Chapter 6 - Designing and Employing Print

Question 1

Direct Mail as a Print Medium

Answer 1

• Direct mail is catered to the individual
• Print media such as magazines and newspapers convey direct response advertising to group of individuals in a “package”

Question 2

Direct Mail as a Print Medium (cont.)

Answer 2

• Continues to be the dominant medium that is used for direct response adverterising
  
  • ​*Advantage: *selectivity & personalization; flexibility (many formats); most suitable for testing (near-perfect random sample);
  • Disadvantage: the most expensive meduim per prospect reached

Question 3

Marketing Segmentation of Direct Mail

Answer 3

• Databased mailing list are often the ditribution vehicle for direct mail.
• Prospects and segments can easily be indentified in an efficient manner
• Database are at the heart of direct mail as a print medium

Question 4

Catalogs

Answer 4

• Vital and productive format of direct mail
• Today’s catalogs rely on databases to target specialized product lines to most likely-interested market segments
• Catalogs are not confined to consumer products, are used in business-to-business distribution

Question 5

Syndication Mailings

Answer 5

• Syndication direct mail, usually arranged by an intermediary between the producer and the seller, involves the offering if a product to an established customer list.
• Common users:
  
  • ​publishers, oil companies, bank credit cards, department stores, catalog merchandisers
• ​Syndication can provide a unusually high rate of return for nominal investment.

Question 6

Couponing

Answer 6

• Coupons convey an offer by a manufacturer or retailer that includes an incentive for purchase of a product or service in the form of specified price reduction
• Objective: To modify buyer behavior
  
  • ​To induce customers or prospects to try a new product
  • To convert occasional users to regular customers to try new product
  • To conver occasional users to regular customers and to increase sales so as to warrant greater display of the product by the retailer

Question 7

Cooerative Mailings

Answer 7

• Provides participatnts opportunities to reduce mailing costs in reaching common prospects
• Ride-alongs: a direct marketer might include one or more non-competing offers with a catalog or individual mailing

Question 8

Statment/Invoice Stuffers

Answer 8

• Bills and reminders statments mailed to customers provide an opportunity for merchandising offers of products and services
• Cost is relatively low
• Deliverability is assured
• Readability is high
• Market segmetation possibled

Question 9

Package Inserts

Answer 9

• Relative to suffers, offers the advantage of arriving at a time when the recipient has just consummated a purchase
• Cost is same as billing inserts
• Large volume is potentially avaible

Question 10

Take-One Racks

Answer 10

• Locations:
  
  • ​supermarkets. resturants. drug stores. transportation terminals, or other high traffic locations
  • Advantage is, those who voluntarily take a promotion piece from the rack are usually more than casually interested
    
    • ​redemption rate relatively high

Question 11

Magazines as a Print Medium

Answer 11

• Market Segmentation
  
  • ​Certain magazines are available in demographic editions describing market segments
  • Demographic editions of magazines are directed to market segments such as women, college students, and business executives, and gardeners

Question 12

Categories of Magazines

Answer 12

• General Mass - high circulation and low cost per thousand readers
• Women’s Service - heavy circulation and low cost per thousand readers
• Shelter - selected demographics and increased cost per thousand circulation
• Special Interest - high selected demographics and life style definition
• Business - published for specific business readers

Question 13

Magazine

Answer 13

• Advantages
  
  • ​reach mass or class audiences
  • excellent reproduction at relatively low cost
  • relatively long life and many readers per copy
• ​Disadvantages
  
  • ​less space to tell a story
  • closing dates considerable in advance of the issue date
  • varied distribution leads to slower response

Question 14

Magazines

Answer 14

• Position
  
  • ​Front protion is preferable
  • Right hand page is better than a left hand page
  • Coupons should be on the outside margin
• ​Timing
  
  • ​Usually follows normal direct marketing cycle
  • Strongest response in Jan-Feb & Sept - Oct
  • Poorest response in June-July

Question 15

Newspapers as a Print Medium

Answer 15

• Market Segmentation
  
  • ​Not as finely segmented as other mediums
  • Opportunities through:
    
    • ​urban Vs. rural, dailies vs. weeklies, morning vs. evening editions.
  • ​Placement of direct response advertisements
    
    • ​such as in the sports, television, comic section
    • can also serve to select specific types of readers

Question 16

Categories of Newspaper Advertising

Answer 16

• Run-of-paper (ROP)
  
  • ​Most are small or appear in specific mail-order sections of newspapers - a.k.a “space ads”
• ​Preprinted inserts
  
  • ​Typically in Sunday editions or Wed. & Thur.
  • Preprinted by the direct response advertiser
• ​Syndicated Sunday supplemets
  
  • ​Large circulation and great deal of flexibility at relatively low cost
  • Variation: comic section

Question 17

Newspapers

Answer 17

• Advantages
  
  • ​short closing dates
  • fast response
  • wide variety of formats
  • broad coverage
• ​Disadvantages
  
  • ​Poor print quality
  • Limited color

Question 18

Newpapers (cont.)

Answer 18

• ​Position
  
  • ​Placement according to like editorial
    
    • ​Example: Feneral service next to the obituaries
• ​​Timng
  
  • ​Sunday editions are read more leisurely and in a family setting
  • Morning editions more appropriate for retailers
  • Wed. and Thur. Better for grocery ads