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

2. 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

3. 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

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

5. 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

6. 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

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

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