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INDEX
1. Introduction 2. Person to person 3. Direct mail 4. Internet 5. Telemarketing 6. Inserts 7. Videos 8. Email 9. Trade shows 10. Group selling 11. Direct response from print ads n TV 12. Catalogues …01 …02 …03 …04 …12 …13 …13 …15 …16 …17 …17 …32

g. By contrast. This is often achieved by using a specific Web site landing page directly relating to the promotional material. offers a product. not due to the method of communication but because of poorly compiled demographic databases. measurable. the marketer can say with confidence that campaign led directly to 10% direct responses. because in many cases its positive effect (but not negative results) can be measured directly. Businesses communicate straight to the consumer with advertising techniques such as fliers. for instance call a free phone number or visit a Web site.000) and dividing it by the number of responses (people visiting the unique Web site page). There are two main definitional characteristics which distinguish it from other types of marketing. is not easily measured. Measurement of results." This aspect of direct marketing involves an emphasis on trackable. The first is that it sends its message directly to consumers. however. direct advertising is straight to the point. a call to action will ask the consumer to visit the landing page. a fundamental element in successful direct marketing. and explains how to get the offered product. and 100 respond to the promotion. measurement of other media must often be indirect. and the effectiveness of the campaign can be measured by taking the number of promotional messages distributed (e. service. Direct marketing is predominantly used by small to medium-size enterprises with limited advertising budgets that do not have a well-recognized brand message. without the use of intervening commercial communication media. some direct marketing efforts using particular media have been criticized for generating unwanted solicitations. if a marketer sends out 1. For example. A well-executed direct advertising campaign can offer a positive return on investment as the message is not hidden with overcomplicated branding. While many marketers recognize the financial benefits of increasing targeted awareness. Direct Advertising is a sub-discipline and type of marketing. Direct marketing is attractive to many marketers. catalogue distribution. promotional letters. The Internet has made it easier for marketing managers to measure the results of a campaign. then the effort is considered to be direct response advertising. or event. positive responses from consumers (known simply as "response" in the industry) regardless of medium. advertisers do not wish to waste money on communicating 1 .Direct Marketing and It’s Type Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising. and street advertising. since there is no direct response from a consumer. or event. Instead. newspapers or radio. 1. such as TV. The number of recipients who are offended by junk mail/spam. Another way to measure the results is to compare the projected sales for a given term with the actual sales after a direct advertising campaign. The second characteristic is the core principle of successful Advertising driving a specific "call to action. service..000 solicitations by mail. is explored in greater detail elsewhere in this article. If the advertisement asks the prospect to take a specific action.

Be one of them. Answer Their Objections . Be entertaining and humorous .Emotion will always win out over intellect. For example. offer details call to action. Use conversational copy.With a smile. companies specialize in targeted direct advertising to great effect. dislikes. yet believable. act like them.within reason. Give them a sample and they'll want it all. Short line. Give them a taste and they will want it all. pleasingly off-balance." and unwanted e-mail messages are considered "spam. talk with them. Inhale. "How do you feel?" Use emotional. variable printing. know their likes. reducing advertising budget waste and increasing the effectiveness of delivering a marketing message with better geo-demography information. Benefits. "What do you think?" Instead. exhale. What is important in person to person selling? Keep it Personal . Appeal to their five senses and you appeal to their emotions. credibility builders (expert testimony. sincere. uses. Get them involved.Dialogue with the customer. Pacing is everything . 2 . Tell them why they need your product now. features. Be enthusiastic and passionate." Some consumers are demanding an end to direct marketing for privacy and environmental reasons which direct marketers are able to do to some extent by using "optout" lists.with consumers not interested in their products. Repeat the selling cycle. Sevensecond sound bit. Dress like them. why the price is a great value and why they should get it from you. or event on offer. anticipating. inspiration (success stories). Demonstrate the product. If you crown them. evocative language and visual images. service. In response to consumer demand and increasing business pressure to increase the effectiveness of reaching the right consumer with direct marketing. Move them from fear to trust. here a sales person directly markets the product in person to his consumer. Create the emotions inside them that they will feel when using your product. Remove their doubts. guarantees. 15 second voice-over. Be honest. Emotion Buys . inspire excitement. They want to experience our product promise now. Let them handle the product. Get them to say "yes" as often as possible. back off. Don't ever ask someone. Be credible. Relate the product benefits to their personal lives. broad paragraph. Sell the benefits.It's a symphony in eight movements. Be Interactive . delivering the advertising message to only the consumers interested in the product. and more-targeted mailing lists. Fulfillment is our key success factor here. PERSON TO PERSON SELLING It is one of the most effective ways of marketing. Keep them interested. hobbies. Fulfill our customers' needs as quickly as possible. Logic Justifies. Let them know you like them. tell a joke. habits. ask.Use their name three times in the first 30 seconds. use peel-offs. Be unpredictable. Use expert testimonials and endorsements. genuine. direct mail that is irrelevant to the recipient is considered "junk mail. pet peeves. Get the product in their hands immediately. research).

