YOU CAN MEASURE ADVERTISING PERFORMANCE
TOP-MANAGEMENT WANTS FACTS BECAUSE ADVERTISING IS A BIG-LEAGUE EXPENDITURE IN BANKS TODAY, AND IT COMES UNDER TIGHT SCRUTINY. IT MUST PAY ITS OWN WAY. PRIMARY IMPORTANCE AMONG RULES FOR SUCCESSFUL ADVERTISING IS ON GETTING AGREEMENT ON WHAT THE EFFORT IS SUPPOSED TO DO. KNOW WHO THE MARKET-TARGET IS. BE INTERESTING TO THE TARGET POPULATION. TIE YOUR MESSAGE TO YOUR PARTICULAR BANK, NOT BANKS IN GENERAL. MEASURE THE RESULTS. IMPORTANT TOO IS TO TELL MANAGEMENT WHAT HAPPENED WITH THE EFFORT IN A FORMAL, DOCUMENTED MANNER. REPORTING CAN BE EFFECTIVE THROUGH CASE HISTORY REPORTS, DIRECT-MAIL CAMPAIGN TABULATION AND REGULAR CONSUMER-RESEARCH WHICH TESTS FOR IMAGE OF YOUR PRODUCT. ADMIT POOR EFFORTS AS WELL AS GOOD ONES.
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CHARLTON, FREDERICK
Full text: [Banking] SEPT. 1971
ANGERMAN CARRIES ON CRUSADE TO MAKE MAIL MORE EFFECTIVE
VIRGIL D. ANGERMAN OF BOISE-CASCADE, HAS DEVELOPED THE ENVELOPE LETTER – A COLLECTION OF IDEAS TO MAKE DIRECT-MAIL MORE EFFECTIVE. KEY TO THIS AID ARE 51 WAYS TO USE DIRECT-MAIL FOR MARKETING. 13 WAYS WINDOW MESSAGES CAN HELP SELL IS INCLUDED. AUTHOR PRESENTS THE MATHEMATICS OF PLANNING PROFIT PRODUCING MAILINGS. 15 IDEAS ARE GIVEN THAT HAVE PROVEN TO BE ORDER KILLERS. ORDER FORMS ARE ANALYZED. SUBSCRIPTIONS TO THE ENVELOPE LETTER ARE FREE BY WRITING B.C. AT 313 ROHLWING RD., ROUTE 53, ADDISON, ILLINOIS, 60101.
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Full text: [Advertising and Sales Promotion] APR 1972
ADVERTISING – STIRRING UP THE MEDIA MIX
RETAIL TV ADS WERE UP 19 PERCENT FOR THE FIRST HALF OF 72 – REPRESENTING A NEW MEDIA MIX LOOK AT MARKETING EFFORTS BY RETAILERS. EXAMPLES OF CAMPAIGNS BY MAJOR RETAILING FIRMS ARE GIVEN. MOST RETAILERS ARE ALSO INCLUDING DIRECT-MAIL IN THEIR AD MIX AND ARE REAPING HANDSOME RATES-OF-RETURN FOR THEIR EFFORTS. RADIO ADS ARE ALSO INCREASING AND MEASUREMENT FEEDBACK INDICATES GOOD SUCCESS THERE. NEWSPAPER ADS ARE ALSO UP.
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Full text: [Sales Management] NOV 27, 1972
BANKS AND DIRECT-MAIL, NEW OPPORTUNITIES IN ABA SURVEY
IN GENERAL, THIS ABA SURVEY FOUND THAT USAGE OF DIRECT-MAIL AS A MEDIUM BY BANKS DECREASED WITH THE DEPOSIT SIZE CATEGORIES OF THE BANKS. WHILE UNDERUSED, MAIL HAS RECENTLY TAKEN ON NEW IMPORTANCE WITH CREDIT-CARD AND CENTRAL BANK FILES. DIRECT-MAIL OR DIRECT-MARKETING TECHNIQUES IN OTHER MEDIA CAN HELP BANKS FACE THEIR GROWING COMPETITION WITH MUTUAL BENEFIT FOR THE MERCHANT OR DISTRIBUTOR, THE CONSUMER, THE BANK AND THE DIRECT-MAIL OR DIRECT-MARKETING CONSULTANT.
