1. Designing and Employing Print
Chapter 6
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Opening Vignette
Zoo’s News
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4. Direct Mail as a Print Medium
Direct mail is catered to the individual
Print media such as magazines and newspapers convey direct response advertising to groups of individuals in a “package”
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5. Direct Mail as a Print Medium
Continues to be the dominant medium that is used for direct response advertising
Advantages: selectivity & personalization; flexibility (many formats); most suitable for testing (near-perfect random sample);
Disadvantage: the most expensive medium per prospect reached
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6. Market Segmentation of Direct Mail
Databased mailing lists are often the distribution vehicle for direct mail
Prospects and segments can easily be identified in an efficient manner
Databases are at the heart of direct mail as a print medium
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Catalogs
Vital and productive format
of direct mail
Today’s catalogs rely on databases to target specialized product lines to most-likely-interested market segments
Catalogs are not confined to consumer products, are used in business-to-business distribution
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Syndication Mailings
Syndication direct mail, usually arranged by an intermediary between the producer and the seller, involves the offering of a product to an established customer list.
Common users:
publishers, oil companies, bank credit cards, department stores, catalog merchandisers
Syndication can provide a unusually high rate of return for nominal investment.
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Couponing
Coupons convey an offer by a manufacturer or retailer that includes an incentive for purchase of a product or service in the form of specified price reduction
Objective: To modify buyer behavior
To induce customers or prospects to try a new product
To convert occasional users to regular customers and to increase sales so as to warrant greater display of the product by the retailer
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Cooperative Mailings
Provides participants opportunities to reduce mailing costs in reaching common prospects
Ride-alongs: a direct marketer might include one or more non-competing offers with a catalog or individual mailing
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11. Example of Cooperative Mailings: ValPak
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12. Statement/Invoice Stuffers
Bills and reminder statements mailed to customers provide an opportunity for merchandising offers of products and services
Cost is relatively low
Deliverability is assured
Readability is high
Market segmentation possible
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Package Inserts
Related to stuffers, offers the advantage of arriving at a time when the recipient has just consummated a purchase
Cost is same as billing inserts
Large volume is potentially available
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Take-One Racks
Locations:
supermarkets, restaurants, drug stores, transportation terminals, or other high traffic locations
Advantage is, those who voluntarily take a promotion piece from the rack are usually more than casually interested
redemption rate relatively high
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15. Magazines as a Print Medium
Market Segmentation
Certain magazines are available in demographic editions describing market segments
Demographic editions of magazines are directed to market segments such as women, college students, and business executives, and gardeners
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16. Example of Targeted Magazine: Inspirations
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17. Categories of Magazines
General Mass - high circulation and low cost per thousand readers
Women’s Service - heavy circulation and low cost per thousand readers
Shelter - selected demographics and increased cost per thousand circulation
Special Interest - highly selected demographics and life style definition
Business - published for specific business readers
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Magazines
Advantages
reach mass or class audiences
excellent reproduction at relatively low cost
relatively long life and many readers per copy
Disadvantages
less space to tell a story
closing dates considerable in advance of the issue date
varied distribution leads to slower response
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Magazines
Position
Front portion is preferable
Right hand page is better than a left hand page
Coupons should be on the outside margin
Timing
Usually follows normal direct marketing cycle
Strongest response in Jan-Feb & Sept-Oct
Poorest response in June-July
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20. Newspapers as a Print Medium
Market Segmentation
Not as finely segmented as other mediums
Opportunities through:
urban Vs. rural, dailies vs. weeklies, morning vs. evening editions.
Placement of direct response advertisements
such as in the sports, television, comic sections
can also serve to select specific types of readers
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21. Example of a Targeted Newspaper: Kidsville News!
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22. Categories of Newspaper Advertising
Run-of-paper (ROP)
Most are small or appear in specific mail-order sections of newspapers—a.k.a. “space ads”
Preprinted inserts
Typically in Sunday editions or Wed. & Thur.
Preprinted by the direct response advertiser
Syndicated Sunday supplements
Large circulation and great deal of flexibility at relatively low cost
Variation: comic section
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Newspapers
Advantages
short closing dates
fast response
wide variety of formats
broad coverage
Disadvantages
Poor print quality
Limited color
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Newspapers
Position
Placement according to like editorial
Example: Funeral service next to the obituaries
Timing
Sunday editions are read more leisurely and in a family setting
Morning editions more appropriate for retailers
Wed. and Thur. Better for grocery ads
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Case Study
Newport News
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