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business
marketing research 13th
Direct Marketing In Practice (Chartered Institute Of Marketing (Paperback)) 1st Edition Matthew Housden Brian Thomas - Solutions
At what level is media type testing evaluated?
What is the most important factor to test?
What can we test?
Why is testing in direct marketing so important?
Select a direct response press advertisement. Using the fifteen rules for successful direct marketing write a critique of the advertisement.How would you improve the advertisement?
What is the role of follow-up in boosting response?
What are the characteristics of a good response device?
How do additional enclosures help build response?
What is the role of the sub-heading in a letter?
List the five myths of mail letters.
How can we make envelopes more impactful?
Why should reversed-out body copy not be used?
What is the best typeface to use for body copy?
What is a one-stage and two-stage communication process?
How do we select the right medium to target customers?
What are the key factors in creating a direct response advertisement?
Outline and describe the three types of advertising.
Outline the communications planning process. What is the desired sequence of events in any direct communication?
What is the impact of creative on response management?
What is the nine-stage process for the creative process?
What are the benefits of long copy and when should long copy be used?
What is the key success factor in creative execution?
For a company of your choice, select an advertisement that offers an incentive to respond.• How does the offer reinforce the positioning of the product?• Would the offer cause you to respond?• Is the offer appropriate to the target market?• What other incentives could have been used?• How
What is the role of testing in the use of offers?
What types of incentives are available to direct marketers?
What are the differences between a prize draw and a competition?
How can we pre-select the quality of enquiries?
Define positioning. How is positioning used in direct marketing?
What is the value of testimonials?
Why is direct debit and continuous card authority so useful to direct marketing?
What is a BOGOF?
What is the key factor in deciding an offer?
What is an offer?
What is a newsgroup and how can newsgroups be used to develop an online presence?
List and describe three ways of attempting to ensure secure transactions over the Web.
What is the underlying factor for success for any business?
List three critical success factors in Web site implementation.
Why is it important to develop an offline strategy for promotion?
List three ways of promoting your Web site online.
What is an Intranet? List the ways that an Intranet can help a business.
How should we measure the impact of Internet business?
What is a banner advertisement and how does it compare to a button or superstitial?
Explain why there is reluctance to get involved in the Internet.
What are the three main applications of the Internet in business?
What is Metcalfe’s law?
Explain why encryption is important in Internet commerce.
What is viral marketing? What are its strengths and weaknesses?
What are the differences between a search engine and a directory?
List two sources of information on the use of the Internet.
Select an advertisement with links to a Web site. Using the address, follow the link to the sites.• Answer the following questions.• How does the online brand compare to the offline execution?• How user friendly is the site?• Does the site offer online transactions?• If so, how
When should we use a direct marketing agency?
How do we calculate break-even on a direct marketing campaign?
Why are the lowest cost direct marketing media not always the most effective?
List three ways of reducing costs in magazine advertising.
What is the role of a media-buying agency?
Explain Sainsbury’s square root principle.
List the strengths and weaknesses of at least three direct marketing media.
What makes a good media plan?
What is TGI? How can it help the direct marketer?
What are the six questions the direct marketing media planner should answer when planning a campaign?
What is the most important factor in the planning process?
Explain the direct marketing planning process. How does it differ from the awareness approach?
What is the main difference between awareness and response advertising?
What are the advantages of media integration?
Explain why relevance is vital in the process of delivering marketing.Why is this leading to an increase in the use of direct marketing media?
Your company is a provider of financial services in the UK. You have been asked to launch a new flexible mortgage product. The target market is affluent 35–45 year olds with an outstanding mortgage balance of over £100,000. You need to acquire 25,000 customers to reach the financial targets for
You are a local restaurant manager who has recently been on a training course run by the Institute of Direct Marketing on direct and database marketing. You have decided to set up your own marketing database on your business PC using Access.• What information would you keep on the database?•
What is data mining?
What external data sources are available to help enhance internally generated data?
What is RAM?
What are the advantages of microcomputers in managing the customer database?
What are the characteristics of a marketing database that allow various applications to be supported?
What is de-duplication?
List five sources of external data.
What are the four types of data required to maintain customer relationships?
What is CHAID analysis?
List four techniques that help us segment the marketing base.
Why do we segment the customer base?
What is the Pareto principle and what is its relevance in direct marketing?
List five common uses of a marketing database.
Where do we obtain data to populate the database?
What are the benefits of using a marketing database and what are the difficulties?
What are the main segmentation variables used in dividing the market? What impact do these variables have on:• products • media choice• offers • messages?
Describe the market segments that are available to a company in one of the following markets:• travel • beauty products• desktop PCs • financial services.
What is the main purpose of segmentation?
How should direct marketers use the concept of the ladder of loyalty?
What is an advocate and what are the implications of this description for direct marketing?
List five rungs of the ladder of loyalty.
Who provides profiling services to business-to-business markets?
What is an enumeration district?
What are the two main uses of lifestyle data?
What are the three main uses of demographic data?
What are the two types of external data available for profiling?
What are the four ways of creating marketing segments?
List five consumer segmentation variables.
Define segmentation.
Why should we gather data about customers?
Select a company of your choice. Using the Internet, find out as much as you can about this company and its markets. What are the strengths and weaknesses of the Internet as a research tool?Go to the Dun & Bradstreet Web site (www.dunandbradstreet.com). What are the benefits of the online service
What organization manages the market research profession in the UK?
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