Imc Notes Chapter 6-12

Chapter 6) * Direct Marketing: A marketing system for developing products, sending messages directly to consumers, and accepting orders through a variety of media, and then distributing the purchase directly to consumers. * Direct response advertising: Advertising placed in a medium that generates an immediate and measurable response from the intended market. * Direct Mail: A printed form of direct response advertising distributed by Canada Post or independent delivery agents. * Direct response Television (DRTV): Advertising that appears on television and encourages viewers to respond by telephoning a toll-free number, by mail, or online; often referred to as infomercials * Direct Response print: an ad in print media that issues a direct call to action via a toll-free number, return mail address, or website * Telemarketing: The use of Telecommunications to promote the products and services of a business; involves outbound calls (Company to consumer) and inbound calls (Customer to Company) * Catalogue: a reference publication, usually annual or seasonal, distributed by large retail chains and direct marketing companies. * Data Management: * Internal Data sources * Collecting Data * Accessing Data * Data Mining: the analysis of information to determine relationships among the data and enable more effective marketing strategies to be identified and implemented * External Source * List Broker: A company specializing in finding or developing lists of direct response purposes: finds prospects list based on target market criteria established by marketing organizations * Merge/Purge: A process in which numerous mailing list are combined and then stripped of duplicate names * Response List: a list of direct mail buyers who have previously bought based on direct response offers * Circulation List: A publications subscription list that