PLUGOLA – WHAT THE TALK SHOWS DON’T TALK ABOUT
THE USE OF DISGUISED MARKETING PLUGS IS RAMPANT ON TALK SHOWS TODAY. WHAT HAS HAPPENED IS THAT LARGE INDUSTRIES AND COMPANIES HAVE DISCOVERED THAT TV TALK SHOWS ARE A VERY EFFECTIVE MARKETING DEVICE. BIG BUSINESS HAS ENTERED THE TALK SHOW ARENA VIA ‘PLUGOLA’ – THE USE OF PROMOTIONAL AND SALES TECHNIQUES UNDER THE GUISE OF PUBLIC SERVICE INFORMATION. THE VIEWER, WITH INCREASING FREQUENCY, IS BEING SOLD A BILL OF GOODS BY THE CORPORATE SUPPLIERS OF JUST ABOUT EVERYTHING. PLUGOLA DIFFERS FROM THE STANDARD PLUG, WHICH HAS BECOME AN ACCEPTED, IF IRRITATING, PART OF THE TALK SHOW SCENE. IN PLUGOLA COMPLETE AND PROPER IDENTIFICATION OF BOTH THE PRODUCT AND THE PERSON ARE LACKING. ONCE AN INDUSTRY HAS DECIDED TO LAUNCH A PROMOTION CAMPAIGN INVOLVING TALK SHOWS, THE FIRST TASK IS THE SELECTION OF THE PERSON WHO WILL REPRESENT THE ORGANIZATION. THERE MAY OR MAY NOT BE ANY DIRECT MENTION OF THE FIRM REPRESENTED OR THE PRODUCT.
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KNOPF, TERRY ANN
Full text: [Columbia Journalism Review] JAN./FEB. 1977
TELEVISION IS EFFECTIVE IN MANY MAIL CAMPAIGNS
THE MAILING DENSITY IN A TELEVISION MARKET SHOULD BE THE MAJOR DETERMINANT OF THE VALUE OF TV SUPPORT. THE GREATEST BENEFIT OF SUCH SUPPORT IS ATTRACTING NEW USERS. YET, THE PROFITABILITY OF TV, NO MATTER HOW EFFECTIVE THE MEDIUM, IS STILL A MATTER OF CONCERN. FIRST CONSIDER THE TIME SPAN OF A MAILING. TV SUPPORT SHOULD BE SCHEDULED DURING, AND AFTER THE DELIVERY DATE, WITH THE PEAK OF THE CURVE ON DELIVERY DAY. BECAUSE OF THE HIGH COST, IT’S WISE TO TEST A TV COMMERCIAL BEFORE FULL IMPLEMENTATION. THE COST OF A COMMERCIAL CAN BE CONTROLLED BY LIMITING IT TO ONE CONCEPT WHICH CALLS ATTENTION TO THE MAILING. IT FURTHER HELPS TO – 1. KEEP OFFER PENETRATION PER 1000 HOUSEHOLDS THE SAME IN ALL MARKETS, 2. KEEP LISTS IN EXACTLY EQUIVALENT STATES, AND 3. WHEN CONDUCTING A TEST, USE THE SAME DAY PART DISPERSION AND GROSS RATING POINTS FOR EACH MARKET.
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RONNENBERG, FRANCIS G.
Full text: [Direct Marketing] MARCH 1977
HOW TO USE TV SUPPORT FOR YOUR MAIL CAMPAIGN
UNLESS PRINT ADVERTISING CAN GENERATE AT LEAST A MARGINAL COST PER ORDER, TV SUPPORT SHOULD NOT BE CONSIDERED. THE MOST IMPORTANT ASPECT OF ANY TV USAGE IS AN ACCURATE EXAMINATION OF THE MARKET TO BE REACHED. NEXT, EVALUATE – 1. THE SELECTION OF TV PROGRAMS AND DAY PART BUYS, 2. LOCAL OR NETWORK BUYS, AND 3. THE SYNCHRONIZATION OF YOUR CAMPAIGN. IF THESE CRITERIA HAVE BEEN MET, PRUDENTLY TEST TV IN LIMITED MARKETS AND WITH MINIMAL INVESTMENT. EVEN THEN, THE PRODUCT MUST BE ONE THAT CAN BE SHOWN VISUALLY AND DRAMATICALLY. THE 30-SECOND COMMERCIAL WILL PROBABLY BE READILY AVAILABLE AND WILL BE THE APPROPRIATE AMOUNT OF TIME TO DIRECT THE AUDIENCE TO THE PRODUCT. CONSIDER ALSO THE FOLLOWING GUIDELINES – 1. PLAN TO REACH 30 PERCENT OF THE TV AUDIENCE WITH THE PRINT DISTRIBUTION, AND 2. DETERMINE HOW MUCH YOU CAN AFFORD TO ADD TO YOUR INVESTMENT.
