The electronic marketing manual:
The Electronic Marketing Manual opens the door to this decade's most powerful, must-know electronic media. Whether you're a consumer or business marketer - in the manufacturing, retailing, or service sector - you'll find the immediate, hands-on information you need to select and custo...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
McGraw-Hill
1993
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | The Electronic Marketing Manual opens the door to this decade's most powerful, must-know electronic media. Whether you're a consumer or business marketer - in the manufacturing, retailing, or service sector - you'll find the immediate, hands-on information you need to select and customize the best electronic media product(s) for all your sales and marketing needs. This comprehensive media-by-media guide begins with such standard electronic media as TV, radio, and telephones, then moves on to cover the cutting-edge electronic technologies you need to know about today: CD-ROM catalogs, video catalogs and brochures, fax marketing, computer bulletin boards, interactive computer discs, direct-by-satellite business TV marketing, high-tech kiosks, audio- and video-conferencing, electronic vending machines, and many more Now you can swiftly determine which specific electronic media form(s) are best suited to communicating the virtues of your product or service. You'll take advantage of the best methods for producing high-impact electronic results, effectively track and analyze your electronic campaigns, then integrate and enhance these efforts with other promotional strategies to build a continuous wave of consumer awareness and demand The Electronic Marketing Manual is also packed with provocative insights gleaned from electronic marketing and media pros, from Fortune 500 marketers and national franchises and retail chains to smaller, local firms across America. You'll avoid technology risk and costly, time-consuming errors by knowing firsthand which electronic media products and techniques have worked in their companies, and why, and which ones have failed. And your information search is further aided by end-of-chapter source guides that steer you to electronic media hardware and software suppliers and producers, as well as important associations, directories, and publications |
| Beschreibung: | XXVI, 480 S. |
| ISBN: | 0070293651 |
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| 520 | 3 | |a The Electronic Marketing Manual opens the door to this decade's most powerful, must-know electronic media. Whether you're a consumer or business marketer - in the manufacturing, retailing, or service sector - you'll find the immediate, hands-on information you need to select and customize the best electronic media product(s) for all your sales and marketing needs. This comprehensive media-by-media guide begins with such standard electronic media as TV, radio, and telephones, then moves on to cover the cutting-edge electronic technologies you need to know about today: CD-ROM catalogs, video catalogs and brochures, fax marketing, computer bulletin boards, interactive computer discs, direct-by-satellite business TV marketing, high-tech kiosks, audio- and video-conferencing, electronic vending machines, and many more | |
| 520 | |a Now you can swiftly determine which specific electronic media form(s) are best suited to communicating the virtues of your product or service. You'll take advantage of the best methods for producing high-impact electronic results, effectively track and analyze your electronic campaigns, then integrate and enhance these efforts with other promotional strategies to build a continuous wave of consumer awareness and demand | ||
| 520 | |a The Electronic Marketing Manual is also packed with provocative insights gleaned from electronic marketing and media pros, from Fortune 500 marketers and national franchises and retail chains to smaller, local firms across America. You'll avoid technology risk and costly, time-consuming errors by knowing firsthand which electronic media products and techniques have worked in their companies, and why, and which ones have failed. And your information search is further aided by end-of-chapter source guides that steer you to electronic media hardware and software suppliers and producers, as well as important associations, directories, and publications | ||
