Marketing news: premium in N.H. good as gold
Amoskeag Savings Bank, Manchester, NH, was surprised when it got 150 replies from a direct mail campaign to 3,482 area “Business Week” subscribers. The bank had hoped for a 1% response rate, but generated 4.3% by mailing a one-ounce pure silver ingot to prospects, celling attention to the bank’s personal banking services. Wordcom of Ellington, Connecticut, organized the campaign.
seo cms made simple
Anonymous
Full text: [Bank Marketing] Oct 1985
Current bank advertising: this is the dawning of…Discover
Sears is launching an advertising campaign for its new credit card Discover featuring: 1) television spots; 2) direct mail solicitation; 3) a message that the credit card is a “bigger than life” innovation; 4) information about Discover Savers Accounts; 5) information about the Dividend program offered to credit card users, and the ATM network “Tillie-the All-Time Teller”; and 6) magazine advertisements.
search engine optimization washington dc
Anonymous
Full text: [Bank Marketing] Oct 1985
Things Will Never Be the Same Again
In October 1984, the use of advertising became available to accounting firms in the UK, and through June 1985, the Big 8 accounting firms had spent L750,000 on media. The top accounting firms sought out advertising agencies — either city agencies, West End agencies, or integrated communications agencies. Initially, the agencies had difficulty differentiating their clients from the competition; only the slogans of Peat Marwick and Touche Ross were memorable. Campaign planning was revised in the spring of 1985, and direct-response advertising was employed without the anticipated results. Summer campaigns were updated, and emphasis was placed on services offered, including the Unlisted Securities Market. In the first year of advertising, accountants have realized the importance of balancing public relations and advertising to achieve market objectives. In 1986, more creative solutions will be sought, along with the use of radio, and perhaps television, advertisements.
online business simulation games free
Driscoll, Fiona
Full text: [Accountancy] Oct 1985
Old Techniques Can Get Results
After 40 years with the Brunnings advertising agency, Jack Zimmerman is still praising the merits of direct response. In an interview, Zimmerman points out that the basic requirements for success have not changed over the years. The most important thing is the value of the product and the need for it. He notes that personal finance is perfect for the technique because of the air of confidentiality that characterizes it. Zimmerman feels that the British have never really trusted direct marketing, unlike their American counterparts, but he feels certain that many small companies can continue to make a good living by direct marketing. Direct marketing success requires choosing a product that is competitively priced and visually attractive. Then, one must make a prudent media choice based on information from previous campaigns. Users must take care that advertisements are not too complicated and that the public derives a benefit from the offer.
seo ws
Bennett, Margaret
Full text: [Marketing] Oct 3, 1985
Williams’ Keys to a Successful DR Program
According to Ken Williams, head of Banclines Programs and the Alabama Insurance Exchange, success in a direct response (DR) and telemarketing program for selling insurance through a bank requires a clear understanding of the roles of both parties. Financial institutions must have an integrated marketing plan for insurance. Three techniques are discussed: 1. No Touch, in which salespeople have no dealings with customers, 2. Lite Touch, involving direct mail with some telemarketing support, and 3. Hi Touch, for products that require one-on-one marketing. The marketing plan must match the customer base, with priorities set for products within each customer base. A 5-year marketing plan should be developed with associated marketing techniques, and a prime insurance carrier should be selected. Marketing techniques chosen should crossfertilize each other to get the most out of the overall plan.
seo swansea
McGregor, Miriam
Full text: [The National Underwriter] Oct 11, 1985
REGIONS: Population-Data Firms Profit By Pinpointing Special Groups
SUPPOSE YOU HAVE a new product that appeals to middle-class blacks. A new brand of malt liquor, for example, or a new menthol cigarette. Marketing surveys show that these two products are far more popular with black consumers than they are with whites. Now suppose you want to kick off your new product with a direct-mail campaign aimed at upwardly mobile black households. How do you know where these people live? Claritas Corp., a marketing firm that produces population profiles of postal ZIP codes and other tiny geographic areas, thinks it knows. The Crenshaw-Imperial district in Los Angeles has several thousand reasonably affluent black households, according to Claritas. So does Maywood, a west Chicago suburb. Other neighborhoods of black achievers: Atlanta’s South DeKalb, Detroit’s Redford, and the Walter Reed, Capitol Heights and Cheverly areas of Washington, D.C. Altogether, Claritas has identified 160 such neighborhoods, defined by ZIP-code boundaries. It calls them “Black Enterprise” clusters. The quickie definition is: “Upscale, white-collar, black families in major urban fringes.” These areas are at least 60% black and are above the national average in the percentage of families earning $15,000 a year to $50,000 a year and more. There is some poverty in these neighborhoods, but the majority of black families are “solidly set in the upper middle class,” Claritas says.