Amway uses person to person selling. Employees of Mahindra approach people in the mall or other places for their membership. Junk mail Any low-budget medium that can be used to deliver a communication to a customer can be employed in direct marketing. 3 . Direct mail The most common form of direct marketing is direct mail. which may also be referred to as "junk mail" or "admail" and may involve bulk mail."Never judge a book by its cover" This is really true when it comes to customers. Generally a lot of companies use person to person selling readers digest for example. in which marketing communications are sent to customers using the postal service. The term direct mail is used in the direct marketing industry to refer to communication deliveries by the Post Office. Mahindra also uses person to person selling. used by advertisers who send paper mail to all postal customers in an area or to all customers on a list. sometimes called junk mail. Probably the most commonly used medium for direct marketing is mail. Just because a customer looks wealthy does not mean they are able or willing to buy and just because a customer does not look rich it does not mean they are not able or willing to make a purchase. Here person to person selling is used the employees directly approach the target is person.

is the marketing of products or services over the Internet. home computer. and travel and tourism industries. marketers must format and sort the mail in particular ways – which reduces the handling (and therefore costs) required by the postal service. also referred to as digital marketing. The New York Times . Internet Internet marketing. Internet marketing ties together creative and technical aspects of the Internet. For example a person who has demonstrated an interest in golf may receive direct mail for golf related products or perhaps for goods and services that are appropriate for golfers. In the United States and United Kingdom. catalogs. and Web 2. or delivered to consumers' mailboxes by delivery services other than the Post Office. email marketing. Advertisers often refine direct mail practices into targeted mailing. development. advertising. In 2008. The United States Postal Service calls this form of mail "advertising mail" (admail for short). The Internet has brought media to a global audience. in which mail is sent out following database analysis to select recipients considered most likely to respond positively.working with comScore . banner ads on specific websites. pre-approved credit card applications.Direct mail includes advertising circulars. This use of database analysis is a type of database marketing. but also includes marketing done via e-mail and wireless media. Bulk mailings are a particularly popular method of promotion for businesses operating in the financial services. In order to qualify for these rates. Counting four types of interactions with company websites in addition to the hits from advertisements 4 . The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM). search engine optimization (SEO). for example. there are bulk mail rates that enable marketers to send mail at rates that are substantially lower than regular first-class rates.0 strategies. or e-marketing. online marketing. free trial CDs. web marketing. In many developed countries. Management of digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. Internet marketing is sometimes considered to be broad in scope because it not only refers to marketing on the Internet. and other unsolicited merchandising invitations delivered by mail or to homes and businesses.published an initial estimate to quantify the user data collected by large Internet-based companies. including: design.

and delivering different content to that visitor based on his or her location. country. where the advertisements are based on search engine keywords entered by the users on the computer. rather than reaching out to a broadly defined demographic. Appeal to specific interests Internet marketing and geo marketing places an emphasis on marketing that appeals to a specific behavior or interest. the authors found the potential for collecting data upward of 2. Advantages 5 . "Onand Offline" marketers typically segment their markets according to age group. niche marketing would be something much more specific such as 4-slice toasters. and allows the creators to establish themselves as authorities on the topic or product. Internet marketing differs from magazine advertisements. This approach is used in search marketing.0 tools. geography. whereas in traditional Internet marketing a website would be created and promoted on a high-level topic such as kitchen appliances.served from advertising networks. Niche marketing provides end users of such sites very targeted information. Internet Protocol (IP) address.500 times on average per user per month. such as latitude/ longitude. metro code/zip code. a kayak company can post advertisements on kayaking and canoeing websites with the full knowledge that the audience has a related interest. and other general factors. uploading pictures. ISP or other criteria. For example. One-to-one approach The targeted user is typically browsing the Internet alone and therefore the marketing messages can reach them personally. Niche Marketing Niche and hype-niche internet marketing put further emphasis on creating specialist destinations for web users and consumers on tightly targeted topics and products Niche marketers differ from traditional Internet Marketers as they have more specialized topic knowledge. For example. contributing to blogs). where the goal is to appeal to the projected demographic of the periodical. Marketers have the luxury of targeting by activity and geo-location. but rather the advertiser has knowledge of the target audience — people who engage in certain activities (e. Geo-targeting Geo targeting (in Internet marketing) and geo marketing are the methods of determining the geo-location (the physical location) of a website visitor with geo-location software. gender. This approach usually works under PPC (pay per click) method. city. organization. many users can interconnect as "peers.g.. With the advent of Web 2. region/state.

