Ads: Defining MD-Hospital Relationships?
Physician referral services could make the hospital vulnerable to a future lawsuit if something goes wrong and the patient tries to prove that an independent contractor physician is actually a hospital employee. If the patient reasonably believes the physician is an employee of the hospital, the hospital is held responsible for the doctor’s actions. “Ostensible agency” is the legal term for this relationship between hospitals and admitting doctors. The key for hospitals may be scrutinizing and guarding the wording on advertisements and marketing brochures. Mitchell Wiet of Northwestern Memorial Hospital said that some examples of what courts determine relevant when determining ostensible agency cases include: 1. claims the hospital is a full-service institution, and 2. hospital claims of high-quality medical care. Disclaimers can be added to direct mail brochures and advertisements to ensure that the relationship between a hospital and its physicians is not misrepresented.
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Droste, Therese
Full text: [Hospitals] Apr 20, 1988
$75,000 COUNTY MARKETING PLAN BEGUN THROUGH DIRECT MAILINGS
A $75,000 marketing plan for Oklahoma County is getting under way through direct mailings to targeted industries, placement of ads in trade publications and participation in the Industrial Development Research Council in May. – Implementing a direct mail campaign to six targeted industries, which are aviation, trucking and distribution, electronics and components/telecommunications, printing and publishing, biomedical products and automotive components.
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TIM RAY
Full text: [Journal Record] Apr 29, 1988
Ads That Work
Direct-response advertising is finding a home in the banking industry. This approach blurs the distinctions between direct marketing and advertising and includes elements of both image and product promotion. It is being used by such aggressive agencies as IHG Advertising Inc., which totally integrates mail and telephone marketing functions into the advertising plan in its search for financial services business. Weinstein Otterman & Associates Inc. also is geared to retail marketing techniques. Its work has quantifiable results, such as new bank accounts, loan applications, or certificates of deposit business. While direct marketing is growing rapidly, Stephen Weinstein feels it will become more difficult to catch the customers’ attention. The bank has to have a good story and be professional because it will have little time to convey its message.
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Hawk, Kathleen
Full text: [United States Banker] May 1988
Package Inserts: Where Do They Fit in Your Media Mix?
With rising postage rates and paper prices, the cost-effectiveness of package inserts makes them very attractive. Distributing and printing an average insert program runs $60-$70 per 1,000. There are many reasons besides price for adding inserts to a media mix. 1. It is not an overworked medium. 2. Insert programs remain a somewhat “exclusive” marketing medium. 3. Insert programs allow marketers to get one up on the competition. 4. The endorsement of the distributing party is implied. Compared to space, direct mail, or television, insert programs constitute the simplest of media. Inserts are easy to produce and distribute professionally, are economical, and are results-oriented.
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Henry, Leon
Full text: [Target Marketing] May 1988
Going for Broker: What to Look For in a List Broker
Even with the right names, some direct marketing campaigns do not produce enough response because of mailbox clutter. Selecting the right list broker with expertise to market a firm’s product or service is important. Five major attributes of a good list broker are: 1. The broker should understand the product and research any given topic to come up with good lists and not simply ask clients which lists they want. 2. Brokers should be sources of information and should brainstorm to provide additional knowledge after the first contact with a client. 3. Brokers really interested in building a long-term relationship will try to negotiate, offering net-net deals and exchanges. 4. Brokers should have the sophisticated equipment necessary to clean up lists quickly and efficiently. 5. Brokers should take added responsibility and feel more like a part of the marketing campaign to improve results.
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Rossell, Christine A.
Full text: [Target Marketing] May 1988
Envelopes Keep Pace
The envelope has come to represent a proving ground for direct mail programs. It has always had an intrinsic value as a bridge between the product and the target audience. The envelope has been known to make or break a direct mail program. The recent jump in postal rates and the continuing rise in paper costs have caused marketers to scale back on the volume of material included in one piece. Direct mailers are also demanding greater use of color, more flexibility in the printing process, and a higher quality of printing. Flexographic printing, a process utilizing rubber or polymer plates to print envelopes as they go through the folding process, has met with mixed results for direct mail projects. Offset printing, though more expensive, offers a wider array of choices for envelope design. Many marketers are looking to unconventional envelopes to help get their packages opened; however, more traditional envelopes have retained a niche in the marketplace.
