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Department of Marketing
Integrated Marketing Communication MAR23
Lecture Week 9 Measuring the Effectiveness of the IMC program and Direct Marketing
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Link to some basic website development costs http://www.avip.com.au/WebDesign/costs.htm
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To apply some guidelines used in measuring IMC effectiveness. 4 Department of Marketing . To outline the benefits and limitations of evaluation. To compare and contrast industry-developed criteria for evaluating IMC effectiveness against alternative methods. measuring the effectiveness of marketing communications.Learning Objectives students should be able to: To discuss the importance of. and reasons for.
This includes generating feedback on brand strategies and the different brand messages and campaigns that are used. 70% mkt execs did not know what return they were getting 5 Department of Marketing .Evaluation and Measurement of Brand Messages Questions markets frequently ask Did our MC spending help generate more sales and profits? Was our MC budget spent in the most effective way? Ways to obtain answers: To measure and evaluate brand messages and customer interactions.
Provide feedback that can be used to examine why MC efforts worked or did not work → provide important opportunities for corporate learning.Benefits of Measurable Objectives Enable companies to quantify the effectiveness of MC efforts and to assess whether their MC budget has been spent wisely. Help determine the difference between reality and MC expectations. 6 Department of Marketing . Increase corporate accountability.
After the completion of a campaign.e. Why not? Cost!!! 7 Department of Marketing . Determine how successful the MC campaign was at providing a return on investment. Determine the extent to which MC programs have met their specified objectives. identify the changes in behaviour / attitudes created by an offer / promotion / campaign / company response / other types of brand messages). Provide direction. Reduce risk. The objectives are to: Predict / determine results (i. BUT not all MC messages will be evaluated or measured.Objectives of MC Evaluations & Measurement MC evaluation and measurement can be undertaken at different stages: During the development of the brand-message strategies.
Reasons For and Against Measuring Effectiveness For Avoid costly mistakes Avoid costly mistakes Evaluate alternative Evaluate alternative strategies strategies Increase efficiency of IMC Increase efficiency of IMC Determine if objectives are Determine if objectives are achieved achieved 8 Against Cost of measurement Cost of measurement Research problems Research problems Disagreement on what to Disagreement on what to test test Objections from creative Objections from creative personnel personnel Time Time Department of Marketing .
A lot of money / resources/ staff time are involved.Typical Circumstances when Measurement & Evaluation Occur Company has a large/ sizeable media budget. 9 Department of Marketing . Option: Rigorously test the selling concepts / creative strategies used as the basis of MC campaigns → apply general concept and not test individual messages . Company could suffer financially if the media messages fail to achieve the MC objectives. In these circumstances. the cost of measurement and evaluation is typically warranted.
10 2009 McGraw-Hill Aust Pty Lty Department of Marketing .Measuring the Effectiveness of a Behaviour Change Campaign – The Transport Accident Commission’s Road Safety Campaign.
An Overview: Measuring Advertising Effectiveness What to test What to test • Source factors. ROI Department of Marketing . field. sale Where to test Where to test • Laboratory tests (lack • Laboratory tests (lack of realism. view) real. • Pretesting: concept. view) How to test How to test • Testing guidelines • Testing guidelines • Appropriate tests • Appropriate tests 11 When to test When to test • Pretesting: concept. focus group lab. field. not at home) Telstra home) Telstra • Field tests (at home • Field tests (at home real. ROI road toll.class • Media strategies. tiger • Source factors. tiger woods Nike woods Nike • Message variables • Message variables • Media strategies. focus group • Post testing TAC input • Post testing TAC input road toll. distractions. not at of realism. sale • Budget decisions. distractions.class • Budget decisions. lab.
Pre-testing Methods Laboratory Consumer Juries Portfolio Tests Physiological Measures Theater Tests Rough Tests Concept Tests Readability Tests Comprehension and Reaction Tests Department of Marketing Field Dummy Ad Vehicles On-air Tests 12 .