seo kolkata
By Eugene Carlson
Full text: [Wall Street Journal] Oct 15, 1985
DiPrete: State is ready for high-tech
[DiPrete] outlined a series of events that he said he has organized to heighten the public’s awareness of Rhode Island’s high-technology resources. They include forums at state colleges and universities; a tour of high-technology operations on Aquidneck Island; tours of technology-based companies; a luncheon at the Newport Corporate Park development; a tour of computer laboratories at Brown University; a direct-mail marketing campaign and establishment of a “Governor’s Award for Technological Advancement.”
seo api
THOMAS E. WALSH Journal-Bulletin Political Writer
Full text: [Providence Journal] Oct 15, 1985
DiPrete will promote high tech Governor hopes for new industries, public awareness
[DiPrete] outlined a series of events that he has organized to heighten the public’s awareness of Rhode Island’s high-technology resources. They include forums at state colleges and universities; a tour of high-technology operations on Aquidneck Island; tours of technology-based companies; a luncheon at the Newport Corporate Park development; a tour of computer laboratories at Brown University; a direct-mail marketing campaign to advertise the state’s high-technology capabilities; and establishment of a “Governor’s Award for Technological Advancement.”
seo accessibility
THOMAS E. WALSH Journal-Bulletin Political Writer
Full text: [Providence Journal] Oct 16, 1985
Time-Life Campaign Invades General Ad Domain
”Real Soldiers” is one of the most widely acclaimed direct response television series of commercials in the history of Time-Life Books (Alexandria, Virginia). The series of commercials is Time-Life’s most successful promotion. The product promoted — a 20-volume series, The Vietnam Experience — surpassed its 1984 sales goal in the first 4 weeks. Sales for the first half of 1984 exceeded targets by 338%. ”Real Soldiers” has brought direct response TV marketing closer to the field of general advertising. The commercial series has won Effy, Clio, and Andy awards. In addition, it received an Echo award for best direct response advertisement in terms of production and results. The promotion began with an extensive direct mail campaign consisting of a number of different marketing strategies. The success of the print approach encouraged the company to tailor it to TV. The TV commercials take an emotional approach that has been very successful. Shan Ellentuck, of the direct response broadcast agency Ellentuck & Springer, believes the long-term effect of the series will be to accelerate the appreciation of direct response advertising.
how can a 15 year old make money online
Moore, Thomas L.
Full text: [Advertising Age] Oct 17, 1985
Information the Driving Force for Auto Makers
According to Clark Vitulli, a merchandising manager for Chrysler Corp., the inability of the 30-second commercial to provide information to consumers and affect their buying behavior is resulting in a shift in emphasis and attitude toward the medium. Consequently, the 30-second spot will be used to provide only awareness. Direct marketing will deliver information to the consumer, monitor effectiveness, and develop a customer database. Chrysler Corp.’s Dodge division has been using direct marketing for years. Dodge sends between 250,000 and 1 million pieces of information quarterly, and each mailing is directed toward a different market segment. The ”Thank-You, America” campaign of spring 1985 was Chrysler’s most comprehensive direct mail program. The campaign helped the company gain 3 market share points in 2 1/2 months. Direct marketing also is being used by other automakers, including Ford Motor Co. The use of direct marketing as a means of reaching consumers will continue.
seo drupal modules
Strnad, Patricia
Full text: [Advertising Age] Oct 17, 1985
best email marketing website | | 
September 13, 2009 12:00 am | 
Comments (0) 
Subscribe