TUTORIAL 6:
Designing & Employing Print Media (Week 7)
CLASS ACTIVITIES:
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Revise Topic 6

Tutorial questions

Case Discussion Questions
Learning outcome

Be able to distinguish among printed media, broadcast media, and electronic media,
including the Internet

Know the characteristics and the formats of direct mail, still the medium most utilized by
direct marketers

Know the categories of magazines, advantages and disadvantages of the medium, impact of
positioning and timing, and the possibilities for market segmentation

Know the categories of newspapers, advantages and disadvantages, impact of positioning and
timing, and the possibilities for market segmentation
Tutorial questions
1. Discuss the attributes of a database that could be helpful for targeting direct mail to the
most likely prospects. How can these be used in developing promotion copy?
Interaction of demographic and psychographic data – along with transactions data – can
define customer profiles. Knowing this, promotion copy can be created so as to appeal to
benefits appealing to specific segments.
2. Why is a coupon considered to be direct-response advertising?
The objective is to present an attractive offer that motivates action.
3. How are print media being used in conjunction with high-tech digital media? Provide
an example.
This is a critical thinking question that requires students to explain the synergistic effect that
is created via media mixing. The examples are endless and students should refer to recent
multi-media marketing campaigns.
4. What is meant by syndication of direct mail?
Usually arranged by an intermediate between the producer and the seller, called syndicate,
these mailings offer products to an established customer list.
Case Discussion Questions: Newport News (Textbook p.165 – 169)
1. Come up with a list of companies you think Newport News should consider for list
rental. Why did you choose these companies? Would you consider these firms “like” or
“unlike” Newport News?
Probably, if they are available for competitive offers, the most likely lists would be those of
direct competitors such as Talbot’s or Ann Taylor or Neiman Marcus. Next in the hierarchy
might be non-competing women’s clothing lists such as Lands End or L.L. Bean. Next in
likelihood might be lists of mail-order buyers of products bought by women shoes profile
matches that of the Newport News catalog buyer such as house wares or gardening products,
i.e., Williams-Sonoma or Gardener’s Eden. Least likely to be successful, probably, would be
compiled lists with matching profiles such as selections from the Lifestyle Selector.
2. Newport News uses trendsetters in an attempt to forecast demand. What factors would
you look for when considering someone to be a trendsetter? What factors would make
someone not suitable for being a trendsetter?
Those who are the first to buy new fashions or other innovative products would be
considered early adopters. Probably certain demographics such as young/older age and/or
single/married would be considerations. Consider, too, lifestyles.
3. Describe how customer perceptions can be influenced by the quality of a direct mail
catalog.
Here, we need to look at the various “ingredients” of the catalog, such as design, copy, paper,
ink, illustrations and photographs. These variables can cause the customer to perceive the
catalog in the manner intended. If, in fact, the catalog features high-quality goods, then its
cover as well as its content should reflect sophistication. Visual representations, as conveyed
by models, are important, too.
4. Why do you think Newport News implemented the “campaign” and “mailkey”
numbers into their business model? What kind of information can these tools provide
that is useful to marketers?
Through a “mailkey” number to identify each customer segment, Newport News is able to
identify what products are in demand – and by whom – at each stage of a planned campaign
so that future marketing strategy (and profitability) can be optimized.
5. Describe the new brand positioning for Newport News and its innovative direct mail
format. Why do you think this format might be more productive for the company than
the typical catalog?
This question can be most effectively be answered by student through dissecting all the
information given in the case … and identify “what’s working.”