Post-testing Methods Recall Tests Recall Tests Tracking Tracking Studies Studies Association Association Measures Measures Methods Methods Recognition Recognition Tests Tests Inquiry Tests Inquiry Tests 13 Department of Marketing SingleSingleSource Source Systems Systems .
and sponsorship of the NASCAR auto racing. circular catalogs. Lowe’s (an American home improvement centre. 14 Department of Marketing . sponsored a NASCAR. Lowe’s used field experiments to determine the effectiveness of its various forms of advertising: TV spots.Post-testing the Value of a Sponsorship 2009 McGraw-Hill Aust Pty Lty Slide Belch & Belch USA 2009 Companies such as Lowe’s use field testing to determine the impact of their IMC programs. In this instance. Newspaper ads.
Positioning Advertising Copy Test (PACT) PACT defines copy testing as research ‘which is undertaken when a decision is to be made about whether advertising should run in the marketplace. Require alternative executions to have same degree of finish 7. Require agreement on how results will be used 3. Consider multiple versus single exposure to the stimulus 6. Provide measurements relevant to objectives of advertising 2. Be based on a model of human response to communications 5. Provide multiple measures 4. Take into account basic considerations of sample definition 9. Whether this stage utilises a single test or a combination of tests. Provide controls to avoid biasing effects of exposure context 8. Demonstrate reliability and validity 15 Department of Marketing . its purpose is to aid in the judgment of specific advertising executions’ 1.
positioning statements/ copy/ headlines/ illustrations/ the campaign (e.) 2.Market testing (post-testing): There are a variety of techniques that can be used to evaluate a message after it has been implemented. can be used to evaluate a message after it has been implemented. It allows for changes to be made based on feedback. bring to full completion (e.g.Rough Testing: test how the concept is being portrayed at a fairly early stage in development.Concept Testing: undertaken very early during the development of the campaign (e. advergames). Important when designs are very costly to early stage in development. 16 Department of Marketing .g.g. 3.Concept Testing: undertaken very early during the development of 1. positioning statements/ copy/ headlines/ illustrations/ typeface/ colours/ package designs etc.Overview of Various Testing Mechanisms Overview of Various Testing Mechanisms 1.Finished art or commercial pretesting: testing of finished ad/sales promotion/ direct marketing piece.Rough Testing: test how the concept is being portrayed at a fairly 2. It allows for changes to be made promotion/ direct marketing piece.g.Market testing (post-testing): There are a variety of techniques that 4. advergames). 4.) typeface/ colours/ package designs etc.Finished art or commercial pretesting: testing of finished ad/sales 3. based on feedback. Important when designs are very costly to bring to full completion (e.
or symbols Alternatives are exposed to consumers who match the target audience Method Method Reactions & evaluations sought through focus groups.Concept Testing (pre-test) Objective Objective Explores consumers’ responses to ad concepts expressed in words. etc. pictures. Sample sizes depend on the number of concepts and the consensus of responses Output Output 17 Qualitative and/or quantitative data evaluating and comparing alternative concepts Department of Marketing . direct questioning. surveys.
Live-action rough: employs live motion. limited props and opticals. movement. Animatic rough: includes a succession of drawings/cartoons. still frames and simulated movement. nonunion crews. etc. 18 Department of Marketing . still frames and simulated movement. limited props and opticals. stand-in talent often with nonunion crews. stand-in talent often with Live-action rough: employs live motion. etc. with still frames and simulated movement. rendered artwork. rendered artwork. Photomatic rough: successions of photographs often showing Photomatic rough: successions of photographs often showing real people/scenery. and location settings. with still frames and simulated real people/scenery. and location settings.Terminology Associated with ‘Rough Testing’ Animatic rough: includes a succession of drawings/cartoons.
and Commercial Testing (pre-test) Comprehension and Reaction Tests personal interview. Copy. group interview.Rough Art. no one std procedure Consumer Juries: consumers representative of the target market. 50-200. rank Adv according to preferences. Advantages Control Cost effectiveness Endorsements by independent third parties Achievement of credibility 19 Disadvantages Consumer may become a self-appointed expert Number of ads that can be evaluated is limited A halo effect is possible Preference for ad types may overshadow objectivity Department of Marketing . focus grp.
