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Designing and Employing Print
Copyright© 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 6
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Please Note:
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Opening Vignette
Zoo’s News
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Direct Mail as a Print Medium Direct mail is catered to the
individual Print media such as magazines and
newspapers convey direct response advertising to groups of individuals in a “package”
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Direct Mail as a Print Medium
Continues to be the dominant medium that is used for direct response advertising Advantages: selectivity &
personalization; flexibility (many formats); most suitable for testing (near-perfect random sample);
Disadvantage: the most expensive medium per prospect reached
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Market Segmentation of Direct Mail Databased mailing lists are often
the distribution vehicle for direct mail
Prospects and segments can easily be identified in an efficient manner
Databases are at the heart of direct mail as a print medium
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Catalogs 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
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Syndication Mailings Syndication direct mail, usually arranged
by an intermediary between the producer and the seller, involves the offering of 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.
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Couponing 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
and to increase sales so as to warrant greater display of the product by the retailer
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Cooperative Mailings Provides participants 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
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Example of Cooperative Mailings: ValPak
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Statement/Invoice Stuffers Bills and reminder statements mailed to
customers provide an opportunity for merchandising offers of products and services
Cost is relatively low Deliverability is assured Readability is high Market segmentation possible
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Package Inserts Related to stuffers, 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
available
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Take-One Racks Locations:
supermarkets, restaurants, 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
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Magazines as a Print Medium
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
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Example of Targeted Magazine: Inspirations
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Categories of Magazines 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 - highly selected
demographics and life style definition Business - published for specific
business readers
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Magazines 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
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Magazines Position
Front portion 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
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Newspapers as a Print Medium
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 sections can also serve to select specific types of readers
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Example of a Targeted Newspaper: Kidsville News!
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Categories of Newspaper Advertising
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 supplements Large circulation and great deal of flexibility at
relatively low cost Variation: comic section
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Newspapers Advantages
short closing dates fast response wide variety of formats broad coverage
Disadvantages Poor print quality Limited color
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Newspapers Position
Placement according to like editorial Example: Funeral service next to the
obituaries Timing
Sunday editions are read more leisurely and in a family setting
Morning editions more appropriate for retailers
Wed. and Thur. Better for grocery adsCopyright© 2010 Pearson Education,
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Case Study
Newport News
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