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

Chapter 14: Direct-Response Marketing2 Occurs when a seller and customers deal directly rather than through an intermediary Direct Marketing

Chapter 14: Direct-Response Marketing3 Stating objectives and making strategic decisions The offer –The message strategy –The media strategy –The database Database marketing Types of lists Direct Marketing Strategy

Chapter 14: Direct-Response Marketing4 The response/order Fulfillment and customer maintenance Direct Marketing Strategy

Chapter 14: Direct-Response Marketing5 The advertisers The agencies –Advertising agencies –Independent agencies –Service firms –Fulfillment houses The consumers The Players

Chapter 14: Direct-Response Marketing6 Direct mail –Direct mail message design –The Internet and direct mail Catalogs –Electronic catalogs Telemarketing –Types of telemarketing The Strategic Tools of Direct Marketing

Chapter 14: Direct-Response Marketing7 Direct-response advertising –Print media –Broadcast media –Radio –The Internet The Strategic Tools of Direct Marketing

Chapter 14: Direct-Response Marketing8 Linking the channels –Same message, multiple sources –Creating loyalty Lifetime customer value Integrated Direct Marketing