formula. Other factors considered including human Other factors considered including human interest appeal etc. Distributed to random sample of homes Distributed to random sample of homes Product interest may still bias results Product interest may still bias results Department of Marketing Dummy Dummy advertising advertising vehicles vehicles 20 .Pretesting Finished Print Ads A laboratory method A laboratory method Portfolio Portfolio tests tests Includes test and control ads Includes test and control ads Portfolio tests have problems Portfolio tests have problems Readability Readability tests tests Based on syllables per 100 words Flesch Based on syllables per 100 words Flesch formula. interest appeal etc.
eye tracking. brain waves. skin response. 21 Department of Marketing . . .Pretesting Finished Broadcast Ads Theater Tests On-Air Tests Measures changes in product preferences May also measure . Interest in and reaction to the commercial Reaction from an adjective checklist Recall of various aspects included Interest in the brand presented Continuous reactions Insertion in TV programs in specific markets Limitations are imposed by “day-after recall” uses recall as primary measure of effectiveness Physiological Measures (are used less often) pupil dilation.
2005. p. 22 Department of Marketing .Scanner Market Tests Scanner market test: “a tracking of a household’s purchases” (Duncan. Panel of household members are recruited and given a buyer identification card (like frequent-buyer card) and divided into test and control groups. 714). Extent of promotional impact is measured as the difference in purchases between control and test groups. Newspaper ads and commercials are specially designed to be received by the test households → marketers need to formulate agreements with newspapers and cable TV channels.
Results need to be compared to norms!! 23 Department of Marketing . of critiquing a TV program. p. Pre-viewing questionnaire: preferences for specific brand categories + demographics. 2005. they are told. Difference in pre and post preference scores = measure of persuasion. Post-viewing questionnaire: asked about program and any commercials they remember (recall) + asked to indicate brand preferences. 713). but actually for the purpose of evaluating their response to a brand message” (Duncan.Theatre Tests Theatre tests: “people are invited to a location for the purpose.
However. It is argued that these measures theoretically eliminating biases associated with voluntary measures. Galvanic skin response Pupil dilation measure Eye-tracking instrument Measurement of brain waves (EEG) 24 Department of Marketing . they are not commonly used because of cost and problems interpreting the data. If consumers are not willing or able to express their emotional feelings then sometimes it is feasible to measure their physiological responses.Measuring Physiological Responses Emotional feelings can influence physiological responses.
Recall tests: Designed to test consumer recall of ads. Consumers may lack the time. interest to pursue ad content. Inquiry tests: measure effectiveness on the basis of inquiries generated from ads/IMC material appearing in various print media (e. Can include evaluation of successive runs/ split-run tests / comparison across media. (e. 25 Department of Marketing . Weaknesses: inquiries may not be a true measure of the capacity of an ad’s attention-grabbing ability or its ability to provide information etc. number of coupons returned/ phone calls generated).95 for newspapers and magazines respectively).Market Testing Print Ads Tracking Studies: Tracking the effects of the ad campaign by taking measurements at regular intervals. need.g. Research suggests the presence of a very strong correlation between recall and recognition (r=0.96 and 0. Likeability and interest in ads can increase both recall and recognition. Ipsos ASI Next*Print test or the Gallup & Robinson Magazine Impact Research Service (MIRS).g.
Example of Recall Tests: Gallup & Robinson Magazine Impact Research Service (MIRS) Objective: Tracking recall of advertising (and client’s ads) appearing in magazines to assess performance and effectiveness. Method: Test magazines are placed in participant’s homes and respondents are asked to read the magazine that day. A telephone interview is conducted the second day to assess recall of ads, recall of copy prints, and consumer’s impressions of the ads. Sample size = 150. Output: Three measurement scores: 1. Proven name registration - % respondents who can accurately recall the ad 2. Idea communication – number of sales points the respondents can recall 3. Favourable buying attitude – the extent of favourable 26 purchase reaction to the brand / corporation. Department of Marketing
Student Question: How could IKEA evaluate this magazine ad?
http://commercialDepartment of Marketing
Market Testing Print Ads (cont.)
