Contemporary direct & interactive marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River [u.a.]
Pearson
2010
|
| Ausgabe: | 2. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVI, 477 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780135093160 0135093163 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | Titel: Contemporary direct interactive marketing
Autor: Spiller, Lisa D.
Jahr: 2010
BRIEF TABLE OF CONTENTS
Preface xix
Acknowledgments xxi
About the Authors xxv
PART 1 The Foundations of Direct and Interactive
Marketing
Chapter 1 Examining the History and Processes of Direct and
Interactive Marketing 1
Chapter 2 Building Databases, Selecting Customers, and Managing
Relationships 27
Chapter 3 Developing Lists and Discovering Markets 59
Chapter 4 Planning and Creating a Value Proposition:
The Offer 88
PART 2 Integrated Marketing Communication:
The Message and Media Decisions in Direct
and Interactive Marketing
Chapter 5 Planning and Creating Compelling Message
Strategies 113
Chapter 6 Designing and Employing Print 147
Chapter 7 Developing and Utilizing Electronic Media 170
Chapter 8 Crafting and Applying High-Tech Digital Media 196
PART 3 Response, Measurement, and Metrics of Direct
and Interactive Marketing
Chapter 9 Fulfilling the Offer and Serving the Customer 227
Chapter 10 Conducting Research and Utilizing Tests to Measure
Performance 264
Chapter 11 Understanding the Industry s Environmental, Ethical,
and Legal Issues 292
Chapter 12 Exploring and Adapting Direct and Interactive Marketing
Strategies around the World 320
Chapter 13 Applying Direct and Interactive Marketing Math
and Metrics 348
vi Brief Table of Contents
PART 4 Applications and Future Directions of Direct and
Interactive Marketing
Chapter 14 Examining Direct and Interactive Marketing Applications
in a Variety of Sectors 371
Comprehensive Cases
Case 1: McDonald Garden Center Case 413
Case 2: Coldwell Banker Professional, Realtors Case 426
Appendixes
Appendix A: Developing a Direct and Interactive Marketing Campaign
Featuring The Martin Agency 439
Appendix B: Careers in Direct and Interactive Marketing 446
Glossary 463
Index 471
TABLE OF CONTENTS
Preface xix
Acknowledgments xxi
About the Authors xxv
Part 1 The Foundations of Direct and Interactive Marketing
Chapter 1 Examining the History and Processes of Direct
and Interactive Marketing 1
The Scope of Direct and Interactive Marketing 3
Characteristics of Direct and Interactive Marketing 4
Definition and Description 4
The Convergence of Direct Marketing and Brand 5
History and Growth of Direct Marketing 7
The Birth of Mail-Order Catalogs 7
Mail Order Diversifies 8
Print Media 8
Broadcast Media 8
Electronic Media 9
High-Tech Digital Media 9
Factors Affecting the Growth of Direct Marketing 10
The Processes of Direct and Interactive Marketing 11
Who Uses Direct and Interactive Marketing and How 15
Users of Direct and Interactive Marketing 15
Applications of Direct and Interactive Marketing 16
Trends in Direct and Interactive Marketing 18
Creating In-Store Traffic 18
Directing Online Traffic 19
Membership (Affinity) Clubs 19
Issues of Privacy and Security 19
Summary 20 • Key Terms 21 • Review Questions 21 • Exercise 21
Case: Cheryl Co. 22
Chapter 2 Building Databases, Selecting Customers,
and Managing Relationships 27
Customer Database 29
Database Development 30
Customer Loyalty Programs 30
vii
viii Table of Contents
Examples of Loyalty Programs 31
Source Data 31
R/F/M Assessment 32
Database Maintenance 34
Match Codes and Merge-Purge 34
Multibuyers 37
Keeping Records Current 37
Database Security 38
Information Privacy 38
Proper Database Storage 38
List Seeding 39
Database Uses and Applications 39
Using a Customer Database 39
Performing Database Analytics 42
Database Enhancement 45
Internal Data Enhancement 45
External Data Enhancement 46