The nature of the medium allows consumers to research and purchase products and services at their own convenience. 6 .e. Internet marketers also have the advantage of measuring statistics easily and inexpensively. how the Internet affects in-store sales) rather than soloing each advertising medium. taste or "try on" tangible goods before making an online purchase can be limiting. Nearly all aspects of an Internet marketing campaign can be traced. also known as opting out. The advertisers can use a variety of methods: pay per impression. However. Therefore. Internet marketing refers the online marketing methods that are related to email. Because exposure. many customers are unaware if and when their information is being shared. and overall efficiency of Internet media are easier to track than traditional off-line media—through the use of web analytics for instance—Internet marketing can offer a greater sense of accountability for advertisers. response. Security concerns Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not trust that their personal information will remain private. marketers can determine which messages or offerings are more appealing to the audience. the inability of shoppers to touch. or pay per action. Such measurement cannot be achieved through billboard advertising. there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services. Marketers and their clients are becoming aware of the need to measure the collaborative effects of marketing (i. and perform a targeted action. Therefore. pay per play. The effects of multichannel marketing can be difficult to determine. The buyer can also be biased in case there is not sufficiently reliable product information available online. and tested. but are an important part of ascertaining the value of media campaigns. pay per click. where an individual will at best be interested. smell. visit a website.. However. Companies can reach a wide audience for a small fraction of traditional advertising budgets. Some companies that purchase customer information offer the option for individuals to have their information removed from the database. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement. businesses have the advantage of appealing to consumers in a medium that can bring results quickly. then decide to obtain more information at a later time. Limitations From the buyer's perspective. and are unable to stop the transfer of their information between companies if such activity occurs. measured.Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volumeprofit (CVP) analysis. social networks and wireless devices.

Amazon. 2009 and December 27. As the premier online reselling platform. advertisers can more effectively engage and connect their audience with their campaigns which seek to shape consumer attitudes and feelings towards specific products and services. Effects on industries The number of banks offering the ability to perform banking tasks over the internet has also increased.[3] The same study found that 60% of American adults use broadband connections at home. The paradigm shift from dialup to high speed internet has fueled these changes. and Adobe Flash.[citation needed] Of those individuals who use the Internet. the effect on the advertising industry itself has been profound. gadgets and much more. Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image advertisement creatives to rich multimedia experiences such as those containing more updated technology like HTML. Buyers and sellers often look at prices on the website before going to flea markets. eBay. 55% of American adults connect to the Internet through a wireless network like a public/private access point. All of these solutions attempt to assure consumers that their transactions will be free of problems because the merchants can be trusted to provide reliable products and services.g. the major online payment mechanisms (credit cards. In just a few years.com. the price shown on eBay often becomes the item's selling price. Google Checkout. In a national survey between November 30. PayPal. a WiMax network. eBay is often used as a price-basis for specialized items. Currently over 150 million U. As a result. Internet auctions have become a multi-billion dollar business. or a cellular 3G/4G network through a mobile cellular device. 2009. adults now bank online. clothing.. Specialized e-stores sell an almost endless amount of items ranging from antiques. online 7 . Online banking appeals to customers because it is often faster and considered more convenient than visiting bank branches.com). Overstock. with increasing Internet connection speed being the primary reason for fast growth in the online banking industry. and by leveraging merchant/feedback rating systems and e-commerce bonding solutions. movie props.S. JavaScript. In addition to the major effect internet marketing has had on the technology industry. Online merchants have attempted to address this concern by investing in and building strong consumer brands (e. Usage trends Online advertising techniques have dramatically been affected by technological advancements in the telecommunications industry.) have also provided back-end buyer protection systems to address problems if they actually do occur.Another major security concern that consumers have with e-commerce merchants is whether or not they will receive exactly what they purchase. Additionally. etc. the Pew Research Center found that 74% of American adults (ages 18 and older) use the Internet. Unique items that could only previously be found at flea markets are now being sold on Internet auction websites such as eBay. 44 percent now perform banking activities over the Internet. all while running their business out of their homes. It is increasingly common for flea market vendors to place a targeted advertisement on the Internet for each item they are selling online.

