ADV 3008 Chapter Notes - Chapter 18: Interactive One, Database Marketing, Loyalty Program

• School: University of Florida
• Department: Advertising
• Course: ADV 3008
• Professor: Michael Fredrick Weigold

Document Summary

Pool of data on current and prospective customers and communicate with them: direct marketing. Measurable response: direct-response or action advertising. Response can be at any location: the role of direct marketing in imc. The evolution of direct marketing: oldest marketing method, telecommunications and computer technology, foreign markets have other laws/regulations, challenging. The impact of databases on direct marketing: customer lifetime value (ltv, loyalty program and retention program. Gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in the database. Manipulate, analyze, and rank the information: rfm formula. Recency, frequency, and monetary: three types of data available for purchase. Demographics, lifestyle, and behavioristic: direct response is more private. Drawbacks to direct marketing: bad reputation, clutter, privacy, types of direct marketing activities. Direct-response advertising: direct mail: the addressable medium. Monday, november 12, 2018: types of direct mail. Postcards: announce sales, discounts, generate customer tra c. Business reply mail: recipient can respond for free.