Key Point 1: Strengths and Components of Direct Marketing
- Define direct marketing.
- Why do we say that direct marketing is a "microcosm" of the entire marketing process?
- What are the main strengths of direct marketing? The main limitations?
- What role do databases play in a direct-marketing program?
- Explain the role of the primary components of direct marketing.
- What are front-end and back-end operations? Give examples of each.
- What media are used in direct marketing?
- How does an infomercial differ from a traditional TV commercial? What are the elements that make an infomercials effective?
- Very few people will watch a 30-minute infomercial for the full time. Why is this type of direct-marketing message successful?
- Explain the strengths and limitations of direct mail.
- How does the cost of mail compare to the cost of other mass media forms? How could you justify using mail?
- How important is mail as a marketing communication medium?
- If you were a list manager for a national retail chain, what would be your duties?
- How important is the phone as a marketing communication medium?
- Compare and contrast outbound and inbound calls in a marketing communication program.
- What are the key strengths and limitations of telemarketing?
- Why can a direct-marketing message be evaluated more accurately than can a typical TV commercial or publicity release?
- What elements of a direct-marketing offer can be tested?
- When in the planning and executing of a marketing plan should direct-marketing offers be tested?
- What is spam? Why is it a problem?
- Why is protecting customers' privacy an important component of direct marketing? What are companies doing to address the privacy problem?