BMK20603 (C9) Direct Marketing

What is direct marketing?

• An online advertising marketing model in which an advertiser pays a publisher every time an advertisement link is clicked on.

• A form of marketing that can make the customers on your email list aware of new products, discounts, and other services.

• A method of promotion and advertising to help companies' content rank higher among search engine traffic.

• The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospect or customer.

Direct marketing is one of the fastest growing forms of promotion in terms of dollar expenditures. A number of factors have led to this extraordinary growth. Which of the followings is the CORRECT factors?

• Consumer credit cards

• Direct-marketing syndicates

• Telemarketing

• Technological advances

The changing structure of American society and the market is considered one of the factors that contributes towards the growth of direct marketing. Which of the following best explain regarding the statement?

• It is easier for consumers to shop and for marketers to reach targeted consumers through direct marketing

• Changing values, more sophisticated marketing techniques, and the industry’s improved image.

• More disposable income, but the increased popularity of physical fitness, do-it-yourself repairs, and home entertainment have reduced the time available for shopping.

• The concept makes it easier for consumers to make purchases.

Direct marketing is used solely to generate (a)   .

In others organizations, direct marketing is used in combination with the other elements in the IMC program. What is the possible idea of combining direct marketing with other IMC tools?

• To build an image.

• To create brand awareness.

• Maintain customer satisfaction.

• Inform customers so they will take actions in the future.

Which of the following is NOT the types of information that would be included in a business-to-business database?

• Number of employees

• Unique identifier

• Debit History

• Past purchase behaviour

For market segmentation and targeting, direct marketers rely most heavily on:

• Census data

• Survey responses

• A database

• Primary qualitative research

What are the objectives of data base marketing?

• Promote repeat purchases

• Cross selling other products

• Forecast target group

• Improve Selection of Market Segments

What is the elements that makes databases effective?

• Accuracy

• Recency

• Frequency

• Adequacy

What is difference between one-step and two-step of direct marketing strategies?

• One step medium is used directly to obtain an order, meanwhile two step medium may use one medium to obtain inquiry and qualify prospec.

• One-step often use 800 number phone orders and credit card payment, meanwhile the two-step typically follow up with a second medium to complete the sale

• Many direct marketers use the two step approach whereby they use personalize media to generate attraction and then follow up with more detailed information.

• One-step medium uses brochures, videos, CD-ROMs, and/or personal selling to complete the sale. Meanwhile two-step uses only emails.