| 650 | 4 | |a Telemarketing |v Handbooks, manuals, etc | |
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Datensatz im Suchindex
| _version_ | 1804124750503477248 |
|---|---|
| adam_text | Contents
Preface xix
Acknowledgments xxv
1. What Is Electronic Marketing? 1
Whom Does EM Most Concern? 2
Each New Medium Affects Others 3
EM Is No Panacea 3
What Failures Teach 4
Dramatic and Frequent Failures but Overall Success 5
Electronic Marketing—Your Business from Home 5
Electronic Moonlighting 6
Why EM Succeeds 7
Picture Yourself Sitting in My Office 7
Help Source Guide 9
2. Getting Started H
The Internal EM Team 12
Outside Help versus Do It Yourself 12
Production Houses 13
Produce It Yourself Projects 13
Service Bureaus 15
Serve Yourself 16
Consultants 16
Til
viii Contents
Advertising Agencies 17
Selecting the Right Agency 17
Setting Up a House Agency 19
Market Research Companies 19
Report Forms 21
Free Research 21
Do It Yourself Research 21
How Your Firm Services Customers 22
The Marketing Plan 23
Target Marketing 23
Market Testing 24
Creating the Right EM Message 24
Help Source Guide 25
3. Audience Research and Measurement for Broadcast
TV, Cable, and Radio 27
Who Measures...and How 28
The People Meter 28
Ratings 29
Rating Reports 29
Detailed Data Provided 29
Sample Sufficiency Varies 31
Sales, Audience Measurement, and Advertising 31
Traced Sales Get More Promotion Dollars 32
Combining Audience and Sales Measurement 32
Better Measurement of Sales 33
Marketing Research Data and Target Marketing 33
Single Source Data 34
How a Single Source Study Works 34
Many Constraints 36
Research Priorities 37
Computer Help Increasing 37
Calculating Geographical Coverage 38
Free Media Research Help 39
The Terms 39
Before Media Selection 40
Can Research Experts Help You? 41
Selecting and Negotiating Other EM Media 41
Electronic Direct Marketing Media 41
Electronic Co Media and Support Media 42
Help Source Guide 43
4. Broadcast TV 45
Broadcast TV Still Reigns 46
How to Get More from Less 47
Getting Started 48
How to Test Market BTV 50
Contents ix
Some BTVViewlngTrends 51
Network BTV 52
Big Network Targets 52
Giant Audience Limits Targeting 53
Specialized Networks 53
Spot TV 54
More Kinds of Winning Shows 54
Audience Research Is Vital 55
Computer Programs Help 55
How to Buy Spot TV 56
Bargaining Begins 57
Small Markets 57
If You re a Local Advertiser 59
Help Source Guide 62
5. Cable TV: For Biggest National and Smallest Local
Advertisers 65
Should You Use Cable? 66
Where Other Media Might Be Better 67
Why Cable Works for So Many 67
The Cable Networks 68
How Top Marketers Buy Network Cable 68
How to Analyze a Cable Network Buy 68
The Biggest Audience Cable Networks 70
Winning Formats 70
Cable Networks Start and Change 72
Competition Creates Opportunity 72
Investigate Network Cable Carefully 73
National Spot and Local Cable 73
Locally Programmed Cable 74
Spot Cable 75
A Better Way to Analyze Local Cable 75
Spot and Local Cable Cost 76
Local Entrepreneurs Benefit 76
Many Local Success Stories 78
Cable Classifieds 79
Help Source Guide 81
6. How to Make a TV Commercial That Sells 83
Do Your Homework 84
Study Classic TV Commercials 84
Zap Programs—Watch Commercials 85
Analyze Each Commercial s Purpose 85
Production Decisions 86
How Much Do It Yourself? 86
Software Made Commercials 88
z Contents
Lowest Cost TV Studio Commercials 88
Crude Productions 89
The Next Rung on the Quality Ladder 90
A Successful Commercial 91
Copy Writing as a Start 91
Storyboards 92
Do It YourselfTV Copy 92
Increasing Quality in Commercials 94
How Much Should You Spend? 96
How to Select a TV Production Firm 97
Last Chance for the Least Cost Change 99
Cost Self Control 99
A Final Caution 100
Help Source Guide 100
7. Radio: How to Benefit Most from What It Does Best 101
What Companies Use Radio Most? 102
How to Start 104
Organize a Team 104
Creating the Best Radio Copy 105
Producing Your Radio Commercial 106
How to Buy Radio Time 107
Test Marketing Costs 109
Programming Creates the Audience 110
Look for the Right Format Combination 111
Quality before Quantity 112
How Frequently and How Long Should You Run? 113
Further Suggestions 117
Help Source Guide 118
8. In Bound Telemarketing 119
How to Prepare 122
What to Do If You Succeed 122
Gear Up Gradually 123
Should You Use an 800 Number? 123
Should You Use a Telemarketing Service Bureau? 126
