Transcript Canadian Advertising in Action

Canadian Advertising
in Action
Chapter 11
Direct-Response Media
11.1
© 2006 Pearson Education Canada Inc.
Learning Objectives
 Describe direct-response advertising
types
 Explain direct-response advertising
advantages and disadvantages
 Assess considerations and procedures in
buying direct mail
 Assess the strategies for effective
messages in direct-response
11.2
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Direct Marketing
Interactive marketing system controlled by marketer
• Marketer develops & promotes products
directly to customers
•And, accepts and distributes orders directly.
Marketer
11.3
Media
Customer
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Direct Response
Advertising
Advertising through any medium
designed to generate a response, by
any means, that is measurable.
 Direct Mail
 Direct Response Television
 Direct Response Print
 Telemarketing
11.4
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Direct Mail
Mail is the most common form of direct
response advertising. Options include:
• Sales Letters
• Leaflets and Flyers
• Folders
• Statement Stuffers
• Videocassettes and CD-ROMS
11.5
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Direct Mail Strategies
Solo
Direct Mail
Individually prepared
offers sent directly to
prospects
Cooperative
Direct Mail
Special offers from
non-competing
products in one
envelope
11.6
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Advantages & Disadvantages
of Direct Mail
Advantages
 Audience selectivity
Disadvantages
 High cost per
exposure
 High reach
 Geographic flexibility
 Absence of editorial
 Creative flexibility
support
 Control
 Exclusivity
Image and life span
 Measurability
11.7
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action item
• Read the ‘action’ item on page 359 of the text
• Visit the Buell.com website
• Does the website’s creative strategy fit with the
description of the direct mail strategy in your text?
Discuss.
11.8
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Buying Direct Mail
There are three basic steps involved
in buying direct mail:
1. Obtain a proper prospect list.
2. Conceive and produce the mailing
piece.
3. Distribute the mail offer.
11.9
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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
11.10
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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
11.11
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Direct Response
Television
There are three forms of direct
response television:
1. 60-second or longer commercials
2. Infomercials
3. Direct home shopping
11.12
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Direct Response
Television
Direct response commercials are classified
based on the intent of the ad.
Traditional
“Buy now”or “Limited
time offer.” Immediate
action is the goal.
Corporate
or Brand
Establish leads, create
awareness, and build image
(longer term strategy).
11.13
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Direct Home Shopping
Cable television networks offer products
for sale by broadcast message.
• Product messages presented by close-up shots
• Ordering details presented frequently
• Provides shoppers convenience
The medium lacks glamour, but don’t underestimate its
sales potential.
11.14
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Advantages & Disadvantages of
Direct-Response Print




Advantages
Message content lots of detail
possible
Dramatic
demonstrations
Less costly than
traditional TV
Flexibility
11.15
Disadvantages
 Time constraints
 Short lifespan
 Questionable image
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Call Centres
The call centre industry is worth $60 billion
in North America, $15 billion in Canada
(yes, a quarter of the total)
Call
Centre
11.16
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.
11.17
© 2006 Pearson Education Canada Inc.