Customer Relationship Management 47
Customer Value 48
Lifetime Customer Value 50
One-on-One Personalized Marketing 50
Partner Relationship Management 51
Summary 52 • Key Terms 53 • Review Questions 53
• Exercise 53
Case: Smithfield Foods 54
Chapter 3 Developing Lists and Discovering
Markets 59
Lists as Market Segments 62
A Perishable Commodity 62
Types of Lists 62
Development of House Lists 65
The List Industry 65
List Users 65
List Owners 66
List Brokers 68
List Managers 68
List Compilers 68
Service Bureaus 69
Table of Contents ix
Evaluation of Lists 69
Measurement of Results 69
Response Differences Attributable to Timing 69
The Nature of Market Segmentation 70
Product Differentiation 70
Product Positioning 71
Segmenting Business Markets 71
The Bases for Market Segmentation 73
Geographic Segmentation 73
Demographic Segmentation 73
Social Factor Segmentation 74
Psychographic Segmentation 74
Behavioral Market Segmentation 75
Using Multiple Segmentation Bases 75
ZIP Code Areas as Market Segments 77
Geographic Structure 79
ZIP+4 80
Clustering Areas to Segments 80
Availability of Statistical Data 81
Summary 81 • Key Terms 82 • Review Questions 82 • Exercise 82
Case: Lillian Vernon 83
Chapter 4 Planning and Creating a Value Proposition: The Offer 88
What Is the Offer? 90
The Offer as a Component of Direct Marketing Strategy 91
Elements of an Effective Offer 91
Planning the Offer 92
Step 1: Establish Objectives of the Offer 93
Step 2: Decide on the Attractiveness of the Offer 94
Step 3: Reduce Risk of the Offer 96
Step 4: Select a Creative Appeal 96
Components of the Offer 98
Product or Service 98
Pricing and Payment Terms 98
Trial or Examination Period 99
Guarantees 100
Sweepstakes and Contests 100
Gifts and Premiums 100
Time Limits 101
Table of Contents
Creating an Offer 102
Step 1: Perform Market Research 102
Step 2: Determine the Terms of the Offer 103
Step 3: Target the Offer 104
Step 4: Test the Offer 105
Step 5: Execute the Offer 106
Popular Offers 106
Summary 108 • Key Terms 109 • Review Questions 109
• Exercise 109
Case: Old American Insurance Company 110
Part 2 Integrated Marketing Communication:
The Message and Media Decisions in Direct
and Interactive Marketing
Chapter 5 Planning and Creating Compelling Message
Strategies 113
Creative Research 115
Message Objectives 116
Copywriting and Graphics Techniques 117
Features versus Advantages versus Benefits 117
Writing the Copy 119
Using Design and Graphics 122
Creating Messages for Specific Media 124
Direct Mail 125
Catalogs 130
Print Advertising (Magazines and Newspapers) 133
Broadcast Advertising (Television and Radio) 135
Telephone Promotion 137
Internet 138
Summary 141 • Key Terms 142 • Review Questions 142
• Exercise 142
Case: Barely There 143
Chapter 6 Designing and Employing Print 147
Direct Mail as a Print Medium 149
Market Segmentation 149
Catalogs 150
Syndication Mailings 152
Coupons 152
Cooperative Mailings 153
Table of Contents xi
Statement/Invoice Stuffers 154
Package Inserts 155
Take-One Racks 155
Magazines as a Print Medium 155
Market Segmentation 155
Categories of Magazines 157
Advantages and Disadvantages 158
Position and Timing 158
Newspapers as a Print Medium 159
Market Segmentation 159
Categories of Newspaper Advertising 160
Advantages and Disadvantages 162
Position and Timing 163
Summary 163 • Key Terms 164 • Review Questions 164
• Exercise 164
Case: Newport News 165
Chapter 7 Developing and Utilizing Electronic Media 170
Television 173
Market Segmentation 173
Characteristics of Television Time 174
Direct Marketing Uses of Television 174
Television Home Shopping and Infomercials 175
Advantages and Disadvantages 177
Radio 177
Market Segmentation 177
Rate Structure 179
Advantages and Disadvantages 179
Telephone 179
Inbound versus Outbound Calls 180
Advantages and Disadvantages of Telephone
Marketing 182