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SWACKENBERG, VICKY
Full text: [Direct Marketing] MARCH 1977
ZIP MENTATION (A SELECTIVE MAILING STRATEGY USING ZIP CODE SEGMENTATION FOR INDUSTRIAL MAILINGS TO PROFESSIONALS)
A MANAGEMENT INFORMATION SYSTEM IS IMPLEMENTED TO OBTAIN FEEDBACK FOR MANAGEMENT DECISION MAKING. THE SPECIFIC VARIABLES INVOLVED ARE ORGANIZED INTO A MODEL PLAN WHICH ALLOWS THE MARKETING MANAGER INTELLIGENTLY TO DETERMINE THE RESULTS OF HIS EFFORTS ON REGULAR AND EXPERIMENTAL MAILINGS. THE MODEL OBVIATES THE POSSIBILITY OF CONFUSING CAUSE AND EFFECT. THE COMPANY NEED NOT BE A GIANT TO EMPLOY ZIP MENTATION. ZIP MENTATION IS EASY TO EMPLOY AND HAS A WIDE PROFILE OF COMMERCIAL APPLICATIONS. IT CAN INCREASE PROFITS AND IMPROVE EFFICIENCY. IT DIRECTS ATTENTION INWARDLY WITHIN THE COMPANY TO FOCUS ON ITS OWN PROCEDURAL MECHANICS AND STREAMLINE THE COMPANY IN AREAS SUCH AS PERSONNEL AND OPERATIONS. CHART.
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STOCKINGER, GEORGE J.
Full text: [Industrial Marketing Management] 1977
REDUCING THE COSTS OF SALES THROUGH MARKETING SUPPORT MAIL
THE BASIC OBJECTIVE OF ANY SALES MANAGER IS TO MAKE SALES AT A LOWER COST PER SALE. IN MANY WAYS, MAIL CAN HELP ALMOST EVERY FIRM ACCOMPLISH THIS. WHEN PROSPECTING, MAIL CAN RELIEVE THE SALESMAN OF THE EXPENSIVE JOB OF FINDING AND QUALIFYING NEW PROSPECTS. MAIL IS USEFUL IN ORGANIZING SALES TIME. IT CAN OPEN DOORS OF KNOWN PROSPECTS, MAKE APPOINTMENTS FOR SALESMEN, AND MAKE SALES CALLS SHORTER AND MORE EFFECTIVE. MAIL CAN BE UTILIZED IN NEW PRODUCT INTRODUCTION. IT CAN GET ATTENTION, DEVELOP INTEREST, AND CREATE A DESIRE TO KNOW MORE ABOUT NEW PRODUCT. IT IS ALSO HELPFUL IN GOODWILL OR IMAGE BUILDING, AND SALESMEN FIND THEIR TASKS EASIER WHEN THEY WORK FOR FIRMS THAT ARE WELL KNOWN AND WELL RESPECTED.
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YECK, JOHN D.
