莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_04.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 4Action and Interaction: Direct Response and PromotionsCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key ObjectivesIdentify the functions and key elements of direct-response communication.Explain the importance of promotion.Describe multiplatform promotions and explain how they are used.Discuss databases and their importance to consumer and brand interaction. Chapter Opener: Direct Response Reaches a Global MarketThe Katla Food’s “Message in a Bottle” campaign is an example of an award-winning idea that reached a global market with a direct-response and promotion program. Functions and Elements of Direct-Response Communication Direct-Response Communication (DRC) (1 of 2)Makes personal interaction between an organization and its customers or members possible.Also referred to as direct-response marketing.A multichannel business practice that uses a variety of media with customers and prospects who deal with each other directly. Direct-Response Communication (DRC) (2 of 2)DRC is all about action.Business and nonprofits use it to reach key audiences and encourage them to respond in some way.NGOs use DRC to generate donations, memberships, and volunteers.DRC opens opportunities for interactivity. Principle (1 of 3)Direct-response communication may have higher costs per impression than mass media, but it is less expensive in the long run because its messages are tightly targeted to reach prime prospects. Who are the Key Players? Advertising agencies: department or separate direct-response company owned by the agency.Direct marketing agencies: independent, full-service agencies specializing in direct response.Service firms: printing, mailing, list brokering, data management.Fulfillment houses: ensure that consumer requests are fulfilled in a timely manner. Key Elements of DRC (1 of 4)There are two sides to DRC:It involves communication