How a Phone Service Bureau Works 127
Growing Bureau Flexibility 128
Two Ways to Overcome Bureau Disadvantages 128
What Are Your Needs? 129
How to Avoid the Biggest In Bound Telemarketing Disasters 130
Don t Waste Your Advertising 130
A College Dropout s Lesson 131
Some Other Ideas That Have Worked 134
Help Source Guide 135
Contents zi
9. Organized Out Bound Telemarketing 137
Avoiding Failure 138
Telemarketing and the Smallest Business 139
Try First What Is Easiest 139
Tell Them What They Want to Know 140
Next Easiest Calls 141
Database Marketing 142
Cold Calls 144
Cold Calling s First Problem 145
Calling Someone You Don t Know 145
Revolutionize Your Business by Phone 146
Growing by Out Bound Phone 148
Telemarketing Scripts 149
Creating a Script 150
Staffing and Training 150
The Role of Telemarketing Specialists 151
Out Bound Phone Service Bureaus or In House? 152
Help Source Guide 154
10. Audiotex: Voice Mail, Talking Ads, and Telemedia 155
What Is a Voice System? 156
A Technological Revolution 157
Voice Systems and Marketing 157
Voice Mail Transforms the Business Phone 158
Increased Sales at Little Cost 158
Instant, Automated, Interactive Ordering 159
Start Simple 159
Talking Ads 159
Sponsored Telemedia 161
How Sponsored Telemedia Works 162
Telemedia: Simple, Cheap, Sometimes Risky 163
Creating Your Telemedia 164
Marketing via 900 Numbers 166
Advertising 167
Big Companies Dominate 168
Self Liquidating Response Medium 168
Sponsored Pay Dial It 169
Local Market Tests 170
900 Numbers 171
Dial It Service Bureaus 171
Parting Cautions 171
Help Source Guide 172
zii Contents
11. Fax Marketing 175
Should You Use Fax Marketing? 175
How Fax Works 176
Computers Turn Fax into Medium 177
Fax and Faxmail Marketing 178
Fax Break Throughs 180
Trends to Watch 184
Help Source Guide 186
12. Video Brochures 189
How Do You Start? 191
Your Company Concept on Video 192
Do You Advertise on TV? 192
Do You Direct Market? 193
Video Response Success 193
Video as Public Relations 196
Video Brochures and Other Media 197
Retail Videos 197
Avoid Video Failure 199
Make Your Video a Profit Center 201
Help Source Guide 203
13. Video Catalogs 205
Education and the Video Cocatalog 207
Guidelines for Success 208
Marco Polo 208
Common Questions about Video Catalogs 209
Timing and Tone 209
Video Brochures Combined Into a Catalog: Wood Mizer 210
The Spiegel VC Analysis 211
How to Test Market a VC 213
Important Packaging Reminders 214
Phone Follow up and Multiple Use 214
Rolling Out Your VC Test Success 215
Proceed with Promotions Step by Step 216
Judging Success at Each Stage 218
Last Suggestions on Tests and Roll Outs 218
Help Source Guide 219
14. Making a Video According to Your Needs 221
The Right Spokesperson 222
Previous Footage 222
How Others Succeed 222
International Business Exchange 223
Apple Computer 224
Contents xiii
Wood Mlzer 225
Doug Miles 228
Marco Polo Ltd. 229
Video Consultants 231
Help Source Guide 231
15. Video Media 233
Ads in Movies on Videocassettes 233
New Possibilities 235
Considering Video Sponsorship 235
The Self Help Profit Center 237
Videos as Premiums 238
Big Marketers 239
Small Successes 240
Lessons from the Master Marketer 241
Video Magazines 242
Movie Theater Commercials 244
Help Source Guide 245
16. Interactive Computer Discs 247
Considering Disc Marketing 249
Researching Disc Marketing 250
Getting Started 251
ID Promotion Costs 252
Sales Applications 253
Sales for One Twentieth of Former Cost! 253
Chase Manhattan s ID 255
Other ID Applications 255
Can ID Marketing Expand? 257
Help Source Guide 258
17. Interactive Catalogs on Computer Disc 261
Considering IDcats 262
Car IDcats 263
Other Consumer IDcat Markets 267
Business to Business IDcats 267
IDs versus IDcats 269
Do It Yourself IDcats 270
HC IDcat Sold to the Fortune 1000 271
Help Source Guide 273
18. Modem Marketing: E Mail, EDI, Bulletin Boards 275
Basic Modem Applications 275
Communications Tool to Marketing 277
EDI Networks 278
xiv Contents
EDI Preparation 280
How EDI Works 281
Considering EDI 282
Marketing Information Online 283
Online PR 283
Shareware 284
Product Support BBSs 286
Service and Cross Selling 286
BBS Take Off under Way 287
Help Source Guide 288
19. Information and Entertainment Networks: Videotex
and the Super Bulletin Boards 289
CompuServe 290
Marketing via CompuServe 291
Electronic Mail Promotions 291
CompuServe s Disadvantages 292
