Management and Organizational Studies 3322F/G Study Guide - Final Guide: Signify, Clinique, Small Power
2 May 2014
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Document Summary
Celebrities bring their meanings in to the ad and transfer them to the product they are endorsing. Decide on the image or symbolic meanings important to the target audience for the particular product. Design the ad that captures the meaning in the product and moves it to the consumer. A marketing system for developing products, sending messages directly to customers (b2c and b2b), and accepting orders through a variety of media and then distributing the purchase directly to customers. Mass marketing is being combined with micromarketing techniques. Direct mail alone accounts for 9. 4% of net advertising revenues. Direct mail is the fourth most utilized advertising medium after television, the internet and newspapers. Ability to nurture relationships at a personal level. It"s the list that makes or breaks the campaign. Quality information is the backbone of a direct response strategy. A good system collects and maintains relevant customer information (data warehouse) History of customer interactions (e. g. , inquiries, complaints, returns)
