Direct Marketing Principles: Media Implementation, Consumer Response, and Database Management

Flashcard

Learn Mode

Match

Library

Create

Flashcards

Library

Match (Coming Soon)

Business - Advertising

andrsonztdc Created by 10 mon ago

Cards in this deck(36)

Interactive use of advertising media to stimulate an _____ behavior is known as direct marketing.

In direct marketing, behavior data is _____, recorded, analyzed, and stored for future retrieval and use.

Direct marketing uses _____ media for implementation.

Media used to seek a _____ response from the consumer is known as direct response media.

Examples of direct response media include mail, phone, interactive TV, print, internet, mobile devices, and _____ media.

The use of direct response media differs depending on whether the identity of an individual within the target audience is _____.

A _____ is a listing of company data to be used for direct marketing purposes.

Database marketing involves the use of specific info about individual customers or prospects to implement more effective _____ communication.

Organizations update their database with transaction info, marketing comm activities, warranty cards, surveys, consumer/trade shows, inbound communication, and internet _____ behavior.

A key factor of success for a customer database is keeping it current by purging old or inactive customers and _____ frequently.

The RFM scoring method is used for seeing _____ purchase patterns.

Loyalty programs contain a significant amount of info on consumer _____ patterns.

Extensive and advanced statistical analysis permits marketers to identify specific audiences for which a customized and/or personalized _____ or promo is targeted.

Customer relationship management (CRM) involves marketers developing and maintaining a significant amount of info about their _____.

To make good direct marketing programs, companies will determine whom to target using a database, what the program's objectives will be, and what direct response media strategy will be _____.

For databases containing current customer purchase history, direct marketers can attempt to influence the rate, amount, or timing of purchases and _____ consumption.

In a one-step approach, the medium is used to directly obtain an _____.

An example of a one-step approach is where a TV ad will try to get you to call a number to order something _____.

A two-step approach involves the use of more than one _____.

A successful direct mail program relies on a database that may be a purchased mailing list comprising relevant _____ info.

Unwanted emails received by consumers are commonly referred to as _____.

In direct response advertising, a product is offered and a sales response is solicited through either a _____ or _____ approach.

A commercial that is 3-60 minutes long is known as an _____.

Infomercials are usually produced by advertisers and are designed to be viewed as regular _____ shows.

The two types of telemarketing are outbound telemarketing and _____ marketing.

Outbound telemarketing involves calls made by a company to a buyer or _____.

Inbound telemarketing occurs when a company has advertised its toll-free number or website address, asking for _____.

CPO stands for cost per _____.

Cost per order means advertisers can evaluate the relative effectiveness of an ad in only a few minutes based on the number of _____ generated.

Customer lifetime value calculates the potential _____ the company generates from a customer.

The six characteristics of a loyalty program that are consistent with the structure of promotional decisions described in the textbook are objective, strategy, tactic, time frame, incentive, and _____.

The points pressure mechanism occurs when consumers earn points and then realize they are close to achieving a reward level, prompting them to make additional _____ to achieve it.

The rewarded behavior mechanism occurs after reward _____.

The reward behavior mechanism occurs after reward redemption because this process contributes to positive _____ and behavioral responses.

The personalized marketing mechanism occurs with the use of _____ marketing activities.

Rewards with respect to privilege, access, and info are very important for fostering strong _____ over time.

Ask Our AI Tutor

Get Instant Help with Your Questions

Need help understanding a concept or solving a problem? Type your question below, and our AI tutor will provide a personalized answer in real-time!

How it works

Ask any academic question, and our AI tutor will respond instantly with explanations, solutions, or examples.

Get Started

Browse questions and discover topic-based flashcards
Practice with engaging flashcards designed for each subject
Strengthen memory with concise, effective learning tools

Discover By Topic

Direct Marketing Principles: Media Implementation, Consumer Response, and Database Management

Related Decks