Telemarketing Technology 183
Planning a Telemarketing Program 184
Preparing the Telephone Scripts 184
Training Telephone Operators 185
Media Measurement 186
Summary 187 • Key Terms 188 • Review Questions 188
• Exercise 188
Case: GEICO 189
xii Table of Contents
Chapter 8 Crafting and Applying High-Tech Digital Media 196
The Internet 198
Growth of Internet Marketing 198
Internet Retailing 199
Business-to-Business Internet Transactions 199
Differences between the Internet and the World Wide Web 200
Advantages and Disadvantages 201
Applications of Interactive Media 202
E-Mail Marketing 203
Online Market Research 206
Web Advertising 208
E-Branding 210
Increasing and Measuring Site Traffic 211
Web Site Promotion 211
Search Engine Marketing 212
Creating Web Site Stickiness 213
Media Measurement: E-Metrics 214
New High-Tech Formats and Strategies 215
Blogging 215
Online Social Networking 215
Mobile Marketing 216
Summary 217 • Key Terms 217 • Review Questions 218
• Exercise 218
Case: TreadMoves 219
Part 3 Response, Measurement, and Metrics of Direct
and Interactive Marketing
Chapter 9 Fulfilling the Offer and Serving the Customer 227
Fulfillment 230
What Is Fulfillment? 230
Traditional Fulfillment Standards 230
The Fulfillment Process 230
The Offer 231
The Response 231
Processing 231
Shipping 232
Billing 232
Customer Service 232
Table of Contents xiii
Fulfillment Options 232
In-House Fulfillment 233
Outside Fulfillment Centers 240
Online Fulfillment 241
Delivery Options 242
U.S. Postal Service 242
Alternative Delivery Systems 243
Fulfillment Problems 243
Sources of Fulfillment Problems 243
Ways to Avoid Fulfillment Problems 244
Call Centers 245
In-House Call Center 246
Outside (Outsourcing) Call Centers 246
The Importance of Customer Service 248
Evaluating Customer Satisfaction Level 250
Keeping Customers Happy 252
Summary 254 • Key Terms 254 • fieweiv Questions 254
• Exercise 255
Case: 1-800-FLOWERS.com 256
Chapter 10 Conducting Research and Utilizing Tests to Measure
Performance 264
The Nature of Research 266
Surveys and Experiments 266
Problem Structure 269
What to Research and Test 270
Data: Types, Sources, and Collection 270
Secondary Data 270
Primary Data 272
Experimentation as Testing 273
Designing the Experiment or Test 274
Tracking Responses and Measuring
Test Results 275
Samples and Estimations 278
Random Samples 278
Determining the Sample Size 279
Measurement of Difference 281
Hypothesis Testing 281
Types of Errors in Hypothesis Testing 282
xiv Table of Contents
Statistical Evaluation of Differences 282
A Priori versus a Posteriori Analysis 284
Structuring and Evaluating an Experiment 284
Opportunities for Experimentation 286
Summary 287 • Key Terms 287 • Review Questions 288
• Exercise 288
Case: The American Heart Association 289
Chapter 11 Understanding the Industry s Environmental,
Ethical, and Legal Issues 292
Environmental Issues 294
The DMA s Environmental Resolution and
Green 15 Program 295
Ethics of Direct Marketing 297
The DMA s Guidelines for Ethical Business Practice 297
The DMA Corporate Responsibility Department 298
Basic Consumer Rights 299
The Right to Safety 299
The Right to Information 299
The Right to Selection 299
The Right to Confidentiality 299
The Right to Privacy 300
Legislative Issues 300
Intellectual Property 300
Security 301
Privacy 301
Privacy Legislation 301
Privacy Protection Study Commission 302
Privacy Today: Antispam Laws 303
Annoyance and Violation 304
Type of Information 304
Consumer Privacy Segments 305
Corporate Response to Privacy 306
The DMA Commitment to Consumer Choice 306
The DMA Online Privacy Principles 308
Third-Party Privacy Intervention: Infomediaries 309
Regulatory Authorities of Direct Marketing 310
Federal Communications Commission 310
Federal Trade Commission 311
Table of Contents xv
U.S. Postal Service 313
State and Local Regulation 313