Recognition tests: a commonly used post-test method to assess the impact of an ad in print medium. Starch Ad Readership Report Note the use of established norms and the benefits to reliability and validity when multiple insertions are evaluated. The Starch method is one of the more commonly employed posttest measures of print ads. It uses three measures including: Noted score - the percentage of readers who remember seeing the ad Seen-associated score - the percentage who remember seeing or reading any part of the ad identifying the product or brand Read most score - the percentage of readers who report reading at least half of the copy portion of the ad. Starch measures have been used in the magazine industry for many years, and have become one of most commonly employed measures of advertising effectiveness.
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com/Acp3Images/edDesk/0b531cdd-eaf7-4 29 Department of Marketing .itechne.Example of the Starch Method http://edsites2.
Market Testing Broadcast Commercials Day-after recall Day-after recall tests tests Persuasive Persuasive measures measures Tracking studies Tracking studies Single-source Single-source tracking* tracking* Testing Testing Diagnostics Diagnostics Comprehensive Comprehensive measures* measures* Test marketing* Test marketing* 30 12-30 Department of Marketing .
Pre-recruiting a sample may influence their attention levels. 31 Department of Marketing . small samples. persuasion measures. Weaknesses: high costs. and diagnostics. security of ad as it may be seen by competitors. Other limitations include: Some argue that the method may favour unemotional appeals because respondents need to verbalise the message. Program content mat influence recall.Common Post-tests for Broadcast Commercials The most common posttesting methods for broadcast commercials include a combination of: day-after recall tests. Day-after recall (DAR) tests: % of surveyed viewers who can remember seeing a particular ad.
Ask the respondent to select a brand that they would like to win in a draw. 3. 2. Ask the question again. Diagnostics: designed to determine: viewers’ evaluations of the ads how clearly the creative idea is understood how well the proposition is communicated. Show the commercial.Post-tests for Broadcast Commercials Persuasive measures: 1. Can also include measures of purchase intent and frequencyof-purchase criteria. Rational and emotional reactions are also examined. 32 Department of Marketing .
Advantages: can be tailored to each specific campaign/situation. mall intercepts. Time periods are usually quarterly or biannually. and attitudes towards the ad as well as purchase intentions. Can be used to evaluate differential impact of different budget sizes. Department of Marketing 33 . Methodology: Sample size typically range from 250-500 per time period.Tracking Studies (print & broadcast) Tracking studies used to measure: awareness. interest. and various IMC tools not just advertising. phone surveys. Offer a high degree of reliability and validity IF they are designed well. the effects of different media schedules. mail surveys. Provide invaluable date for assessing current programs and planning for the future. Techniques used: personal interviews. recall.
6. Continuous interviewing (not seasonal). 34 Properly defined objectives must be set. The design of the measures must consider: sample size.? Bias + ? questions about were ads were seen/heard. 9. Department of Marketing . Measure competitor’s performance. Report data in terms of relationships not as isolated facts. time between tracking periods. Critically evaluate questions asked . Across tracking periods there must be consistency of the sampling plan → replication is important. Include time points of key marketplace events so that the impact of these can be more easily seen. 5. 4. 3. 7. and utilisation of random sampling techniques. 2. 10.Tracking Studies: Critical Factors to Consider 1. Evaluate measures related to behaviour. Alignment with sales objectives. protocols to ensure consistency across interviews. 8.
Summary of the Essentials of Effective Testing Use a consumer Use a consumer response model response model Establish Establish communications communications objectives objectives Testing Testing Use pretests and Use pretests and posttests posttests 35 Understand and Understand and implement implement proper research proper research Use multiple Use multiple measures measures Department of Marketing .
Measuring Effectiveness of Other Programs Sales Sales promotions promotions Shopping cart signage Shopping cart signage NonNontraditional traditional media media Ski resort-based media Ski resort-based media In-store radio and television In-store radio and television Other media Other media SponsorSponsorships ships 36 Exposure methods Exposure methods Tracking measures Tracking measures Department of Marketing .
Measuring the Effectiveness of the IMC Program Process Process measures measures Alternative IMC measures The audit The audit Synergy Synergy •• Media interactions Media interactions •• Interactions between Interactions between communications mix elements communications mix elements ROI ROI 37 2009 McGraw-Hill Aust Pty Lty •• Return on brand Investment Return on brand Investment •• Return on touchpoint investment Return on touchpoint investment Department of Marketing .