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KOCH, JAMES
Full text: [Direct Marketing] FEB 1973
HOW MAIL CAN DELIVER CUSTOMER ATTENTION
DIRECT-MAIL – OR DIRECT-MARKETING, AS ITS CALLED – IS SALESMANSHIP IN PRINT. AS THE INITIAL MOVE TOWARD CREATING EFFECTIVE MAIL SALESMANSHIP, THE PRODUCT MUST BE ANALYZED. THIS FORMS THE BASIS OF A CREATIVE APPROACH DESIGNED TO CATCH THE READERS INTEREST AND TO HOLD IT LONG ENOUGH TO URGE HIM ON TO BUY. A MAILING PIECE MUST BE INTERESTING SALESMANSHIP-IN-PRINT. IT IS IMPORTANT TO THINK IN TERMS OF PROBLEM-SOLVING. THE MAILING LIST IS OF VAST IMPORTANCE. IT IS IMPORTANT TO SELECT A MAILING LIST TAILORED TO THE COMPANYS MARKET BY LINE OF BUSINESS, COMPANY SIZE, POPULATION, GEOGRAPHIC AREA, OR ANY COMBINATION OF THESE CLASSIFICATIONS.
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LEVY, GORDON
Full text: [Marketing Times] MAR/APR 1973
QUESTIONS OF DEFINITION – BUYER TYPES TO LIST SELECTION
THE FIRST BIG STEP TOWARD REFINING DIRECT-MAILING AND DEFINING CUSTOMERS WAS WITH THE ADVENT OF ZIP CODES. THIS LED TO THE COMPUTER AND THROUGH IT, TO THE DATA-PROCESSORS, STATISTICIANS, MATHEMATICIANS, MARKET ANALYSTS. THE BIG QUESTION IS, DOES THE CUSTOMER WANT WHAT DIRECT-MAILING IS OFFERING. THATS WHERE ONE GETS TO THE INESCAPABLE BASIC, TESTING – TESTING LISTS, PACKAGES, PRODUCTS, THEN ANALYZING RESULTS. BECAUSE AS THE EDP MEN AND STATISTICIANS ARE FOREVER REMINDING US, THE COMPUTER ISNT MAGIC. IT MAY BE A MILLION TIMES FASTER AND A THOUSAND TIMES MORE ACCURATE THAN MERE PEOPLE, BUT IT ONLY KNOWS WHAT PEOPLE TELL IT. INTERNAL LISTS – A COMPANIES OWN FILES – INCLUDE CUSTOMERS, FORMER CUSTOMERS, PROSPECTS, INQUIRIES, EMPLOYEES, WARRANTY CARDS, STOCKHOLDERS, REFERRALS AND SO ON. EXTERNAL LISTS INCLUDE COMPILED AND DIRECT RESPONSE LISTS.
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HARPER, ROSE
Full text: [Direct Marketing] MAY 73
MAILING PATTERNS: TESTING WAY TO NEW OPPORTUNITIES
MARKETING RESEARCH PLAYS AN IMPORTANT PART IN THE PLANNING AND EXECUTION OF ANY DIRECT-RESPONSE ADVERTISING PROGRAM. VALUABLE INSIGHT CAN BE GAINED THROUGH THE COLLECTION AND ANALYSIS OF INFORMATION REGARDING THE OVER-ALL FREQUENCY AND INTENSITY OF MAIL ADVERTISING DIRECTED AT CONSUMERS. THE DIRECT MARKETING IDEA EXCHANGE (DMIX) UNDERTOOK A DIRECT-MAIL ANALYSIS PROJECT. THE LARGEST CATEGORY FOR MAIL RECEIVED WAS MERCHANDISE. 45% OF THE MERCHANDISE MAIL WERE IN CATALOG FORM SHOWING THE CURRENT VIABLILITY OF OF THAT MAIL-ORDER SELLING MEDIUM. FOLLOWING MERCHANDISE THE VOLUME ORDER WAS: MAGAZINES, NON-POLITICAL MAIL, FINANCIAL SERVICES, COMMUNITY AND PUBLIC AFFAIRS, ENTERTAINMENT AND TRAVEL, FOOD, AND COUPONS. THE INTENSITY OF COMPETITION IS A REMINDER THAT OTHER COMPANIES OFFERS SHOULD BE KEPT IN MIND WHEN PREPARING DIRECT-MAIL PACKAGES.