CompuServe Improvements 292
Prodigy 293
An Electronic Magazine 293
Prodigy Providers and Advertisers Succeed 294
Prodigy Costs, Requirements, Benefits 298
Other I E Networks 299
GEnie 299
Byte Created BIX 299
Two Other I E Networks to Watch 300
Check and Compare Networks 301
Help Source Guide 301
20. Online Catalogs: Consumer, Trade, and Special
Purpose Markets 303
Considering an Online Catalog 305
I E Networks for Online Catalogs 305
Leveraging Your Online Experience 306
Low Cost Phone and Promotions 307
Other Promotion Ideas 307
Online Catalog Items 308
Tips for Success 310
BBS Catalogs 312
Buying Online Catalog Software 313
Help Source Guide 315
21. Online Marketplaces 317
Finding Online Marketplaces That Fit 318
The Salvage Marketplace Network 319
The Online Yacht Marketplace 320
Contents xv
Bargain Ad Marketplace 321
PUBNET 321
Other Online Marketplaces 322
Results 323
Marketplace Tour de Force 324
Independent Travel Marketplace 325
Starting a Marketplace 326
Help Source Guide 327
22. CD ROM: Catalogs and Marketplaces 329
Should You Market via CD ROM? 330
Marketing Uses 331
Auto Parts Catalogs on CD ROM 332
Jet Parts Catalog 332
CAD/CAM Catalogs 332
New CD ROM Sales Method 333
Creating a CD ROM Catalog 335
Should You Use a Service Bureau? 336
In House CD ROM Production 336
What Should CD ROM Catalogs Cost? 337
CD ROM Marketplaces: Sharing Costs 338
The Mannequin Marketplace 339
Furniture Marketplace 340
The Spread of CD ROM Marketplaces 340
CD ROM Off Shoots 341
Help Source Guide 342
23. Electronic Marketing Machines 345
ATMs 345
Multimedia Kiosks 346
What a High Tech Electronic Kiosk Contains 347
Much Promise, Many Failures 347
Effective Uses of Multimedia Kiosks 351
Big Changes Expected 353
Digital Video Interactive Technology (DV1) 355
Compact Disc Interactive Technology (CD I) 356
DV1 versus CD I 356
Creating Kiosk Programs 357
Help Source Guide 358
24. Retail Marketing Machines 361
Considering In Store Kiosk Marketing 363
Researching In Store Kiosks 363
The ATM Model 364
ATMs Go Network 364
ATM Habit Took 20 Years 365
zvi Contents
ATMs Keep Improving 365
How Kiosks Can Succeed 366
Salesperson Upgrade 369
Study Kiosk Methods 370
Ingenious In Store Kiosk Services 372
Do It Yourself Design Kiosks 372
Kiosk Market Research 373
Help Source Guide 375
25. Mass Outlet In Store Electronic Media 377
Considering In Store Electronic Media 379
On Shelf Computer Kiosks 379
National Rollout 381
Variations of Shelf Kiosks 381
Fun Kiosks 382
Microklosk Games 382
Single Media Electronic Sales Help 383
VCR Demonstrations 383
In Store VCR Networks 383
Talking Displays and Products 384
Computer Disk Displays 384
In Store Electronic Ad Media 385
In Store TV and Radio Broadcasting 385
Health Information and Ad Network 386
Video Preview Kiosks 387
In Store Animated Sign Networks and Direction Kiosks 387
The Advertising Video Wall 387
The Couponing Kiosk 388
Combining Media and Couponing 389
Coupon Targeting and Tracking 389
Three in One Kiosk 390
Keeping Up with Change 391
Help Source Guide 392
26. Electronic Marketing Machines in Public Places and
Trade Shows 393
Direct Marketing Public Kiosks 394
In Bank ATMs Go Public 395
Fax Kiosks 396
Other Unstaffed Transactlonal Kiosks 396
Unstaffed Inquiry Kiosks 398
Staffing Public Kiosks 398
Big Mall Traffic 399
Kiosk Lead Getting 400
Test Market First 401
Expand with Caution and Trace Results 401
Kiosks in Trade Shows 402
Contents xvii
Kiosk Market Research 403
Other Kiosk Uses 403
Help Source Guide 405
27. Direct Broadcast Satellite Business Television
Marketing 407
How Business TV Works 408
Business TV Costs 409
Considering Business TV 410
Different Kinds of Business TV 411
DBS Creates a New Industry 417
Satellite Real Estate Auctions 419
Sharing theCost 419
New Strategies for Ads on DBS Programs 420
Another Business TV Network 420
The Evolution of Business TV 421
Help Source Guide 421
28. Other Profitable Forms of Electronic Marketing 423
Audio Marketing 423
Success Can Be Natural 425
Considering Audio 426
Vending Becomes Marketing 426
Audioconferencing 429
Audioconferencing as a Free Service 431
AC Marketing Applications 432
Videoconferencing 433
The Videoconference Facilities Room 433
Public Videoconference Rooms 434
Considering Videoconferencing 435
Electronic Targeted Magazines 435
Other Innovations in Electronic Marketing 436
Help Source Guide 437
