Blog 12
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Focus on research: marrying direct response analysis and mar
[title]Focus on research: marrying direct response analysis and marketing research[/title]
Financial services firms may become better marketers by combining direct marketing process and market research. Whereas both disciplines are similar in approach (objective, analytical, using similar design methods) the direct marketer is more of a tactician, while the market researcher provides needed illumination of data results. Research can enable direct marketers to define target markets more accurately, suggest more successful ways for direct marketers to position new products, and improve upon pricing and packaging techniques.
Full text: Bank Marketing, Nov 1987
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Lloyds is banking on direct mail
[title]Lloyds is banking on direct mail[/title]
Full text: Marketing, Jul 18, 1988
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THE UNIDENTIFIED AUTHORITY COP OUT
[title]THE UNIDENTIFIED AUTHORITY COP OUT[/title]
Unidentified authority statements are used in direct mail sales copy to back claims of superiority. The use of such statements should be reduced but not eliminated because they often are needed. When copywriters use unidentified authority statements, they are trying to have speculation masquerade as fact. However, copywriters should not use unidentified authority statements if an identifiable authority or fact exists. Nevertheless, when direct response writers must claim superiority without supporting evidence, an unidentified authority statement may be the best approach. Any other use of the statement is an admission of creative defeat. Writers should be careful to ensure that using the unidentified authority statement will not result in attributing an opinion or fact to the wrong source.
Full text: Direct Marketing, Feb 1988
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No-annual-fee card in Neb. quietly grows to 78,000
[title]No-annual-fee card in Neb. quietly grows to 78,000[/title]
Since 1985, Commercial Federal Savings (Omaha) has promoted a 17%, no annual fee credit card with a 25-day grace period using only direct mail, and won 78,000 accounts in the process. Two of Commercial's rivals, First National Bank and FirsTier, are using newspaper ads to promote 14.9% cards.
Full text: Bank Rate Monitor, Mar 28, 1988
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Pinellas County Committee of 100 gets new director
[title]Pinellas County Committee of 100 gets new director[/title]
CLEARWATER - The director of the Dade County Industrial Development Authority has been hired to take over the reins of the Pinellas County Committee of 100. John Haley will head up a revitalized industrial recruiting effort for the non-profit group, including a new $125,000 marketing effort. ``We're talking about direct mail and trade magazine ads and basically being more pro-active in seeking out new business,`` said Joe Wheeler, president of Barnett Banks of Pinellas County and chairman of the committee.
Full text: St. Petersburg Times, May 12, 1988
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Marketing news: Columbus thrift issues booklet on home equit
[title]Card marketers start sharp shooting[/title]
With the saturation of the credit card market, card marketers have switched from a mass-media approach to strategies designed to get current cardholders to use their cards more, and to reach overlooked market niches. Print and electronic advertising are being fine tuned to sell affinity cards, card enhancements, special-event sponsorship, and premium cards. National card issuers increased their radio, print, and television spending from $195 million in 1986 to $217 million in 1987. Visa has focused on special-event marketing, helping sponsor such events as tennis matches and the Olympics. Citicorp (New York City) is using television ads to promote a toll-free line number which can be used to provide emergency help to its cardholders.
Full text: Credit Card Management, Jul 1988
http://www.internetmarketingtoolshq.com/ -
After Glass-Steagall: some guidelines for developing marketi
[title]Packaged Goods Marketers Think Direct[/title]
Traditionally, packaged goods firms have found that direct marketing attracts too narrow an audience with too great a turnaround time. Whenever packaged goods companies have used direct marketing, they have relied on heavy saturation as a way of dropping coupons. Despite the amount of business generated by coupons, their effect often is only transitory. Packaged goods companies are seeking to develop brand commitment among consumers. While print and broadcast advertising creates a positive image, it does not speak to consumers on a one-to-one basis. To fill that void, many large packaged goods firms are looking to direct marketing. For example, General Foods has designed the LightStyle Club, a direct mail club, for its Crystal Light product. As packaged goods companies become more involved in direct marketing, they may look to outside databases to help develop new customers. Retailers may be the greatest source for consumer information.
Full text: Target Marketing, Oct 1988
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How To Avoid 7 Deadly Sins
[title]8 ways to get better results (direct-mail)[/title]
Full text: Bank Marketing, Nov 1988
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Fax To The Max: How Marketers Are Finding Ways To Use Facis
[title]Euro Direct[/title]
Numerous proposals before the Council of Europe will alter direct marketing in 1992. Direct marketing will expand across Europe as it offers the opportunity to target and segment consumer groups. Established US multinationals such as Readers' Digest and Xerox are successfully using a worldwide network, regional production bases, and national fulfillment points. They use a single global positioning message and then tailor themselves to local markets. The Franklin Mint uses nationals steeped in local culture to help distinguish differences in taste among European countries. A database of 6 million names in Europe is used for targeting. Some brands such as Sony and IBM are desired all over the world, but there is no agreement on standardizing features of products. Financial services seem to be naturals for expansion in Europe through direct marketing. Satellite television and interactive teleshopping are emerging direct marketing strategies.
Full text: Marketing, Nov 3, 1988
http://www.internetmarketingtoolshq.com/ -
Addressing Unit Helps Mailers Duck the Junk Mail Label
[title]Spanish-Language WQBA-FM Miami Lets Advertisers Foot Promo Bill[/title]
Spanish-language radio station WQBA-AM-FM Miami has designed an ad program which combines Spanish radio spots and Spanish-language direct mail.
Full text: Variety, Feb 8, 1989
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