Home-Study Course Geared to Service Firms
Employees of firms that sell professional services usually have little time to continue their education in the typical classroom. A home-study program would be convenient for them. MGI Management Institute devised a home-study program for architects, called ”Promotion and Marketing Techniques for the Small Firm.” Getting students to express the uniqueness of the projects they carry out is one objective of the course. In the 2nd part of the course, students are asked to think in terms of who their prospective clients are. The next 4 sections deal with the mechanics of the promotional and marketing media that professionals use: 1. direct mail and brochures, 2. events, newsletters, and exhibits, 3. effective public relations, and 4. advertising. The course includes a large foldout promotional planner on which the students can develop a campaign to attract new clients.
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Oppenheimer, Henry N.
Full text: [Marketing News] Aug 15, 1986
KKB Takes Bottom Line for Health Clubs
KKB’s direct mail campaign to increase corporate membership to health clubs in Chicago IL was a success. They sent out a box containing a huge pair of men’s boxer shorts. A profile of the company and its campaign is given.
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Reed, Cecelia
Full text: [Advertising Age] Aug 18, 1986
Marketing to Blacks: Pumping Dollars into Fragrance, Cosmetics Sales
Black consumer purchases of cosmetics, fragrances, and other personal care products indicate a market that is expanding in total dollars spent, increasing in affluence, and characterized by growing sophistication and name-brand loyalty. By 1993, black consumers are forecast to account for 25% of sales for the entire toiletries and beauty aids industry. Even so, many industry marketers prefer to remain with general advertising and marketing campaigns rather than do target marketing to blacks. Two prominent exceptions are: 1. Avon, which has advertised in black media for over 16 years and allocates 10% of its total ad budget for direct black media, and 2. Beecham Cosmetics’ Jovan line for men, in which 10% of its $12-million ad budget was targeted to black consumers who reportedly make up 20% of the customer base.
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Brooks, Delores J.
Full text: [Advertising Age] Aug 25, 1986
DeCamp Campaign Asked To Clarify Expense Items
The re-election campaign of Sen. John DeCamp of Neligh has been asked to clarify three items on an amended expense report. DeCamp reported in June that he raised $65,640 and spent $63,900 for the primary election campaign, more than any other legislative candidate. The staff of the Nebraska Accountability and Disclosure Commission asked this week about payments of $4,509.50 to DeCamp; $5,140.24 to Direct Media Marketing of Lincoln; and $3,500 to VISA at First National Bank of Lincoln.
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Full text: [Omaha World - Herald] Aug 28, 1986
DYSON REPORTS SPENDING $4.7 MILLION ON CAMPAIGN
Mr. [Stan Lundine]‘s major expenditure, about $180,000 to the McCaffery & McCall Direct Marketing concern, was also for television commercials. His top contributors were the Amalgamated Clothing Workers Union, which donated $18,590; the Corrections Officers Benevolent Association and the New York State United Auto Workers, $10,000 each, and Robert Rubin, the Goldman, Sachs financier, who contributed $10,000. The Senator has raised $7.4 million and has about $3 million remaining on hand. He is expected to receive about $1.2 million from the Senate Republican Campaign Committee in addition to any other contributions he receives under the Federal guidelines of $1,000 per person and $5,000 per corporation and political action committee. There is no limit on a candidate’s contributions to his own campaign. $4.9 Million in [John S. Dyson] Campaign Mr. Dyson has so far put $4,925,000 of his own money into his campaign, almost 10 times the total raised by his Democratic primary opponent, Mark Green.
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LYNN, FRANK
Full text: [New York Times] Aug 30, 1986
Advertising, marketing Two agencies selected to direct state’s drive against illiteracy
According to the Rhode Island Department of Education, adult illiteracy is worse in the state than in four-fifths of the United States. One out of five adults is functionally illiterate. About 35 percent of the population above the age of 18 has less than a 12th grade education. Television, radio, print and outdoor advertising will all be included in the campaign. Though the issue transcends race and sex, a 30-second television spot is being targeted at adult white males because they “have the problem but aren’t coming for help,” according to Diane DiLeo vice president, account supervisor for Wooding & Housley. Spencer Bennett Nowak has added Image Management Systems, a high technology company located in Providence, to its client list. The agency has also added to divisions of Stevens Elastomerics of Northampton, Mass., a manufacturer of polyurethane products. SBN says the new accounts amount to more than $750,000 in annual capitalized billings.
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WILLIAM J. DONOVAN Journal-Bulletin Business Writer
Full text: [Providence Journal] Aug 31, 1986
The dealer financing push spurs novel auto loan programs
Thrift institutions can compete with auto manufacturers’ captive finance companies, which offer low interest rates, by: 1) informing customers that dealers are more likely to give them a price break on a new car if they obtain their own financing; 2) comparing monthly payments instead of interest rates; and 3) cross selling auto loans to existing depositors through inexpensive marketing campaigns. Thrifts concentrating on the used car market include Home Federal Savings and Loan Association, which is trying to attract loans for luxury used cars valued between $5,000 and $25,000.
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Spooner, Lisa
Full text: [Savings Institutions] Sep 1986
Low-Cost Direct Mail Provides Ticket to High-Tech Sales
Industrial advertising creates a favorable disposition to examine a product, but it does not sell the product. Although industrial direct mail borrows consumer direct mail techniques, it has a different mission. Because a high-technology product specifier actually may be a number of people within an organization, a wide assortment of tools will be necessary to make the sale. For example, although direct response card packs are not popular with marketers or advertising agencies, they do work, providing the greatest number of inquiries at lowest cost for industrial marketers. The cards must be treated as tiny billboards in order to improve their impact. Self-mailers can be very effective, and dealer incentive can be provided by custom imprinting the dealer’s name and logo on the self-mailer. Newsletters both get response and help in positioning. Telemarketing and a database may be required to maximize salespeople’s time. Illustrations.
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Morris, Jim
Full text: [Direct Marketing] Sep 1986
How a Couple of Cut-Ups Inspired Successful DM
The Livs supermarket is located in the NK department store in Stockholm, Sweden. Compatibility of like-quality merchants is necessary among retailers who lease departments, so Livs had to be high quality and prestigious like the NK store. The advertising needed the same quality, and manager Thore Wernold had the idea of linking the advertising with the art of Henri Matisse, an exhibit of whose works had been seen by nearly 10% of all Swedes. The newspaper advertisements were extremely successful. A mailing was sent to 35,000 individuals in nearby companies, of whom 8,000 accepted the offer of a coupon booklet of weekly specials. Illustrations in the booklet also looked like Matisse cutouts. The program is continuing and is very successful.
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Raphel, Murray
Full text: [Direct Marketing] Sep 1986
Consumer Direct Mail: The More You Tell the More You Sell
Mail and media costs increase each year, and pressed by budget problems, direct-mail managers attempt to reduce production costs. Cutting costs will lead to simpler packages. While this may be acceptable for a well-known product, it is not good for a more complicated product requiring a full sales presentation. In this case, spending more on the package gains a lower cost per order. A deluxe package can greatly increase results but, because more than half the costs are fixed, expense will not go up rapidly. This is the approach taken by McCall’s Cooking School in the direct-mail packages for Recipages, which cost $450-$500 per thousand. With an estimated average sale of $50, a 3% response will be needed to make a profit. The approach will work because it is not selling recipes but food, and large, detailed, color pictures help the prospect to visualize the results. In general, it is better to consider what can be put in the direct mail package than what can be removed.
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Potter, Richard
Full text: [Direct Marketing] Sep 1986
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