38 Department of Marketing . To outline some of the advantages and disadvantages of direct marketing communication.Direct Marketing Learning Objectives . IMC program. To discuss the role of direct marketing in relation to an To outline the link between databases and direct marketing communication. you should be able … To describe the development and reasons for growth of direct marketing communication.
464). 464). a purchase or even a vote” (p. segmentation. This response may take the form of an inquiry. It has also been defined as “a database-driven process of directly It has also been defined as “a database-driven process of directly Direct Marketing Defined communicating with targeted customers or prospects using any medium to communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels”. Direct-response media: the media used to implement the communication process. The term ‘direct marketing” encompasses: marketing research. Radio Radio TV selling TV selling Direct mail Direct mail Telemarketing Telemarketing Direct selling Direct selling Magazine & newspaper Magazine & newspaper 39 Department of Marketing . obtain a measurable response or transaction via one or multiple channels”. evaluation. evaluation. may take the form of an inquiry. This response with target customers to generate a response or transaction.“Direct marketing is a system by which organisations communicate directly “Direct marketing is a system by which organisations communicate directly with target customers to generate a response or transaction. The term ‘direct marketing” encompasses: marketing research. segmentation. a purchase or even a vote” (p.
40 Department of Marketing 2009 McGraw-Hill Aust Pty Lty A .
g. Uses intrusive media (e. Advent of direct-marketing syndicates (e. sweepstakes etc). (e. Social changes (e. statement inserts. Increased use of consumer credit cards → easier to complete transactions over the phone/internet. many consumers are time poor → direct response saves time and is easier).g. WHY is it growing so fast? Technological advances → easier and less costly to interact with customers. specialise in list development.g. 41 Department of Marketing . Internet access + Toll-free numbers → easier to contact an organisation.g. telemarketing / spam) → can create negative perceptions BUT it is one of the fastest-growing MC functions. customer databases + computer technology enable strategic tailoring of direct-response programs to different users).Interactive Nature of Direct Marketing Increase interactivity → increase persuasiveness.
. Advertising Advertising Internet Internet Public relations Public relations Direct marketing Direct marketing Support media Support media Sales promotion Sales promotion 42 Personal selling Personal selling Department of Marketing .Direct marketing combines with . .
Myer Direct Marketing 43 2009 McGraw-Hill Aust Pty Lty Department of Marketing .
test-drives. personalise offers). votes. Most direct-marketing programs are designed to generate a transaction. actual sales.g. Retain and grow current customers (e. 44 Department of Marketing . move prospects through the decision-making process → motivate trials / sampling / visiting showrooms).g.Objectives of Direct Marketing Usually aimed at obtaining some sort of direct response from consumers/prospects → the objectives for direct marketing programs are typically behaviours or conative outcomes. Fits well with the growing move towards greater accountability within companies. If assessment is done well the company can compute the profitability of each customer. requests for more information. e. Generate new sales (e. The effectiveness can be accurately measured.. contributions….g. Objectives are usually defined as the number of responses (as a %) of all those who were sent the offer.
g. unite behind a cause to bring about some good for an individual or community). 45 Department of Marketing . Lead qualification: provides a means of screening prospects to ensure they are worth spending more money on to generate a sale. offer a premium if they provide certain types of information – wants / needs/ lifestyles / attitudes / beliefs – related to a specific product category). Strengthen brand relationships: provides a means to gather customerprofile data (e. Cross-selling other products – current customers have strong potential for purchasing related products Other objectives include: build image + maintain customer satisfaction.g. Promote social action: used as a means of eliciting support (e. to inform/educate customers in an attempt to lead to future actions.Objectives of Direct Marketing Produce leads: provides inexpensive way to send messages that enable potential customers to show their interest in a particular brand product.
