Inquiry Management Can Speed Test Results
Inquiry management captures data on respondents to direct-response advertising. These critical demographic, geographic, and psychographic data can also be applied to test marketing, which often uses some form of direct-response advertising. Data gathered when orders are placed can be manipulated by computer to identify target groups and the best media to use. Potentially viable products can be saved by identifying the problems in the test which made the product fail. The use of the inquiry management technique depends on the marketing situation. When the market for a product is not well known and when competition is heavy, inquiry management can be particularly useful. Companies often use inquiry management for other purposes, but by applying it to test marketing, they can add greater usefulness to the data gathered. The amount of data obtained is limited, but their relevance makes the technique valuable.
brute force seo 2
Roseth, Louis M.
Full text: [Marketing News] Mar 1, 1985
The Name Is the Game
Direct mail can be a highly impersonal communication medium. Tests have shown that personalization in direct-mail pieces is met with more favorable consumer response. Personalization is accomplished through computer-controlled production techniques that individualize one or more of the following portions of a direct mail package: 1. teaser copy, 2. inside addressing, 3. salutations, 4. letter body copy, 5. promotional copy, and 6. order forms. The cost of producing a conventional mailing package versus a personalized package depends on the quantity to be produced and the degree of personalization desired. Given sufficient quantity, there may be no appreciable difference in the cost for producing a personalized package because personalization eliminates the need to print and apply computer-generated mailing labels. Along with the positive psychological effect of using the prospect’s name, personalization can increase response by making order forms easier to complete. Personalized order forms can also include codes which facilitate tracking the effectiveness of multiple mailing lists.
seo woo plastic surgery
Kupiec, Jack
Full text: [Marketing Communications] Mar 1985
Words, Words, Words – The Copywriter’s Arsenal
The logical use of words is described, and some rules of direct-response writing are codified. Terminology has to match a projected image or it loses its effectiveness. Neutralizing words should only be used as a last resort unless the message calls for an unstimulating approach. Spelling out numbers drains the excitement in most cases. The use of the ampersand should be avoided unless it is part of a corporate logo. Using capital letters increases a word’s importance and should be employed freely, despite what the writing style books say. Some words are overused and thereby are diminished in interest and importance. If the advertising copy says something is ”important,” it should also explain why. Starting a sentence with ”There are …” depersonalizes the message and loses the reader as a participant. The use of footnotes in a direct-mail letter weakens the argument being made. Apostrophes may or may not lead to reading smoothness and should be used with care.
seo tweaks
Lewis, Herschell Gordon
Full text: [Direct Marketing] Mar 1985
What’s So Different About Direct-Response Copywriting
In direct-response copywriting, the object is to get the reader to take action, e.g., sending in a post card or making a phone call. This response is directly measurable, i.e., the mail-order company knows how effective its copywriting is by how many orders it receives. In contrast to most advertising copy, direct-response copy requires that the reader be given reasons for doing what the advertiser wants. The result is often lengthy copy. This ”reason-why” orientation is what sets direct-response apart from other types of copywriting. Direct-response features an urge to action in the beginning, in the middle, and at the end of the copy. Direct-response copy cannot be subtle. Every line should answer the questions ”Why?” and ”How come?” The mail order catalog is a good example of the type of techniques needed in describing in minute detail objects that often are less than interesting.
internet marketing jersey
Turley, Brian Christian
Full text: [Direct Marketing] Mar 1985
Something for Nothing Is Key to Successful Promotion Ideas
Some successful direct marketing promotional schemes are described: 1. Anne Leeds is the name for 58 women who take reservations for Eastern Cruise Lines. ”Anne” is well-known to travel agents because of the free gifts she sends them with each mailing. ”Her” popularity has helped increase Eastern’s bookings. 2. In an effort to increase subscriptions to the Harvard Law Review, the editor was persuaded to give away a brochure of items reprinted from earlier issues of the Review. 3. The author of a book about baldness feared that he had reached the limit of his sales potential and was thinking of offering the book for half price. Instead, he offered the book for half the price in advance with the customer paying the other half if he were satisfied. Sales increased dramatically. 4. Rustoleum, in its early days, sold slowly because of salesforce inertia. After a direct-mail promotion in which samples were offered, customers began demanding the product. Sales have been brisk ever since.
online business kenya
Binger, Charles A.
