></ul>
    9. Examples Tabelle nach Adler <ul><li>Self-Mailer </li></ul>
    10. Examples from the 1960‘s
    11. <ul><li>Planning is important (who‘s the target group, what do they expect) </li></ul><ul><li>KISS - Keep it short and simple </li></ul><ul><li>Don’t expect too much (avg. response rate 1.5%-3%) </li></ul><ul><li>„ I do not read advertisements - I would spend all my time wanting things “ </li></ul><ul><li>  Franz Kafka </li></ul>Summary
    12. Nico Schuster Thank you for your attention!

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