9 billion was spent on Online marketing in the U. largely due to online donors. which fits their target market perfectly. This has had a growing impact on the electoral process. It’s a short story featuring an animated bird. over 500 social network supporters per day to help spread their message. such as digital design and media. Now the clever part is they are providing viewers with an incentive to share the video.youtube.com/watch?v=mrl7swlzyTA” @EEJewellery for Xmas! 8 .S. There are several industries that have heavily invested in and benefited from internet marketing and online advertising.com/watch?v=mrl7swlzyTA “ Jewellery for Christmas! . automotive or gambling.advertising has grown to be worth tens of billions of dollars annually.youtube.as you write the ‘@’ a drop down box will appear – just select the Eclectic Eccentricity fan page to tag us! For Twitter: Tweet us the following: “I want jewellery from http://www. in 2006. Eclectic Eccentricity have just released a web video advertising their jewellery. others have sprung up as purely online businesses. blogging or internet service hosting. on average. So firstly it it’s good enough it will get plenty of views on YouTube. President Barack Obama raised over US$1 million in a single day during his extensive Democratic candidacy campaign. TAG US FOR TREATS! Want a 10% off discount code? Simply tag us on Facebook or Tweet us on Facebook! For Facebook: Write the following in your status: “I want jewellery from @Eclectic Eccentricity http://www. During the 2007 primaries candidates added. 2010 by yourmailmanuk I have just found the most perfect example of how internet marketing can work for your business. While some of these were originally brick and mortar businesses such as publishing. In 2008 candidates for President heavily utilized Internet marketing strategies to reach constituents. Example Case Study – Perfect example of internet marketing at its best Posted on December 13. music. PricewaterhouseCoopers reported that US$16.

You will only tag for treats if you are interested in the product. Essentially the search engines like Google use these links as an indicator of the trust that the website enjoys. There are so many people that are getting involved in the business on the back of the positive results that have been coming out of the industry.co. EE are aware of this and will be very successful on line because of it. This should spread across the internet like wild fire. Thanks for reading Alex Your Mail Man Examples of Successful Internet Marketing There is a positive outlook to internet marketing depending on where you look. Wahoo! It’s such a simple but effective method.uk to let us know how you tagged us. They have no way of knowing about all the content that is 9 . This article attempts to look at some of the leading methods and applications of those techniques. We’ll then email you back your own special discount code. incentivize your customers to share. The industry is growing on a daily basis. We as consumers will happily promote you if you give us something in return. share with your friends of similar interests. Back links and internet marketing The provision and trade in back links has been one of the internet marketing examples that have caught the eye.Then all you have to do is send us an email to info@eclecticeccentricity.

The reaction will be to punish the website and all the people that link to it. The process of branding will involve many activities that may not appear to be related to the process. It is now a viable option for people to pursue. If it is successful then the theory tells us that the clients will pick up the product with enthusiasm. The qualitative process for search engines requires that link farms are not given any credit.on the internet. This refers to a website whose primary objective is to sell back links. Branding as one of the internet marketing examples Many entrepreneurs and their companies are in the process of changing the branding for their enterprises. This is a framework through which different websites can ensure that they are ranked fairly highly when it comes to the listing of pages upon a search query. In fact there are some organizations that are anxious to outsource this function in order to guarantee the quality of work that is produced. Merchants have been able to use this opportunity by engaging in the trade process for the back links. the branding process is all about taking ownership of the qualities that make the product distinct. It is a rather simple scheme but careers have been built on it. The organizations that have been successful at branding will find that many other things come in naturally depending on the attitudes that they have adopted for the product. Therefore these links are in high demand. The merchants join the fray because they can provide some technical skills for websites that need to be ranked well. However they can assess back links because each link is seen as a vote of confidence. Research has found that pages not within the top twenty listings will not get a lot of traffic. The merchant will have their own ideas as to the most appropriate use of resources and the impact of branding on the different business models. Conclusion on internet marketing examples 10 . That does not mean that they will not adjust their practices according to the circumstances that are prevailing within the industry. Branding is just one of the instruments that are used to market products. The search engines will then realize that such an arrangement represents a corruption of their original objectives. For example trade people such as builders and plumbers are setting up websites that need SEO. In doing this. That means that the marketability of skills in this area goes beyond all the previous assumptions. In due course all this might not matter very much if the product can speak for itself. SEO practices as internet marketing examples The development of search engine optimization has provided entrepreneurs with the opening that they have been waiting for. If the link comes from a particularly well respected website then more value is attached to it. The logic is that branding tends to bring the best out of the business model and allows the merchant flexibility to pursue different objectives according to their priorities within the market. It is important that merchants avoid the label of a “link farm”. That would be a herculean task. The growth of SEO has engulfed many of the traditional industries that are now recognizing the power of ranking. That means that for every key word there are twenty spaces which face fearsome competition.

Each person has to identify the niche that is most attractive to them and then pursue it with zeal and determination.The examples above are just a sample of what is possible online. 11 . There are many people that will continue to enjoy the benefits of the system regardless of their level of technical expertise in the area. The great thing about the internet is the fact that it opens up opportunities.

