Your SlideShare is downloading. ×
Marketing Instruments - Advertising Letter
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Marketing Instruments - Advertising Letter

2,252
views

Published on

Published in: Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,252
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 2
  • 2
  • 2
  • 2
  • 2
  • 2
  • 2
  • 2
  • 2
  • 2
  • 2
  • Transcript

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