Direct Marketing Processes Research Segmentation Message creation Selection of media vehicles to deliver message Response Process Transaction Distribution Fulfilment Follow-up Updating of customer database 46 Department of Marketing .
g.g Standard and Poors. Associations e. Google Retail transaction Retail transaction histories histories Bureax of Bureax of statistics e. Direct Marketing Aust. Roy Morgan Research Morgan Research Online search Online search behaviours e.g. Department of Marketing .g. Postal services e.Developing a Database: Sources of Information List rental services List rental services Syndicated Syndicated research e. Sensis behaviours e.g. ABS Sources Sources their own credit cards their own credit cards and credit departments and credit departments e. Credit bureaux – have Credit bureaux – have Postal services e. Australia Post Australia Post 47 Aust. Sensis media.g Standard and Poors.g. Google media.g.g. ABS statistics e. e. Roy research e.g. Direct Marketing Association Association Direct marketing Direct marketing Associations e.g.g.
A Comprehensive Consumer Database Name Address/ postcode Telephone number Length of residence Age 48 2009 McGraw-Hill Aust Pty Lty Gender Marital status Family data Education Occupation Transaction history Promotion history Inquiring history Unique identifier Department of Marketing Income .
and monetary transactions between the company and the customer. Marketers also want to know how recently people have purchased and how much money they spent. frequency. 49 Department of Marketing Monetary Monetary transactions transactions .Effective Databases RFM Scoring RFM Scoring Recency Recency Frequency Frequency RFM stands for the recency. The goal is to have data that is recent. Analysis of this information can identify trends and buying patterns that will help in the establishment of better relationships and meeting consumer needs.
A Direct Response Print Ad 50 Department of Marketing 2009 McGraw-Hill Aust Pty Lty Slide Belch & Belch USA 2009 .
Direct Marketing Media Direct mail Direct mail Telemarketing Telemarketing and SMS and SMS Catalogues Catalogues Broadcast Broadcast media media Electronic Electronic teleshopping teleshopping Infomercials Infomercials Department of Marketing Media Media Print media Print media Homeshopping Homeshopping 51 .
Porsche Targets Prospects with Direct Mail 52 2009 McGraw-Hill Aust Pty Lty Belch & Belch USA 2009 Department of Marketing .
Seasonal Catalogues 53 2009 McGraw-Hill Aust Pty Lty Department of Marketing .
Unwrapped Catalogue 54 2009 McGraw-Hill Aust Pty Lty Department of Marketing .
Ezibuy Catalogue 55 2009 McGraw-Hill Aust Pty Lty Department of Marketing .
or a fixed-cost 900 number. subscription. 56 Inbound Inbound Marketers facilitate and invite prospects to call a central location via a long distance number. by a toll-free 800 number. or participation by the call recipient. Department of Marketing . membership.Telemarketing and SMS Outbound Outbound Telephone calling by the marketer or marketer’s agent to individual prospects. seeking purchase.
donotcall.au/consumerfaq. these calls are subject to the industry standard for telemarketing and research calls”. 2008 Department of Marketing . However.au/ 57 “Exempt organisations include: charities or charitable institutions educational institutions religious organisations government bodies registered political parties independent members of parliament political candidates. Market and social researchers will still be permitted to call when conducting opinion polling and standard questionnaire-based research.gov.cfm#exempt Accessed Sept 15th . https://www.gov.Australian ‘Do Not Call Register’ https://www.donotcall.
Direct Marketing Strategies One-step One-step •• The medium is used to obtain The medium is used to obtain an order an order •• Goal is to generate an Goal is to generate an immediate sale immediate sale Examples: Examples: •• Reply paid coupons Reply paid coupons •• 1-800 numbers 1-800 numbers 58 Two-step Two-step •• The medium is used for The medium is used for inquiry and to qualify inquiry and to qualify prospects prospects •• Follow up with a second Follow up with a second medium to complete the medium to complete the sale sale •• Also known as permission Also known as permission marketing marketing Department of Marketing .
Nutrimetics. Nonrepetitive person-to-person: salesperson visits buyers home.g.g. other location to sell frequently purchased items (e. Tupperware. Amway). Mary Kay) 59 2009 McGraw-Hill Aust Pty Lty Department of Marketing .Forms of Direct Selling Repetitive person-to-person: salesperson visits buyers home.g. insurance) Party Plans: a salesperson offers products or Services to groups of people through home or Office parties and demonstrations (e. job. job. other location to sell infrequently purchased items (e.