” we have introduced cheese burst pizza along with choco lava cake. in which case it is known as "automated telemarketing" using voice broadcasting. The qualification process is intended to determine which customers are most likely to purchase the product or service. Prospective customers are identified by various means. previous requests for information. from a call centre. Marketing research companies use telemarketing techniques to survey the prospective or past customers of a client’s business in order to assess market acceptance of or satisfaction with a particular product. would you like to offer?” 12 . proactive marketing in which prospective and pre-existing customers are contacted directly Inbound. Names may also be purchased from another company's consumer database or obtained from a telephone directory or another public list. or the efforts of outside salespeople How is it generally done? Telemarketing may be done from a company office. including past purchase history. or company. Public opinion polls are conducted in a similar manner. the gathering of information Sales. or from home. and political parties often use telemarketing to solicit donations. Major categories of telemarketing 1) Business to business 2) Business to consumer Subcategories • • • • Lead Generation. "Robocalling" is a form of voice broadcasting which is most frequently associated with political messages. It may involve either a live operator or a recorded message. An effective telemarketing process often involves two or more calls. Charitable organizations. either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. competition entry forms. Demand is generally created by advertising. service. using persuasion to sell a product or service Outbound. brand. Pizza hut for example use telemarketing. publicity. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. reactive reception of incoming orders and requests for information. The first call (or series of calls) determines the customer’s needs. The final call (or series of calls) motivates the customer to make a purchase. and application forms. alumni associations.TELE MARKETING Telemarketing (sometimes known as inside sales) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services. credit limit.

the employees would briefly tell the prospect customer about the course and then ask if he/she would like to join. And it's not just being uploaded. As with any business endeavour. this sense appeared in 1642. UNESCO requires a publication (other than a periodical) to have "at least 5 but not more than 48 pages exclusive of the cover pages". compare libelle. it is often a difficult way to profile 13 . seu de Amore ("Pamphilus: or.IIBM would be another example. Videos Online video content is growing at a rapid pace. forming a slim codex. generalized from a twelfth-century amatory comic poem with an old flavor. without a hard cover or binding). The adverb pamphlet for a small work (opuscule) issued by itself without covers came into Middle English ca 1387 as pamphilet or panflet. It may consist of a single sheet of paper that is printed on both sides and folded in half. from the Latin libellus. affordable tool for direct marketers. or it may consist of a few pages that are folded in half and saddle stapled at the crease to make a simple book. If your goal is simply to bring awareness to a product or service. often seen as more traditional marketing tools. Couponing and direct product promotion. Pamphilus's name was derived from Greek. make sure you decide on the style of video.3 billion videos watched in the past year. denoting a "little book". The poem was popular and widely copied and circulated on its own. Concerning Love"). meaning "friend of everyone". with marketers using video to spread their messages. a longer item is a book. In order to count as a pamphlet. make sure you know the exact target audience. Viral videos are an effective. it's being consumed—with more than 30. Will your video be animation or live-action? While animation can be visually stunning. setting up your strategy and goals is paramount. or in fourths (called a leaflet). Its modern connotations of a tract concerning a contemporary issue was a product of the heated arguments leading to the English Civil War. With that in mind. More than 24 hours worth of video content are being uploaded to YouTube every minute. Pamphlets/inserts A pamphlet is an unbound booklet (that is. written in Latin. You can't measure success based upon video views alone. can be incorporated into online videos as well. Pamphilus. So how do marketers get their messages to stand out from the vast volume of content penetrating the Web? Here are a few tips to help increase the likelihood of a successful video campaign: • Find the right strategy. in thirds.

the main value of crowd sourcing a video is being presented with a wide selection of creative options at a fraction of the cost of an agency. is managed by the company with its built-in creative community. Overall. This will provide increased production quality and a higher level of interaction with the creators. while closed crowd sourcing tends to have a quality level a step above. but often comes with a steep price tag and limited creative options. There are numerous ways you can have a video produced. A final production option is to turn to crowd sourcing. This can have positive or equally negative effects on your brand if an off-message video starts to gain traction. when and often by whom your content is seen. depending on where you plan to show the content. Mention your video in newsletters. informative or simply a traditional commercial? A funny video may not work for serious issues. and make sure you become your best brand advocate. The wonderful thing about the current state of video platforms and ad networks is that you can control where. Will your video be humorous. 14 . • Choose your production style. The final step in introducing a successful video marketing campaign is to place and promote your content so that your target market can not only view the video but share it with their community. Another option is to use professional production companies and agencies. Once again remember that success should not be measured by the views but rather by the viewers. similar to contest as the campaign. on Twitter and Facebook. Open crowd sourcing. In order to increase quality. Do you want your loyal customers to make the video for you? The “contest as the campaign” model has been a growing trend in the past two years. as well as on your site. • Prepare to launch. Closed or curated crowd sourcing filters the creative community so that only certain artists with certain specialties or skill levels will work on your project. but dealing with actors and reshoots can bring a higher level of complexity. while using the contest method will increase customer engagement. Share your video content on social media platforms if that is where your target demographic spends time. open and closed. However. while a traditional commercial may turn off viewers. Each of these decisions will affect not only how you produce the video but also what you'll be able to do with it once it is ready to be shared.a tangible product. Open crowd sourced video production quality tends to fall somewhere between a contest and an agency. Genre also is important to think about ahead of time. brands often have to invest a great amount of money and resources to incentivize and engage talented video creators. often the majority of videos are limited by amateur results. Also be aware that you will have little control over such content and where the creators may place it once the contest is over. Live action can frame your product or service with human interaction. which typically comes in two styles. make sure you understand the pros and cons of each.