Full text: [Industrial Marketing Management] 1977
HOW DO MARKETERS INTRODUCE NEW PRODUCTS BY DIRECT MAIL
NEXT TO ‘FREE’, THE MOST POWERFUL WORD IN DIRECT MAIL ADVERTISING IS ‘NEW’. THE VERY FACT THAT A PRODUCT IS NEW MAKES IT WORTHWHILE. NEW PRODUCTS IN DIRECT MAIL PACKAGES NEED TO BE EXCITING, ENTICING, AND SPARK ENTHUSIASM. THERE ARE SEVERAL WAYS IN WHICH NEW PRODUCTS AND SERVICES CAN BE PROMOTED VIA MAIL. THESE INCLUDE – 1. TRY A NOW AND THEN NEWSLETTER. THIS BRINGS IN ORDERS FROM OLD CUSTOMERS AND PROSPECTS ALIKE. 2. USE A TEASER CAMPAIGN. ONE ART SELLER SENDS OUT OVERSIZE POST CARD PICTURES OF A NEW ART OBJECT AND INVITES CUSTOMERS TO COME SEE IT. 3. TRY OFFERING A FREE DEMONSTRATION. PEOPLE WILL FLOCK IN AND BUY. WHEN YOU’VE GOT A NEW PRODUCT OR SERVICE, SHOUT IT TO THE ROOF TOPS. REALLY GET EXCITED – SO YOUR CUSTOMERS AND PROSPECT WILL, ALSO.
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BROCK, LUTHER
Full text: [Direct Marketing] MAY 1977
ABOUT TELEPHONE MARKETING – $8 BILLION SPENT ANNUALLY BY BUSINESS TO REACH 7 MILLION AND SELL 460,000 DAILY
TO TAKE FULL ADVANTAGE OF THE TELEPHONE AS A VEHICLE FOR MARKETING, IT IS ESSENTIAL TO UNDERSTAND SEVERAL THINGS ABOUT IT. 1. THE TELEPHONE IS TODAY’S MOST WIDELY USED COMMUNICATIONS MEDIUM. IT HAS CHANGED HUMAN BEHAVIOR MORE PROFOUNDLY THAN ANY OTHER TECHNOLOGY. 2. THE TELEPHONE IS A UNIQUE MEDIUM. A CAMPAIGN INVOLVING CALLS TO 200,000 PERSONS, WHICH IS NOT A LARGE CAMPAIGN THESE DAYS, REACHES MORE PERSONS THAN AN AD IN MOST MAGAZINES OR IN ALL BUT 100 OF THE NATION’S 1,800 DAILY NEWSPAPERS. 3. THE TELEPHONE IS THE QUINTESSENTIAL SELLING MEDIUM, AND IT IS A CONTROLLABLE ONE. 4. TELEPHONE MARKETING IS COST ACCOUNTABLE, AND IT IMPROVES ADVERTISING’S PERFORMANCE. 5. THE ’800′ NUMBER IS BOOMING. 6. TELEPHONE COMPLEMENTS DIRECT MAIL. 7. PHONE COSTS ARE DOWN, WHILE OTHER MARKETING COSTS SOAR. 8. THE TELEPHONE IS THE MOST VERSATILE MEDIUM, AND ITS VERSATILITY IS INCREASING EVERY DAY.
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ROMAN, MURRAY
Full text: [Southern Advertising/Markets] JUNE 1977
UPGRADING LETTER COPY
THERE ARE ADVANTAGES TO SAMPLING IN DIRECT MAIL SELLING. A SAMPLE IN A MAILING IS A BIG HELP IN GETTING THE PROSPECT INVOLVED. HE HANDLES THE PRODUCT, AND IF IT HAS ANY USE VALUE, HE KEEPS IT AND PERHAPS USES IT HIMSELF. NO SALESMAN COULD ASK FOR A BETTER CHANCE. OF COURSE, SAMPLING ADDS TO COST. SO WHEN A SAMPLE IS INCLUDED, THERE MUST BE MORE SALES OR MORE QUALIFIED LEADS THAT CAN BE CONVERTED TO SALES. AN EFFECTIVE LEAD LETTER MUST CAPTURE THE READER’S INTEREST AT FIRST GLANCE. WITH A LETTER, THE BEST PLACE TO GET THAT INTEREST IS IN THE SPOT USUALLY RESERVED FOR NAME AND ADDRESS. THE READER LOOKS FOR HIS OWN NAME IN THE CUSTOMARY SPOT, WHICH IS THE PLACE TO PUT A USER BENEFIT THAT WILL MAKE THE READER WANT TO READ MORE. THE REWRITE USES A BENEFIT HEADLINE, WHICH IS MORE THAN CASUAL INTEREST TO ALL PROSPECTS. SINCE THE USER HAS THE SAMPLE AT HAND, THE REWRITE DISCUSSES THE SAMPLE AND GOES ON TO SUGGEST SPECIFIC ACTION TO THE READER.
