Transcript Direct Response Media

Chapter 11
Direct Response Media
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Copyright © 2012 Pearson Canada Inc.
Learning Objectives
 Describe the various types of direct-response
advertising
 Explain the advantages and disadvantages of
the various forms of direct-response advertising
 Assess the factors considered in, and
procedures used for, buying direct mail
 Assess the strategies for delivering effective
media messages via direct-response
techniques.
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Direct-Response
Advertising
 Direct-response advertising “asks for the order”
(or other explicit action) in the same
communication which presents the offer to
prospective customers.
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Direct Mail
Direct Response Television
Direct Response Print
Telemarketing
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Trends Affecting DirectResponse Advertising
 Need for accountability in advertising spending
 Targeting capabilities through customer-relationship
management programs – CRM
 Diversion of ad dollars from traditional TV and print
media for many reasons previously discussed
 The rise of social media sites like YouTube and
Facebook
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Direct Mail
The use of direct mail is widespread due to:
 the ability to personalize the message with the
prospect’s name
 the ability to send lengthy messages
 the ability to provide a high degree of
geographic coverage economically
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Direct Mail
Mail is the most common form of directresponse advertising. Options include:
 Sales Letters
 Leaflets and Folders
 Order Forms
 Statement Stuffers
 DVDs
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Advantages of Direct Mail
 Audience selectivity
 High reach
 Geographic flexibility
 Creative flexibility
 Distribution of Incentives
 Advertiser Control
 Exclusivity
 Measurability
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Disadvantages of
Direct Mail
 High cost per exposure
 Absence of editorial support
 Image and life span
 Potential delivery delays
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Buying Direct Mail
There are three basic steps involved in
buying direct mail:
1. Obtaining Direct Mail Lists
2. Production
3. Distribution
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Obtaining Direct Mail Lists
Lists of names are obtained from internal
and external sources.
 Internal
 Customer database—a house list
 Development of prospects
 External
 List Brokers
 Merge / Purge
 Geomapping
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Types of Lists
Specialized quality lists cost more. Names
are bought on a CPM basis. Lists available
include:
 Response Lists
 Circulation Lists
 Compiled Lists
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Direct-Response Television
Forms of direct response television:
1.
Short form (120 seconds or less)
2.
Long form or Infomercials (30 or 60 minutes)
3.
Direct home shopping
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In each case, the use of toll-free telephone
numbers, websites, and credit cards makes the
purchase more convenient for the viewer.
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Introducing “Vince Slap Chop”
• http://www.youtube.com/watch?v=rUbW
jIKxrrs
• This spot has spawned many takeoffs
all of which also promote the brand
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Direct Home Shopping
Cable television channels (i.e.The
Shopping Channel) offer products for sale
by broadcast message.
 Product messages presented by close-up shots
 Ordering details presented frequently
 Provides shopping convenience
 The medium lacks glamour, but must not be
underestimated for its sales potential.
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Direct-Response Print
It’s common for advertisers to communicate
direct-response offers through newspapers
and magazines.
 Generate leads for future marketing programs
 Drive prospects to a website or social media page
 Get prospects to take action immediately
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Inserts
Another direct-response print media
alternative is the insert.
 A single or multiple-page document inserted
loosely or stitched directly into a publication.
 It can be strip-glued (a gum-like glue) or
placed as a tip-in (place an ad and then attach
the insert on top of the ad)
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Telemarketing
Much telemarketing activity is conducted
through call centres.
 A call centre is a central operation that
handles all inbound and outbound calls.
 Two types of telemarketing:
 Inbound telemarketing
 Outbound telemarketing
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Inbound/Outbound
Telemarketing
 Inbound – receiving calls by order desk, customer
inquiry, and direct–response calls often through toll-free
1-800 or 1-888 numbers
 Outbound – calls that a company makes to customers
to develop new accounts, generate sales leads, and
even close a sale.
Call
Centre
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Inbound
Outbound
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Telemarketing
 Telemarketing is cost efficient. It is much less
expensive than personal selling and mass
advertising.
 Proper training and preparation of
representatives is crucial.
 The message delivered is as important as the
medium itself.
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Strategic Considerations
for Telemarketing
Scripting plays a significant role in the success of
a telemarketing campaign:
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Focus on the relationship
Adjust the script approach for your audience
Empathize with the receivers
Establish rapport and gain attention quickly
Keep it short and simple
Be prepared
Make it easy to say yes
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