and sending e-mails over the Internet. the term is usually used to refer to: • • • • sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers. Over half of Internet users check or send e-mail on a typical day. rising an estimated 15% in 2009 to £292m in the UK. Researchers estimate that United States firms alone spent US $400 million on e-mail marketing in 2006. every e-mail sent to a potential or current customer could be considered e-mail marketing. consented) to receive e-mail communications on subjects of interest to them. to encourage customer loyalty and repeat business. Advantages E-mail marketing (on the Internet) is popular with companies for several reasons: • • • • An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly. In its broadest sense.g. as of mid-2008 e-mail deliverability is still an issue for legitimate marketers. E-mail is popular with digital marketers. 15 . sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately.e. According to the report. Comparison to traditional mail There are both advantages and disadvantages to using e-mail marketing in comparison to traditional advertising mail.E-Mail E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience.. Companies considering the use of an e-mail marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM). twenty percent of the messages were rejected. and eight percent were filtered. Advertisers can reach substantial numbers of e-mail subscribers who have opted in (i. Disadvantages A report issued by the e-mail services company Return Path. adding advertisements to e-mails sent by other companies to their customers. or their Internet service provider's acceptable use policy. legitimate email servers averaged a delivery rate of 56%. E-mail marketing is often reported as second only to search marketing as the most effective online marketing tactic. network e-mail and FIDO).. However. as e-mail did and does exist outside the Internet (e. the European Privacy and Electronic Communications Regulations 2003.

the material that is e-mailed to consumers will be "anticipated".Opt-in e-mail advertising Opt-in e-mail advertising. Ideally. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. With a foundation of opted-in contact information stored in their database. or permission marketing. Opt-in e-mail marketing may evolve into a technology that uses a handshake protocol between the sender and receiver. They can also segment their promotions to specific market segments. Trade shows Trade fair Samsung stand at the CES2009 Trade Show 16 . or new products. opt-in e-mail advertisements will be more personal and relevant to the consumer than untargeted advertisements. is a method of advertising via e-mail whereby the recipient of the advertisement has consented to receive it. If opt-in e-mail advertising is used. A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions. marketers can send out promotional materials automatically—known as Drip Marketing. which makes it unlike unsolicited advertisements sent to the consumer. a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter. This method is one of several developed by marketers to eliminate the disadvantages of e-mail marketing. It is assumed that the consumer wants to receive it. In this type of advertising.

there are currently over 2500 trade shows held every year. while others can only be attended by company representatives (members of the trade. one example is the Frankfurt Book Fair. only some trade fairs are open to the public. which is trade-only for its first three days and open to the general public on its final two days. A few fairs are hybrids of the two. 17 .A trade fair (trade show. DIRECT RESPONSE FOR PRINT ADS Examples: Questions? Call 1. Usually these individuals are influential people and donors. This would actually be used if a bank has to sell a credit card for example. Banks generally use group selling technique. GROUP SELLING. They are held on a continuing basis in virtually all markets and normally attract companies from around the globe. therefore trade shows are classified as either "Public" or "Trade Only". and several online directories have been established to help organizers. study activities of rivals and examine recent market trends and opportunities. e. professionals) and members of the press. many health organisations hold seminars and sell their ideas to a group of individuals who can help the organisation to achieve the goals. It becomes easier here for the sales person because the psychographics of the people in sucha group tend to be similar. an entire group is directly targeted.PetPerks . pleaseclick here. For example.S. trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products. in the U. they would target a group within a company. and marketers identify appropriate events.Caring Associates 24 Hours A Day If you are having trouble reading this PetSmart® email. service.g. In this method. In contrast to consumer fairs.866. Also. attendees.