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PASSAUANT, PIERRE
Full text: [Direct Marketing] JUNE 1973
THE TOTAL INFORMATION FILE
MANY BANKS HAVE RESEARCHED, EVALUATED AND IMPLEMENTED VARIOUS CENTRAL INFORMATION FILE SYSTEMS. MOST PROVIDE ONLY A FRACTION OF THE DATA A BANK MIGHT REQUIRE. THE TOTAL INFORMATION FILE, TIF, DESCRIBED HERE PROVIDES EXTENSIVE COVERAGE IN MOST MARKET AREAS WITH INFORMATION ON CUSTOMERS AND NON-CUSTOMERS ALIKE. THE TIF MARKETING SYSTEM IS A MARKETING SYSTEM IN ITSELF PROVIDING THE FOLLOWING, MARKETING-MARKET RESEARCH FILE. MARKETING ANALYSIS. MANAGEMENT REPORTING. MARKETING PLAN. INTERNAL REPORTING-ANALYSIS OF AND CUSTOMER PROFILE ANALYSIS. TIF PROVIDES A UNIQUE SYSTEM WHEREBY ONLY ONE NAME AND ADDRESS RECORD IS MAINTAINED FOR ALL SERVICES FOR ANY ONE CUSTOMER. THUS, MARKETING HAS A SYSTEM IN WHICH ALL FILES AND ACCOUNTS ARE LINKED UNDER A SINGLE NAME AND ADDRESS . PINPOINTING THE BEST TARGETS FOR A DIRECT-MAIL CAMPAIGN IS ONLY ONE EXAMPLE OF THE USES OF THE TIF SYSTEM DESCRIBED.
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CHANCEY, MALCOLM B.
Full text: [Bank Marketing] JUNE 1973
FACTOR INTERACTION EFFECTS IN MAIL SURVEY RESPONSE RATES
RESEARCHERS HAVE INVESTIGATED THE EFFECTIVENESS OF A WIDE RANGE OF VARIABLES IN THEIR ATTEMPTS TO INCREASE THE RESPONSE RATES FOR MAIL QUESTIONNAIRE SURVEYS. AMONG THESE VARIABLES ARE MONETARY INCENTIVES, BOTH LARGE AND SMALL, ADVANCE LETTERS, STAMPED VS. BUSINESS REPLY ENVELOPES, TIMING OF FOLLOW-UP MAILINGS, PRINTED VS. MIMEOGRAPHED QUESTIONNAIRE FORMS, AND PERSONAL VS. NONPERSONAL WORDINGS OF COVER LETTERS. IN SUCH INVESTIGATIONS, A CONTROLLED EXPERIMENTAL DESIGN IS TYPICALLY USED TO DETERMINE THE EFFECT OF THE ONE VARIABLE UNDER CONSIDERATION – DETERMINING WHETHER SIGNIFICANT INTERACTION EFFECTS EXIST AMONG TWO OR MORE FACTORS APPLIED SIMULTANEOUSLY TO INCREASE THE RESPONSE RATE. THIS STUDY EMPLOYS A 2/4, FOUR FACTORS EACH AT TWO LEVELS, FACTORIAL DESIGN TO IDENTIFY THE RELATIONSHIPS EXISTING AMONG FOUR VARIABLES PREVIOUSLY USED TO INCREASE THE RESPONSE RATES IN MAIL QUESTIONNAIRE SURVEYS.
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WISEMAN, FREDERICK
Full text: [JMR, Journal of Marketing Research] AUG 1973
U.S. ARMY WANTS YOU SAYS DM RECRUITERS
SELLING THE MODERN VOLUNTEER ARMY, THIS PROGRAM WAS PLANNED FOR THE ARMY TO RECRUIT VOLUNTEERS. IT PRESENTS THE ADVANTAGES THE ARMY HAS TO OFFER – TRAINING, VACATION, TRAVEL AND ADVANCEMENT. THE CAMPAIGN WAS DIRECTED TO NEARLY 5.5 MILLION PERSONS, CONCENTRATING ON HIGH SCHOOL GRADUATES AND STUDENTS, MALE AND FEMALE AND TO PERSONS OF THE COMMUNITY MOST LIKELY TO INFLUENCE YOUTH IN THEIR AREAS. THE CAMPAIGN WAS PRODUCED AND MAILED IN FIVE PHASES. THE GOAL WAS TO COMMUNICATE THE MESSAGE THAT THE ARMY HAD CHANGED, BECOMING A VOLUNTEER CONCEPT AND THUS IS DIFFERENT THAN THE ARMY OF 20 YEARS AGO. IF THE MESSAGE WENT TO A HIGH SCHOOL STUDENT, A SENIOR WHO IS ABOUT TO GRADUATE, THE STUDENT WAS URGED TO CONTINUE HIS EDUCATION. BUT IT WAS POINTED OUT THAT IF THE SOON-TO-GRADUATE HIGH SCHOOL STUDENT HAD NOT PLANS TO GO TO COLLEGE, THE ARMY SHOULD BE CONSIDERED AN ALTERNATIVE. RESULTS OF THE CAMPAIGN CANNOT BE ASCERTAINED PRESENTLY. BUT THE RESPONSE WAS SO HIGH THAT THE ARMY IS CONTINUING ITS CAMPAIGN.
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Full text: [Direct Marketing] NOV 1973
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