Full text: [Direct Marketing] Mar 1985
98% Negative Database Holds Power of Expansion Benefits
Direct mail usually yields a 2% response, leaving a 98% ”invisible” remainder. Usually, this 98% is ignored, but being satisfied with a 2% success rate is the biggest obstacle to greater success in direct marketing. Both response and non-response are measurable and can be useful. Database-oriented marketing collects and organizes marketing knowledge using all the feedback it can get. Different variables produce different leverages in terms of bottom line, but the most powerful variables are related to targeting. Good targeting yields up to 5 times more leverage than other factors in the mix of direct marketing variables. All of the information stored in a computer record about a particular customer constitutes a rich database from which to build. Non-responder management and regression modeling is especially effective on internal customer files in identifying the additional sales potential of the invisible 98%.
seo spy
Stevenson, John
Full text: [Direct Marketing] Mar 1985
Insurance One Extension to Bank’s Database Investment
For commercial banks, fee income is becoming increasingly important. Insurance products are viewed favorably from the income opportunity standpoint because of their low risk and low capital commitment. Insurance companies are moving away from the mass market, opening a market for others, such as banks, to enter. The bank must recognize the differences between insurance and bank products. Insurance must be sold, and banks historically have not been good at ”selling” things. However, banks hold extensive customer information, and they could structure that information to help in insurance marketing. By using a direct-response approach over in-branch distribution, the bank recognizes that direct marketing is an accepted way of doing business. With direct response, the bank can maximize control over the customer contact. Direct response also puts the bank in the position of selling other than through people. This experience will be good preparation for the future.
online marketing kursus
LuBien, Raymond B.
Full text: [Direct Marketing] Mar 1985
Selling in the New Information Order: Who’s Winning, and Losing, Marketing’s Computer Revolution?
Current trends affecting traditional sales forces include: 1. increased consolidation in most industrial classifications, 2. increased marketplace sophistication among buyers, and 3. rapid technological changes that make it hard for sellers to keep pace. Approaches adopted by sellers trying to adapt include: 1. direct response selling, 2. national account management, 3. niche strategies, and 4. sales promotion orientation. The greatest challenge faced by management in the next 10 years will be managing people, and a structure must be designed to take the greatest advantage of people’s talents. Industrial companies of the future will become marketing-incapable smokestack firms, 2. marketing-capable smokestack firms, 3. technology-driven high-technology firms, or 4. marketing-capable, high-tech firms. The marketing-capable, high-tech firm with a marketing-oriented management philosophy and production-oriented attitudes toward advancing technologies would be ideal.
make money online bangladesh
Schultz, Don E.
Dewar, Robert D.
Full text: [Business Marketing] Mar 1985
Add Charisma to the Sales Campaign with a PC
The personal computer can greatly enlarge the salesperson’s activities by performing clerical tasks, including list management, mailings, form letters, direct mail, and keeping track of prospects as they move through the sales cycle. It can also facilitate the ”personal touch” so critical in perpetuating customer loyalty by supplying customer information via printed reports, raw data on a diskette, or direct transmission to the customer’s personal computer over telephone lines. Certain functions of the sales cycle are particularly amenable to automation. Flexibility and productivity are best maximized by a selling system that includes 3 types of software programs: word processor, database manager, and spreadsheet. Software should be compatible with an ASCII File. The Wordstar, TIM IV, and Lotus 1-2-3 are particularly compatible and provide excellent documentation. Customer information can be broken into component parts for optimum use of the word processor. Date codes can identify when customers need action. In addition, spreadsheet analysis often gives a competitive edge.
internet marketing kolkata
Bittar, Donald A.
Full text: [Bottomline] Mar 1985
Expansion Plans on Tap at Newman’s Brewery
There’s more than just beer brewing these days at Newman’s Brewery in Albany. President and head brewer William S. Newman is ready to tap plans for a new marketing campaign and expansion of the facility. According to Newman, these opportunities come as a direct result of a $75,000 AlTech Trust Fund loan, which he recently received. Newman indicated that the loan is the “shot in the arm” which his Learned Street brewery needs to remain competitive. In a prepared statement Newman said, “The Newman Brewing Company is now in negotiations with an equity capital group to expand the brewery and market its award winning products regionally.” (excerpt)
search engine optimization tips 2010
Anonymous
Full text: [Capital District Business Review] Mar 04, 1985
search engine optimization papers | | 
February 20, 2010 12:00 am | 
Comments (0) 
Subscribe