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*Offer valid from 7/01/10 at 12:00 am ET through 7/4/10 at 11:59 pm ET in the U. 23 . Robeez®. If you choose express or next day shipping options additional charges will apply. © 2010 Gap Inc. Not valid at Gap stores. Keds®. you can unsubscribe from our mailing list by clicking "Unsubscribe" above. 25% discount offer applies to Gap merchandise only. Currently. Offer is non-transferable and not valid for cash or cash equivalent. Stella McCartney for GapKids/babyGap. OH 43123-8605. 100 Gap Online Drive. employee discount. we do not ship or bill orders internationally. dollars only.S. Gap Outlet/Factory/Generation stores. only (including Puerto Rico) on Gap merchandise purchased online only.com or call us at 1-800-GAP-STYLE (1-800-427-7895) option 4. and shipping & handling charges. Havaianas®. Offer subject to change without notice. Medela®. Not valid on kids' backpacks.com Customer Services. $100 qualifying amount for free shipping applies to merchandise only excluding GiftCards. No adjustments on previous purchases. Please note: Prices shown are in U. applicable taxes. including Canada. only (including Puerto Rico).S. Free ship offer valid only on standard shipping to your order's first ship to address anywhere in the U. Charm It!®. If you'd rather not receive email updates from Gap. including Gap Inc. contact our customer service center via email at custserv@gap. Cannot be combined with any other offers or discounts. packaging. Grove City.S. If you have any questions about our privacy policy. Junk Food™. Design Edition Shoes. Converse®. You may also contact us by postal mail at gap.

Alexandre Vilela (Xã).Transforming the traditional Business Card in the funny and unusual object. Advertising Agency: Y&R. Brazil Creative Directors: Marco Versolato. São Paulo. Felipe Gall Art Directors: Eduardo Quadra. a little box of transporting cargo air. Eduardo Araujo Published: 2009 24 .

The Ambient Advert titled Petrol Receipt was done by DDB Germany advertising agency VW Bluemotion company (for Volkswagen) in Germany. The cashier system automatically divides the number of litres put in the tank by the average consumption of a Polo BlueMotion.12. Driving is particularly not much fun for motorists at one point in time: When they pay the bill at the filling station.262 orders for BlueMotion brochures initiated via the petrol receipt. . . Business sector is Cars. It was released in the June 2009. . Describe the results in as much detail as possible. The statement is simple: With a BlueMotion model from Volkswagen you would now drive considerably further than with your own vehicle. 25 . We make use of this regularly recurring event with a high potential for frustration into our idea to score for our message.We make use of a medium at BFT filling stations that does not cost anything and still precisely places our message in the hands of every motorist: The receipt for the petrol.237 online dealer contact enquiries.459 hits on the site. Describe the creative solution to the brief/objective.

Alex Strimbeanu Agency Producer: Eugen Alexe 26 . Romania Head of Art: Bob Toma Creative Director: Claudiu Dobrita Senior Copywriters: Oana Gheorghe.DIRECT MAILER Advertising Agency: Grey Bucharest.

Advertising Agency: Immersion Creative. Canada Creative Director: Mike Catherall Art Director: Lucas Gaudette Copywriter:Mike Catherall Photographer: Maria Hruschak Published: August 2009 27 .We turned expensive Canpages (Yellow Pages) ads into laminated envelopes and mailed them back to their owners with an offer to take them online for half the price.

Macedonia Creative Director: Filip Unkovski Art Director: Milan Stojanov Photographer: Filip Kondovski 28 .Advertising Agency: Futura2/2 . Skopje .

Lexaky Nawin Photographer: Dan T.. Plan for tomorrow.. Retoucher: Tora Studio Released: December 2008 29 .Live for today.. Party tonight!!! Advertising Agency: High Advertising Thailand Creative Director: Danuthas Thamaraksa Copywriters: Danuthas Thamaraksa Art Directors: Danuthas Thamaraksa..

Long form direct response is any television commercial longer than two minutes.com/watch?v=mgefEsslid0 http://www.youtube.youtube.com/watch?v=utZXQmlmNAU http://www.youtube. This is a form of direct response marketing.youtube. includes any television advertising that asks consumers to respond directly to the company --. Short form is any DRTV commercial that is two minutes or less in length.youtube.com/watch?v=IJTvzOliOVM&feature=related http://www. short form and long form. This was the accepted term for an 30 .com/watch?v=-Zw5bBXKP2w&feature=related Direct response television Direct Response Television.usually either by calling an 800 number or by visiting a web site.youtube.com/watch?v=SfA_L_zfqiU http://www. There are two types of direct response television.DIRECT RESPONSE FROM TV http://www. or DRTV for short.com/watch?v=iQ1DsJYHprg http://www.

