Chapter 14 Direct-Response Marketing Outline Direct marketing Direct-marketing strategy The players The strategic tools of direct marketing Integrated direct marketing

Chapter 14: Direct-Response Marketing Direct Marketing Occurs when a seller and customers deal directly rather than through an intermediary Chapter 14: Direct-Response Marketing

Direct Marketing Strategy Stating objectives and making strategic decisions The offer The message strategy The media strategy The database Database marketing Types of lists Chapter 14: Direct-Response Marketing

Direct Marketing Strategy The response/order Fulfillment and customer maintenance Chapter 14: Direct-Response Marketing

Chapter 14: Direct-Response Marketing The Players The advertisers The agencies Advertising agencies Independent agencies Service firms Fulfillment houses The consumers Chapter 14: Direct-Response Marketing

The Strategic Tools of Direct Marketing Direct mail Direct mail message design The Internet and direct mail Catalogs Electronic catalogs Telemarketing Types of telemarketing Chapter 14: Direct-Response Marketing

The Strategic Tools of Direct Marketing Direct-response advertising Print media Broadcast media Radio The Internet Chapter 14: Direct-Response Marketing

Integrated Direct Marketing Linking the channels Same message, multiple sources Creating loyalty Lifetime customer value Chapter 14: Direct-Response Marketing