60 Department of Marketing . Background: Holden wanted to maximise returns from a database with varying loyalty by encouraging card holders to redeem their rebates towards a new Holden. This information was used to determine the best offer and target audience. Strategy: Strategic analysis identified a number of factors that would assist in triggering a new vehicle purchase: • value and type of offer • time as a Holden Cardholder • amount of rebate value accumulated on card.Case Example of Personalised Direct Mail Holden: Used direct mail as part of its loyalty campaign. receiving a direct marketing award in late 2007.
So. mailers and sampling activities were needed to prove to consumers that Breeze Excel actually delivered on its promise. the recipients could use the enclosed sample to get their free gift to look clean again.Thailand T-Shirt Direct Mail Objective: Consumers were sceptical about our claim of “Confidence to remove stains in 1 wash”. Reinforces the product promise that one wash would remove the stains. Solution: A t-shirt wrapped box that contained a product sample was mailed to select women’s social groups across Thailand (including rural areas that are typically hard to reach with TV and press). 61 Department of Marketing . So…. The recipients found the box wrapped in the gift which had become dirty in the mail out.
http://commercial-archive.com/node/14 62 Department of Marketing .
Direct marketing advantages and disadvantages Advantages Selective reach Selective reach Segmentation capability Segmentation capability Frequency potential Frequency potential Flexibility Flexibility Timing Timing Personalisation Personalisation Economy Economy 63 Disadvantages Image factors Image factors Accuracy Accuracy Content support Content support Measurement of effectiveness Measurement of effectiveness Department of Marketing .
64 Department of Marketing .Concerns Raised by Direct Marketing Intrusiveness Protection of Privacy Prospect / Customer Knowledge of information: Collected How it will be used How it will be stored who will have access to the information How they can withdraw their name / information and how easily this can be done.
Discussion Forum Question: Think About It Ethics & Issues Have you ever been irritated by an organisation having information about you or your family? Question What tactics could the company have used to help you feel less irritated? 66 Department of Marketing .
Evaluating Direct Marketing Effectiveness Measures Measures Non-behavioural Non-behavioural objective objective Traditional measures Traditional measures •• Brand awareness Brand awareness •• Brand attitude Brand attitude •• Other measures of Other measures of brand health brand health 67 Department of Marketing Behavioural objective Behavioural objective DM specific measures DM specific measures •• Cost per order (CPO) Cost per order (CPO) .
com/node/145495 68 Department of Marketing .Case Study of the Week Direct Marketing Campaign for a financial institution http://commercial-archive.
live cargo – and our need to get it in front of the CFO's. this allowed us to avoid the gatekeeper who could have reacted in any number of ways. Additionally. Within weeks. CEO's and owners of our target companies – all pieces were delivered via courier. 401(k) Squared had secured a $10M account and was in discussions with a number of large companies to manage their 401(k) accounts. 69 Department of Marketing .Considering our precious. ranging in size from $500k to $20M. Always nice setting the fish on the hook.
it won't thrive either.Headline (outside): If someone's not watching over your 401k. 70 Department of Marketing . breathing investment that requires constant attention and management to flourish. Subhead (inside): A 401k plan is a living.
You'll work directly with the managing partner at 401k2 who will take the time and care to make a targeted plan and to keep it that way. Because we're an independent advisor. we're able to offer and recommend the products that are ideal for your specific business and situation .Copy (inside): When your 401k plan is bundled with other investments through an insurance provider or paycheck service. We live and breathe this stuff 71 Department of Marketing . 401k2. you simply don't get that kind of personal service. one-size-fits-all solution. 401k2 specializes in managing 401k plans full-time.not a prepackaged. designing programs to maximize returns for the business owner. Call us and we'll explain more today.
72 Department of Marketing .
Summary and Conclusions 73 Research to measure the effectiveness is important to the IMC program. Problems exist with current research methodologies. high level of message personalisation as well as excellent cost efficiency Department of Marketing . As advertisers continue to search for more cost efficient means of reaching markets. direct marketing and the internet continue to grow Advantages of direct marketing include the ability to tightly segment. Not enough companies systematically test their programs. A variety of research methods – including pretesting and posttesting – were outlined It is important that effectiveness measures are linked to campaign objectives.
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