Partnership Must Emerge Between List Consultant and Copywriter
In direct marketing, creativity must be applied to the market list. It is important to develop a good working relationship between the list consultant and the creative writers. A mailing package must be prepared with the knowledge of the market as it actually exists. Writers need to know to whom they are writing. They must tailor their promotion to the definition of the market. Writers and consultants need to be concerned about the attitudes and perferences which dictate what the consumer will spend and for what. The list can help define the personal characteristics of potential customers. Demographics need to be supplemented with life style characteristics, which can be achieved by analysis of product categories, such as household, leisure, recreation, fashion, gourmet, intellectual pursuits, travel, etc. Direct mail response must be analyzed by the type or category of list. The direct mail copy should be addressed to the particular market that the package is trying to reach.
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Harper, Rose
Full text: [Direct Marketing] March 1979
Measuring the Effectiveness of Ads by Opinion Tests
In some cases an opinion test, using friends and coworkers, can provide the same results as a sales test, although in other situations the results may be quite different. Opinion tests are quick and inexpensive and can yield useful information if the following guidelines are adhered to: 1. Do not test all-type ads with pictures. 2. Do not test ads which would embarass respondents. 3. Test no more than 2 ads at a time. 4. Do not show ads to people who are prospects. Opinion tests have a number of advantages which include: 1. being able to talk to the respondents, 2. finding out why the ad is attractive or unattractive, 3. not having to write copy, 4. determining the benefits of copy if presented, and 5. testing as many ads as desired.
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Caples, John
Full text: [Direct Marketing] March 1979
Are Your Sales Letters Bashful about Asking for Action?
When considering the formulation of a sales letter, it is important to be aware of the fact that a reader remembers most the last thing he reads. This fact makes it essential to stress action in the final paragraph of a sales letter. It is important to let the reader know the action you desire him to take and that you want him to act immediately. There are a number of techniques that are useful in prompting readers to take immediate action: 1. Ask for the order or a reply. 2. If a premium is offered, it should be tied in with a prompt response. 3. Make a big production of offering a special discount. 4. Name the reply device to motivate action. 5. Consider installing an 800 phone number to facilitate and increase sales. 6. Cover all areas so the prosect will not have any lingering doubts.
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Brock, Luther
Full text: [Direct Marketing] March 1979
Trust Advertising Program Development
Banks’ trust programs can be stimulated with a good trust advertising campaign. The objectives of the campaign could be directed towards accomplishing deep penetrating advertising action into the prime 3% of families who account for the true potential buyers of trust services. Demographics can be determined through personal interview surveys, telephone surveys, mail surveys, and the Census of Business. The information can be utilized to: 1. enrich the trust service image, 2. make services better known to clients, and 3. advise clients of the positive results of using trust services. Clients can be informed through direct mail advertising which includes mailers, brochures, booklets and letters. Radio, television, magazines, and newspapers can be used for broader advertising programs.
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Seaparke, William P.
Full text: [Trusts & Estates] April 1979
The Sweet Smell of $8,000,000
The Florists’ Transworld Delivery Association (FTD) is often thought of as a corportion, but it is actually a non-profit trade association owned and financed by thousands of independent retail florists throughout the U.S. and Canada. FTD’s advertising budget totals approximately $8,000,000 and is used for network TV, newspapers, and magazies as well as other advertising devices. Occasions such as Valentine’s Day, Christmas, birthdays, and Mother’s Day are the basis of FTD’s marketing strategy. FTD sports many competitive advantages over other flowers-by-wire service firms. Its trade association status, imposing membership roster, and healthy marketing budget are important competitive pluses. FTD defines market segments by occasions and develops a product for each occassion. Once the product is developed, a total promotional package including national advertising, direct mail, and point-of-sale material is created, and product identification pieces are put in with the delivered product.
