Direct Marketing

1.Identify and explain the three ways in which direct marketers use television.

The three ways that command marketers use television are to sell products, to get inquiries and to support other media.

2.Discuss the typical metrics frail to measure train response television costs. Include approach, frequency, gross rating points and cost per response.

The typical metrics are cost per response, cost per viewer and gross rating points. The most essential of these is cost per response which is the total cost of a direct marketing campaign divided by the number of responses that campaign generated. Gross rating points are determined by reach and frequency. Reach is the number of people exposed to the advertising and frequency the number purchases for a specific marketing campaign within a given time period. Cost per viewer is the total budget divided by number of viewers in the audience for an event such as the super bowl.

3.Describe the major advantages and disadvantages of television as a medium for direct response advertising.

The major advantages for television as a medium for direct response advertising can provide a wide choice of cost alternatives and achieve quick responses. A strong advantage is being able to provide video and audio at the same time creating a very satisfactory and persuasive message. The biggest disadvantage is the limited time available to make the sales message. Another scrape is there is no reference tool to use at a later date for the user. Once the commercial is over the viewer nothing unless the viewer sees it again.

4.Describe the major advantages and disadvantages of radio as a medium for deliver response advertising.

Radio is the most flexible of all mediums as it requires little preparation and can be changed up until it is broadcast and production costs are low. The major disadvantage is that there is no response device after the broadcast has aired. Radio also lacks visual impact.

5. Overview the history of interactive television/telephone hookups.

Direct marketers interest in the original electronic media is in its ability to allow shopping, responding, and ordering. Interactive television is a combination of television, cable, telephone and computer networks.

The first videotext system is called Prestel was started in England 1979. After that the French entered with Teletel in 1982. Canada later developed a high revolution system called Telidon. The USA developed the source is 1979 later becoming Reader’s Digest. Videodiscs arrived in 1981.

6. Compare and contrast inbound calls with outbound calls

Inbound calls are where the customer makes the interaction by placing an order, question information or for customer service. Outbound calls are where the companies make the interaction to obtain a sale or to offer information in the hope of making a later sale.

7.Overview the advantages and disadvantages of telemarketing.

Telemarketing has many advantages these are its two device communication, its a very flexible medium, its the most productive medium, its cost effective. The disadvantages are its an intrusive marketing medium, lacks visual enhancement, does not provide a permanent tangible response device, it needs highly trained staff to be effective.

8.Identify and discuss the three types of bellow technology used in telemarketing.

Audiotex plays a message and depending on the type may also allow users to reply using keys on their phone. Speak messaging stores and retrieves voice mail from mailboxes. Finally interactive snarl response enables callers to access and update a database using their telephone keypads.

9.Detail the steps involved in planning a telemarketing program.

Know the target audience to make obvious your targeting the upright people. Get off on the just foot the way you start will ultimately show the outcome of the call. Make your pitch natural make it sound like speech not text. Encourage a two way conversation. Expect their to be questions and complaints. Close the deal and don’t be overly polite as it may come across as insincere.

10.Discuss the similarities and differences between in-house and outside call centers.

The major benefits of in house call centers are:

Support of top manager

Setting goals and objectives

Integrating telephone marketing with other promotional activities

Developing telephone script and guides

Recruiting and training telephone personnel

Supervising and motivation

Integrating telephone and computer systems

Designing a productive work environment

Developing measurement systems

Testing systems and procedures