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BRINGE, PAUL
Full text: [Direct Marketing] JUNE 1977
A COMMITMENT TO EXCELLENCE SHOULD BE MARKETER’S GOAL
WHEN PUTTING TOGETHER YOUR ADVERTISING, YOU MUST SET HIGH STANDARDS. IF YOU SIMPLY GET AN AD DONE TO HAVE IT FINISHED, IT WILL NOT PULL CUSTOMERS. YOU MUST DO MORE, AND GIVE A REASON WHY THE CUSTOMER SHOULD RESPOND. THE COMPLETION OF ONE SUCCESSFUL DIRECT MAIL CAMPAIGN IS NOT THE END OF A PROMOTION. IT IS SIMPLY ANOTHER RUNG OF AN EXTENSION LADDER. YOUR SEARCH IS CONSTANTLY FOR THE BEST. WHEN WRITING AN AD ABOUT YOUR PRODUCT, TELL HOW IT IS MADE, WHERE IT IS MADE, AND WHY YOU ARE PROUD TO HAVE IT IN YOUR STORE. BROWSE THROUGH DIRECT MAIL CATALOGUES FOR IDEAS ON HOW TO WRITE COPY, AND TAKE THE SAME SELLING SPEECH YOU USE EVERY DAY ABOUT YOUR MERCHANDISE AND PUT THE WORDS ON PAPER. WRITE IT THE SAME WAY YOU WOULD SAY IT. IF YOU WRITE AS YOU TALK, YOUR ADS SOON ASSUME AN IDENTITY. RETAILERS MUST HAVE COMMITMENT, AND MOST HAVE THEIR FUTURES DETERMINED BY THEIR COMPETITION.
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RAPHEL, MURRAY
Full text: [Direct Marketing] JUNE 1977
BROKERAGE FIRMS INVADE CREDIT CARD, CHECK FIELDS
MERRILL LYNCH & CO. HAS TAKEN THE LEAD AMONG MAJOR BROKERAGE FIRMS WITH THE INTRODUCTION LAST WEEK OF A RADICALLY NEW CREDIT SYSTEM TIED TO ITS BROKERAGE HOUSE’S MARGIN ACCOUNTS AND INVOLVING THE USE OF VISA U.S.A. CREDIT CARDS AND BANK CHECKS. OTHER BROKERAGE FIRMS MAY NOT BE FAR BEHIND. MERRILL LYNCH WILL BEGIN MARKETING ITS PROGRAM IN SEPTEMBER WHICH WILL COMBINE A PRINT CAMPAIGN AND DIRECT MAIL EFFORTS. THREE DIFFERENT DIRECT MAIL APPROACHES WILL BE TESTED, BUT NO PROMOTIONAL TIE INS WITH VISA U.S.A. ARE PLANNED AT THIS TIME. OGILVY & MATHER WILL HANDLE THE ACCOUNT. THE PROGRAM WILL PERMIT CUSTOMERS TO USE AVAILABLE CREDIT IN THEIR SECURITIES MARGIN ACCOUNTS TO PAY FOR ITEMS THROUGH THE VISA CREDIT CARD OR BANK CHECKS. UNDER THE PROGRAM, CUSTOMERS WOULD DEPOSIT SECURITIES AND CASH IN THE MARGIN ACCOUNT AND THEN THEY COULD BORROW UP TO A CERTAIN PERCENTAGE OF THEIR MARKET VALUE AT LEVELS PRESCRIBED BY THE FEDERAL RESERVE BOARD.
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YAHN, STEVE
Full text: [Advertising Age] JUNE 27, 1977
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February 22, 2012 12:00 am | 
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