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Full text: [Media Decisions] April 1979
How to Communicate Better with Your Comrades Overseas
Advertising and promotion developed for the American domestic market are often difficult and expensive to use in other countries because of adaptation problems. Guidelines are offered to help communications people deal with multinational markets. Copywriters should plan on multilingual copy from the start and also plan to keep the writing simple and direct. American companies should try to avoid using typical American advertising expressions and styles. Instead of being direct, aural and explicit, the ads should utilize a more non-verbal, visual, intuitive and emotional approach. Layouts should be kept open because texts in translation often run 25 or 30% longer. Photos should be set up using non-national models and sets. Films should also aim for internationalization. Mechanical sizes on international media schedules should be carefully studied in order to prevent making more films than necessary to meet all the size variations. Following these and other guidelines can help solve production problems overseas.
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Roth, Robert F.
Full text: [Industrial Marketing] April 1979
Media on Their Marks in Race for Ad Dollars
The Food and Drug Administration’s approval of many new ethical drugs is imminent. This development makes the medical market hold great potential for media serving the pharmaceutical industry. The cost of promoting the drugs continues to climb, however. The year 1979 will witness competition for the drug companies’ ad dollar. Significant ad trends for 1979 are developing presently. One such trend is media’s promise of greater delivery via more sophisticated mailing, publishing, and broadcasting techniques. A great portion of advertising dollars are being allocated to the detail sales force. Direct mail is continuing to be another prime medium for pharmaceutical companies. Medical journals are another major source for drug advertisers. A greater targeting precision is promised by sole-sponsored magazines. One of the unique journal promotional efforts this year is Medical World News’ consumer radio campaign. The pharmacists’ market is one of the new areas for pharmaceutical companies’ advertising and promotional dollars. A new publication, The American Druggist Blue Book Monthly, is being started to meet the pharmacists’ growing informational needs.
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Levere, Jane
Full text: [Advertising Age] April 2, 1979
Apathy Keeps Most Museums in Dark Ages of Development
Museums have traditionally lagged behind other public-service institutions such as colleges and hospitals in seeking their share of the philanthropic dollar and a realistic and professional manner. This failure is a result of apathy, a reliance on inexperienced volunteers, and an arrogant aloofness to seeking funds. Museums must market themselves despite the constraints imposed by conservative boards and reactionary curators. To acquire a qualified professional to head fund raising activities museums must be prepared to compete with the salary levels offered by other fund-seeking institutions. Direct mail membership campaigns, professional quality advertising and publicity, and public recognition of donations and services are among the strategies which can be used by the professional fund raiser to increase support for museums.
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Trenbeth, Richard P.
Full text: [Fund Raising Management] May/June 1979
To Make Mouths Water Make Your Offer ”Exclusive”
Provided a product or service is meant for a very carefully defined group of people, a persuasive technique can be attempted that is based on the idea that people are more eager to say yes when they think they might not qualify for acceptance. This approach can be used in direct mail. It is important to remember that people are always eager for acceptance. By its very nature, direct mail is the class medium as opposed to a mass medium. Theoretically, the more the offer is aimed at a selected group of people, the better the response is. The key to success in this area is to send mailings not only to lists that measure up to typical buyer profiles, but also to borderline lists.
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Brock, Luther
Full text: [Direct Marketing] May 1979
The Magic of Direct Mail Promoted by Canada Post
The Canadian Post Office has just finished the first phase of its ambitious program to promote direct mail marketing across Canada. The program has trained 80 sales representativs to sell the concept and not just the products. The first phase considered of a series of 2-day seminars from coast to coast in which the post office sales staff was involved in an extensive sales training campaign where they learned how to sell advertising mail. The sales representatives were shown program and training materials and selling equipment at a special meeting. The postal salespersons will be using a Direct Mail ”Visualizer” which consists of 24 visual panels in s presentation flip-chart. The sales representatives will also utilize the admail idea showcase which contains various samples of advertising mail to illustrate how creative, imaginative, effective, and flexible direct mail can be for a business.
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Baker, Vic
Full text: [Direct Marketing] May 1979
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