3-***
Public Relations
 Pick a PR triumph or disaster (not a case from your
book--JetBlue):







Toyota (recent)
Coke Europe (1999)
Dominos (recent)
Tylenol (1982)
Carnival (recent)
BP (recent)
Cadbury Europe (2006)
Assignment
 Describe the issues and what they did or should have
done based on your understanding of the goals of PR
in the chapter.
 Grade is based on how you apply what you read
 Classic 5-paragraph essay—2page
 Due by end of class time next Thursday.
Quiz Results
Statistics
•Range: 70% - 110%
•Mean: 93.8%
•Median: 90%
•Mode: 90%
3-***
Grade Distribution Quiz #3
Grade Distribution Quiz #3
35
30
25
20
15
10
5
0
70-79
80-89
90-99
100-110
11-83-***
Advertising Principles
and Practices
Direct-Response
Marketing
15-
Who am I?
15-
Hand Out
15-
15-
What is direct marketing?
 Connecting sellers and customers to deal with
each other directly rather than using an
intermediary, like a wholesaler or retailer.
 Designed to elicit an immediate response.
 Emphasis on tested methods and an iterative
process to develop strategy.
 Database, database, database!
15-
Advertising and DR
 Art vs. Science
 Soft measures vs. hard measures
 Stickiness vs. awareness building (hand out #2)
 Now starting to blend, esp with growth of digital.
15-
Who am I?
3-***
The Gecko Goes Direct
• Gecko, Caveman, celebrity
testimonials
• Their share of premiums
grew from 4.6–6.9% from
2001 to 2006.
Visit the
Site
15-3
Case Study
 Meredith Corporation
15-
Direct Marketing Industry
15-5
Advantages of Direct Marketing
 Can be personalized to be
more persuasive.
 Results are measurable; ROI
is more easily known.
 Relevant customer
information can be collected
to produce more useful
databases and selective
reach, reducing waste.
 Convenient to purchase; not
restricted to a location.
 The marketer controls
product until delivery.
15-
Disadvantages of Direct
Marketing
 Consumers are reluctant
to purchase a product
they can’t touch or feel.
 Annoyances associated
with direct marketing
(junk mail,
telemarketers).
 Customer privacy, data
sharing, and identity
theft issues.
 Tension between
building long-term brand
image and driving shortterm sales.
15-
Steps in the
Direct Marketing Process
1. Setting objectives and making strategic
decisions (research helps advertisers target,
segment, prospect, and set objectives).
2. The communication of an offer (the message)
by the seller through the appropriate medium.
3.
Response, or customer ordering.
4.
Fulfillment, or filling orders and handling
exchanges and returns.
5. Maintenance of the company’s database and
customer service (relationship building).
15-
The DirectMarketing
Process
Prentice Hall, © 2009
15-10