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Bencivenga, Dan
Full text: [Target Marketing] May 1988
Direct Mail Campaigns: An Effective Marketing Approach
A growing number of companies are using direct mail campaigns. This type of campaign seeks specific feedback from the potential customer. The direct mail package usually consists of a letter and reply form and may include brochures, gift certificates, or product samples. The direct mail offer, which must be designed for quick and effective presentation, tells customers what they will receive when they respond, describes the product in detail, and states the price and other considerations. The direct mail copy should be clear, brief, courteous, and believable. The reply form also should be simple and straightforward. The envelope should be designed to encourage the reader to open it. It also should look official or personal and should include a “teaser” message. Some techniques that can increase results include: 1. premiums, 2. involvement devices, 3. samples, and 4. sweepstakes. The direct mail campaign will require continuous testing and modification in order to improve cost-efficiency and increase profits.
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Anonymous
Full text: [Small Business Report] May 1988
Evaluating the Effects of Advertising and Sales Promotion Campaigns
Marketing managers must be able to account for a promotional campaign’s effect on a company’s market performance. Accountability is particularly important in industrial marketing. Traditional approaches of accounting for advertising expenditures have focused mainly on the campaign’s direct communication effects. However, industrial advertising can have 3 important effects: 1. direct communication effects, 2. indirect communication effects, and 3. indirect sales-facilitating effects. Empirical data from field research conducted by Rockwell International Corp. to examine these issues reveal that the direct communication effects are perceived to have the smallest market impact of the 3 types. To promote an industrial product successfully, a marketing communication mix is needed. Steps to take include: 1. Make initial benchmark assessments of market characteristics. 2. Develop a communication strategy. 3. Measure the effectiveness of the campaign. 4. Analyze areas where improvements are needed.
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Park, C. Whan
Roth, Martin S.
Jacques, Philip F.
Full text: [Industrial Marketing Management] May 1988
Taking Care Of America: 50 Years Of Philanthropy
By using direct-response advertising techniques, fund-raising has become a $90-billion-a-year industry. Begun in the 1930s, one of the most captivating early campaigns now named the March of Dimes, concerned the fight against polio. This organization’s campaign in the early 1940s took a different approach to raising funds by increasing the emphasis on the collecting of dimes in canisters and door-to-door solicitations, rather than by mail to the White House. The war bond drives of World War II marked a high point in fund-raising since the drives underscored the power of radio as a means of securing donations. However, as fund-raising amounts grew, one of the problems was fraud; a famous case involved the Sister Kenny Foundation, whose exorbitant administrative costs and wasteful methods resulted in convictions and prison sentences for 6 men. In the 1940s, the demand for a surcease of endless solicitations and pressure to work in drives led to the existence of such funds as the United Fund and the United College appeal. Corporate giving, telemarketing, and telethons also have witnessed explosive growth in recent years.
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Olcott, William
Full text: [Direct Marketing] May 1988
Direct Marketing: Then And Now
The principles of direct marketing remain the same 100 years after such pioneers as Richard Sears, Bob Collier, and John H. Patterson paved the way. Today, marketers capitalize on the phenomenon of 2-income families, and offering charge privileges to commercial credit cards is commonplace. Direct marketing did not come into prominence until the 1950s, as the concept of multimedia was born. Using a combination of media for a given direct response campaign showed improved results over a single media sales campaign. There are 8 areas of direct response marketing in which historical development can be traced and compared with today’s methods. These are: 1. direct response television, 2. magazines, 3. newspapers, 4. telemarketing, 5. direct mail, 6. catalogs, 7. zip codes, and 8. computerization. New direct-response methods include: 1. the sending of videocassettes to decision makers in advance of sales calls, and 2. interactive kiosks.
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Stone, Bob
Full text: [Direct Marketing] May 1988
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