29. Electronic Customer Service 439
Customers Lost by Phone 439
The General Electric Model 441
Selecting and Training Staff 441
Answering the Right Questions 443
Turning Complaints into Profits 443
Other Customer Service Models 445
Many Service Possibilities 452
Help Source Guide 454
30. The Integration of EM into All Marketing 457
zviii Contents
The Electronically Enhanced Sales Force 461
Integrating Sales and Advertising, Telemarketers, and
the Salesforce 463
Integrating All Direct Marketing 464
IDM Enhanced TV 465
Catalog and Phone Combined 466
Multimedia Integration 467
Enhanced, Integrated PR 468
Judging EM Enhancement 470
Which EM Enhancement Fits? 470
The Spectrum of EM Forms 471
Integrating EM Most Profitably 473
Help Source Guide 473
Index 474
|
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| id | DE-604.BV010329971 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T17:50:38Z |
| institution | BVB |
| isbn | 0070293651 |
| language | English |
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| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Hoge, Cecil C. Verfasser aut The electronic marketing manual Cecil C. Hoge New York u.a. McGraw-Hill 1993 XXVI, 480 S. txt rdacontent n rdamedia nc rdacarrier The Electronic Marketing Manual opens the door to this decade's most powerful, must-know electronic media. Whether you're a consumer or business marketer - in the manufacturing, retailing, or service sector - you'll find the immediate, hands-on information you need to select and customize the best electronic media product(s) for all your sales and marketing needs. This comprehensive media-by-media guide begins with such standard electronic media as TV, radio, and telephones, then moves on to cover the cutting-edge electronic technologies you need to know about today: CD-ROM catalogs, video catalogs and brochures, fax marketing, computer bulletin boards, interactive computer discs, direct-by-satellite business TV marketing, high-tech kiosks, audio- and video-conferencing, electronic vending machines, and many more Now you can swiftly determine which specific electronic media form(s) are best suited to communicating the virtues of your product or service. You'll take advantage of the best methods for producing high-impact electronic results, effectively track and analyze your electronic campaigns, then integrate and enhance these efforts with other promotional strategies to build a continuous wave of consumer awareness and demand The Electronic Marketing Manual is also packed with provocative insights gleaned from electronic marketing and media pros, from Fortune 500 marketers and national franchises and retail chains to smaller, local firms across America. You'll avoid technology risk and costly, time-consuming errors by knowing firsthand which electronic media products and techniques have worked in their companies, and why, and which ones have failed. And your information search is further aided by end-of-chapter source guides that steer you to electronic media hardware and software suppliers and producers, as well as important associations, directories, and publications Telemarketing Handbooks, manuals, etc Computerunterstütztes Verfahren (DE-588)4139030-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Computerunterstütztes Verfahren (DE-588)4139030-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006874854&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hoge, Cecil C. The electronic marketing manual Telemarketing Handbooks, manuals, etc Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4139030-1 (DE-588)4037589-4 |
| title | The electronic marketing manual |
| title_auth | The electronic marketing manual |
| title_exact_search | The electronic marketing manual |
| title_full | The electronic marketing manual Cecil C. Hoge |
| title_fullStr | The electronic marketing manual Cecil C. Hoge |
| title_full_unstemmed | The electronic marketing manual Cecil C. Hoge |
| title_short | The electronic marketing manual |
| title_sort | the electronic marketing manual |
| topic | Telemarketing Handbooks, manuals, etc Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Telemarketing Handbooks, manuals, etc Computerunterstütztes Verfahren Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006874854&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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