Transcript Chapter 14 Direct Marketing and Marketing on the Internet

Ch. 14, 15 Direct Marketing and
Marketing on the Internet
Direct marketing is an interactive marketing communication
tool that uses one or more advertising media to affect a
measurable response and/or transaction at any location.
Direct marketing vs. Direct marketing media

Direct marketing - the total of activities by which
the seller directs efforts to a target audience using
one or more media to elicit a direct action
response (e.g., a purchase).
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Direct marketing media
Direct Marketing Strategies and Media

Direct marketers generally pursue either a onestep approach or a two-step approach in
developing media strategies.

one-step approach

two-step approach
Evaluating the Effectiveness of the Direct
Marketing Program

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In addition to some of the effectiveness
measures employed by other marketers, direct
marketers also employ a measure based on cost
per order (CPO).
Using CPO the marketer knows almost
instantly whether or not the advertisement is
working.
Marketing on the Internet

What is Internet?
- A worldwide means of exchanging information and
communicating through a series of interconnected computers.

Features of the Internet
- Electronic mail (e-mail)
- Usenet
- Telnet
- File transfer protocol (ftp) or hypertext transfer protocol (http)
- Client Server
- Gopher
- Wide Area Information Server (WAIS)
- World Wide Web (WWW)
Web Objectives

One of the primary objectives of advertising on
the Internet is to generate sales directly. There
are some other objectives.
Audience Measurement on the Internet
Due to the infancy of Internet, it is still very hard to measure
Internet users. Here are a few information sources that are
available or soon will be:
 Nielsen Media Research and Commerce Net
 IntelliQuest
 PC-Meter
 Audit Bureau of Circulations
 Simmons Market Research Bureau
 Arbitron
Pros and Cons of Internet Advertising

As an advertising media, what do you think are the
advantages of Internet?

What are the potential limitations?