Private Organizations 313
The Future: Self-Regulation or Legislation 313
Self-Regulation 313
Legislation and Permission Marketing 314
Summary 314 • Key Terms 315 • Review Questions 315
• Exercise 315
Case: The Telephone Consumer Protection Act 316
Chapter 12 Exploring and Adapting Direct and Interactive
Marketing Strategies around the World 320
Direct and Interactive Marketing around the World 323
Differences between Domestic and International
Direct Marketing 323
Making the Decision to Go International 324
Step 1: Assess Your International Potential 324
Step 2: Conduct Marketing Research 324
Step 3: Select Your Trading Partners 326
Step 4: Develop an International Direct Marketing Plan 327
Step 5: Begin International Direct Marketing Activities 327
Modes of Market Entry 327
Exporting 327
Licensing 328
Joint Venture 328
Contract Manufacturing 329
Direct Investment 329
Management Contracting 329
International Direct Marketing Infrastructure 329
Lists and Databases 330
Fulfillment 330
Media 331
Creative 333
Geographical Area Analysis 334
Canada 334
Europe 335
Latin America 338
Asia 339
Egypt 340
xvi Table of Contents
Africa 340
Summary 341 • Key Terms 342 • Review Questions 342
• Exercise 342
Case: Globalizing an American Catalog 343
Chapter 13 Applying Direct and Interactive Marketing Math
and Metrics 348
Using Math and Metrics to Determine the Right
Target Market 349
Determining Customer Value 349
Calculating Customer Lifetime Value 350
Determining the Right Customer to Target 351
Analyzing Market Penetration 352
Measurement Is the Key 353
Calculating Response Rates and Conducting Break-Even Analysis 353
Calculating the Impact of a Lift 355
Determining Conversion Rates 356
Planning the Direct Marketing Budget 356
How to Begin: Estimating Costs 357
The First Calculations: Margins, Fixed and Variable Costs 358
Net Profit and Breaking Even 360
Cost per Inquiry/Cost per Order 361
Return on Investment/Return on Advertising Investment 363
Budgeting for Tests 365
Summary 366 • Key Terms 367 • Review Questions 367
• Exercise 367
Case: SafeLife 368
Part 4 Applications and Future Directions of Direct
and Interactive Marketing
Chapter 14 Examining Direct and Interactive Marketing
Applications in a Variety of Sectors 371
Business-to-Business 373
Characteristics of Industrial Demand 374
B2B Applications 375
How to Identify B2B Market Segments 378
Nonprofit Organizations 382
Nonprofit Applications 382
Fundraising 386
Media Strategies 392
Table of Contents xvii
Political Organizations 395
Governmental Organizations 396
Sports Organizations 400
Summary 402 • Key Terms 403 • Review Questions 403
• Exercise 404
Case: Peninsula Society for the Prevention of Cruelty to Animals 405
Comprehensive Cases
Case 1: McDonald Garden Center Case 413
Case 2: Coldwell Banker Professional, Realtors Case 426
Appendixes
Appendix A: Developing a Direct and Interactive
Marketing Campaign Featuring The Martin Agency 439
The Martin Agency 439
Campaign Development Process 440
Initial Consultation 440
Campaign Planning Meeting 441
Strategic Development 441
Creative Development 442
Campaign Execution 443
Tracking and Learning 443
Conclusion 445
Appendix B: Careers in Direct and Interactive
Marketing 446
Select Direct and Interactive Marketing Career Positions
and Descriptions 446
Careers in Direct and Interactive Marketing in Agencies 459
Direct and Interactive Marketing Career Resources 462
Glossary 463
Index 471
|
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| title | Contemporary direct & interactive marketing |
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| title_auth | Contemporary direct & interactive marketing |
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| title_short | Contemporary direct & interactive marketing |
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