BMM Ch 17 – Flashcard

1. Personal selling 2. Direct-mail marketing 3. Catalog marketing 4. Telephone marketing 5. Direct-response television marketing 6. Kiosk marketing 7. New digital direct marketing technologies 8. Online marketing

Involves sending an offer, announcement, reminder, or other item to a person at a physical or virtual address. Characteristics: • Well suited to direct, one-to-one communication • Permits high target-market selectivity • Can be personalized • Is flexible • Allows easy measurement of results • Costs more than mass media per thousand people reached, but the people reached are much better prospects

Used to be defined as a printed, bound piece of at least eight pages, selling multiple products, and offering a direct ordering mechanism. With Internet, more and more catalogs are going digital. A variety of Web-only catalogers have emerged, and most print catalogers have added Web-based catalogs.

Involves using the telephone to sell directly to consumers and business customers. -Big in business to business sales

1. Direct-response television advertising (DRTV) is television spots which describe a product and give customers a toll-free number or Web site for ordering. Viewers can watch 30-minute or longer advertising programs are called infomercials. 2. Home shopping channels are television programs or entire channels dedicated to selling goods and services.

Information and ordering machines

Podcasts and Vodcasts Mobile Phone Marketing (increase from 3.1 bill in advertising expenditures to 28 bill in 2013) Interactive TV (ITV)

Four Major Domains: Business to Consumer (B-to-C) Business to Business (B-to-B) Consumer to Consumer (C-to-C) =occurs when consumers communicate with companies. (ex consumer online feedback) Consumer to Business (C-to-B) Fastest growing form of direct marketing -Click only companies = operate only on the internet -Click and mortar companies = Retailers who have both traditional store fronts and online interfaces

Marketing Web Site= These sites engage consumers in an interaction that will move them closer to a direct purchase or other marketing outcome. Corporate (or brand) web sites are the most basic= These sites are designed to build customer goodwill, collect customer feedback, and supplement other sales channels.

The major forms include: • Search-related ads (largest form - 48%) • Display ads • Online classifieds Total U.S. Internet advertising spending reached an estimated $24.6 billion last year and is expected to top $34 billion by 2014, making it the second-largest medium behind only TV.

Internet version of word-of-mouth marketing. Viral marketing involves creating a Web site plus a video, an e-mail or a cell phone message, advertisement, or other marketing event that is so infectious that customers will want to pass it along to their friends.

Web sites that give consumers online places to congregate, socialize, and exchange views and information (examples include Facebook, YouTube, and Twitter).

a nonprofit self-regulatory organization that works with many large corporate sponsors to audit companies' privacy and security measures and help consumers navigate the Web safely

The unsolicited, unwanted commercial e-mail messages that clog up e mailboxes

sending e-mail pitches only to customers who "opt in."

Ads incorporating animation, video, sound, and interactivity.

Using online resources to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices. The internet now influences about 42% of online sales