and action immediately. you need to build real motivation in your customers if you want them to respond to your newspaper advertising. In the early days of DRTV. clip your ad. anywhere from 3 to as high as 15 units sold at retail depending on retail distribution. this was nearly always to purchase the product. Eliminate that pain. or laugh. this may be a bad example. Typically for every unit sold on TV. by text message. Easy. get in their car. They may also be managed by media buying agencies who specialize in direct response. etc. Direct Response Newspaper Advertising Once you get their attention. Stoke them up.infomercial from 1984 until "infomercial" came into vogue in 1988. You want them to take a financial risk. many consumers watch the advertising. and needs. So. Make them feel danger. your newspaper advertising needs to motivate your customers to respond now. All they want to do is sit in their chair and peacefully read their newspaper. A direct response ad is written to get attention. etc. Fast. 30 seconds in length. and typically have a higher price. And. media. Direct Response Television campaigns are commonly managed by specialist Direct Response or DRTV agencies with a full range of strategic. the advertising must ask the consumer to contact the advertiser directly by phone. desires. assemble and install. or cry. 2.]Now. etc. or no one will call. As DRTV has gained presence outside of its start in the United States. think about that huge mountain of inertia you must overcome with your customers to get action. Actually. Hunger. But no matter what your service or product. The most common time period available for purchase as "long form" infomercial media is 28 minutes. and timing. Heat. You need them excited. Fulfill that desire. because there is a certain built-in motivation to get someone else to clean your dirty diapers. interest. local agencies have developed in many countries. Gets attention through design.You need to make your customers squirm. these agencies purchase remnant air time from media outlets such as broadcast stations and cable networks. creative. Stimulates interest by touching on human emotions. or wince. and then tell them how to get what they want. A Direct Response Advertisement: 1. In either case. desire. but choose to purchase at retail without ever contacting the company. a wide range of consumer actions have become used. and you create professional advertisements using professional marketing techniques. 31 . A relatively small amount or media time may be purchased in lengths less than 30 minutes but more than 2 minutes. How are you going to get them to respond? You use direct response newspaper advertising. Free. Quench that thirst. ad size. and ready. Think of it this way: Where will that newspaper be in 24 hours? [In the recycle bin. carry them home. buy your products. or via the web. To qualify for the special media rates offered DRTV commercials. Fear. can your diaper delivery service do this?You'd better. deal with your staff. Over time. production. Sex. Desire. placement. Long form is used for products that need to educate the consumer and create awareness. exhilarated. and campaign services. Five minute is the most commonly available time of these lengths. drive to your store.

I just want to put my name out there. problems. Your newspaper advertising must be classy and professional. Use it. it must show a return on your investment. They allow the integration of the online catalog with the seller's order database and this translates into an additional sales channel. Because the seller does not need to manage a 32 .3. Gets action by making the solution highly desirable yet affordable and easy. Unlike a self-serve retail store. This new trend is intended for consumers to shop on line and enjoy several discounts and some other advantages. These catalogs allow for more flexibility as they can be changed. This system requires adding a search engine friendly shopping cart system to the website and some kind of customer service might be necessary in the form of e-mail or live chat for instance. customers select the products from printed catalogues in the store and filled out an order form. where a clerk retrieves the items from the warehouse area to a payment and checkout station. but it also must get attention. a lawyer. discounts. then your newspaper advertising costs will be exponentially high [$10 x $10 x $10…]. Online catalogs make it easier to find new clients on line without spending on more printing materials. create desire. 4. CATALOGUES Sales Catalogues A catalogue merchant is a form of retailing. tools. Some companies also invest on a toll-free number so their clients use this channel to place their orders. The typical merchant sells a wide variety of household and personal products. corrected. And ultimately. The order is brought to the sales counter. and more. an investment is also necessary to make online catalogs work successfully. with many emphasizing jewellery. Online catalogs have several advantages for both the seller and the buyer. The online buyer also benefits from online catalogs. or any professional. and updated more easily. That is what professional direct response ads are designed to do. This is professional newspaper advertising. Online catalogues Nowadays. even though sales can increase. However. and ask for action. and you are thinking: “I want to be very professional in my newspaper advertising. Creates desire by offering solutions [benefits] to emotions. A Warning For Professionals: If you are a doctor. companies are turning their print catalogs to sell their products into online catalogs. an accountant. spark interest. most of the items are not displayed. This system usually offers good prices because the seller does not invest on large buildings or apparels and these savings are reflected in better prices for the consumer. A catalog supply website includes prices. shipping options. or needs. I don’t want to sell”. different methods of payment.

people using them do not litter. Buyers do not need to spend time or fuel to drive to one store and another looking for the products they need. and also for people who already spend time and fuel driving from their works to their homes. One convenient aspect is that once one chooses what to shop and where to shop it. therefore. Another benefit is the convenience to buy from home. they can offer an ample selection of products that cannot be offered by retail stores. Another advantage of these catalogs is that they are paperless. Buyers have to be careful because at times shipping costs may end up increasing the costs of the products and reverting the original better price it seemed to offer. There are also some disadvantages when this system especially with the shipping costs. impaired people. Online catalogs can be enjoyed immediately as opposed to physical catalogs that one has to wait until they are mailed. ****THE END**** 33 . For those people who still prefer a printed catalog. one can go immediately to the specific website and buy the article without wasting time trying to look for a specific item throughout the web. many sites offer the possibility to send a hard copy catalog as well.physical inventory. Online catalogs also allow the buyer to compare prices and choose the articles that are more convenient for them any time and to place orders during the day or night. This is an advantage for elderly people.