Please enable JavaScript.
Coggle requires JavaScript to display documents.
Chapter 13: Direct Marketing, telemarketing, mass media, direct media,…
Chapter 13: Direct Marketing
telemarketing
direct mail
mass media
direct media
segmenting
market share
mass one-way communication
recall, recognition and image measurement
individualizing
customer share
response measurement
targeted two-way communication
direct marketing media & tools
non addressable
addressable
teletext
direct response print advertising
direct response tv and radio advertising
catalogues
new interactive media
Five stages in the use of database marketing
untargeted marketing
product-driven mailings
client-driven mailings
multi-channel database marketing
event-driven datavase marketing
measuring direct marketing effectiveness
behavior oriented
recency: time passed since last purchase
frequency: times purchased
monetary value: avg amount customer spends on a purchase