Direct Marketing Essay Example for Free

Direct Marketing Essay Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are: 1. Marketing messages are addressed directly to the customer and/or customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses. 2. Direct marketing seeks to drive a specific call to action. For example, an advertisement may ask the prospect to call a freephone number or click on a link to a website. 3. Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium. Direct marketing is practiced by businesses of all sizes — from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization’s bottom line. A recent study by the Direct Marketing Association reports that in 2010, marketers – commercial and nonprofit – spent $153.3 billion on direct marketing, which accounted for 54.2% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $1.798 trillion in incremental sales. In 2010, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2010, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.8 million US jobs. Direct marketing is attractive to many marketers because its positive results can be measured directly. For example, if a marketer sends out 1,000 solicitations by mail and 100 respond to the promotion, the marketer can say with confidence that campaign led directly to 10% direct responses. This metric is known as the response rate, and it is one of many clearly quantifiable success metrics employed by direct marketers. In contrast, general advertising uses indirect measurements, such as awareness or engagement, since there is no direct response from a consumer. Measurement of results is a fundamental element in successful direct marketing. The Internet has made it easier for marketing managers to measure the results of a campaign. This is often achieved by using a specific website landing page directly relating to the promotional material. A call to action will ask the customer to visit the landing page, and the effectiveness of the campaign can be measured by taking the number of promotional messages distributed (e.g., 1,000) and dividing it by the number of responses (people visiting the unique website page). Another way to measure the results is to compare the projected sales or generated leads for a given term with the actual sales or leads after a direct advertising campaign. While many marketers recognize the financial benefits of increasing targeted awareness, some direct marketing efforts using particular media have been criticized for generating poor quality leads, either due to poor message strategy or because of poorly compiled demographic databases. This poses a problem for marketers and consumers alike, as advertisers do not wish to waste money on communicating with consumers not interested in their products. Some of these concerns have been addressed by direct marketers by the use of individual opt-out lists, variable printing, and better-targeted list practices. Additionally, in order to avoid unwanted mailings, members of the marketing industry have established preference services that give customers more control over the marketing communications they receive in the mail. The term junk mail, referring to unsolicited commercial ads delivered via post office or directly deposited in consumers mail boxes, can be traced back to 1954. The term spam, meaning unsolicited commercial e-mail, can be traced back to March 31, 1993, although in its first few months it merely referred to inadvertently posting a message so many times on UseNet that the repetitions effectively drowned out the normal flow of conversation. To address the concerns of unwanted emails or spam, in 2003, The US Congress enacted the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act to curb unwanted email messages. Can-Spam gives recipients the ability to stop unwanted emails, and set out tough penalties for violations. Additionally, ISPs and email service providers have developed increasingly effective Email Filtering programs. These filters can interfere with the delivery of email marketing campaigns, even if the person has subscribed to receive them, as legitimate email marketing can possess the same hallmarks as spam. There are a range of email service providers that provide services for legitimate opt-in emailers to avoid being classified as spam. Consumers have expressed concerns about the privacy and environmental implications of direct marketing. In response to consumer demand and increasing business pressure to increase the effectiveness of reaching the right customer with direct marketing, companies specialize in targeted direct advertising to great effect, reducing advertising budget waste and increasing the effectiveness of delivering a marketing message with better geo-demography information, delivering the advertising message to only the customers interested in the product, service, or event on offer. Additionally, members of the advertising industry have been working to adopt stricter codes regarding online targeted advertising. Any medium that can be used to deliver a communication to a customer can be employed in direct marketing, including: Email Marketing Sending marketing messages through email or Emailmarketing is one of the most widely used direct-marketing methods. One reason for email marketings popularity is that it is relatively inexpensive to design, test, and send an email message. It also allows marketers to deliver messages around the clock, and to accurately measure responses. Online Tools With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response. * Display Ads are interactive ads that appear on the Web next to content on Web pages or Web services. Formats include static banners, pop ups, videos, and floating units. Customers can click on the ad to respond directly to the message or to find more detailed information. According to research by eMarketer, expenditures on online display ads rose 24.5% between 2010 and 2011. * Search: 49% of US spending on Internet ads goes to search, in which advertisers pay for prominent placement among listings in search engines whenever a potential customer enters a relevant search term, allowing ads to be delivered to customers based upon their already-indicated search criteria.This paid placement industry generates more than $10 billion dollars for search companies. Marketers also use search engine optimization to drive traffic to their sites. * Social Media Sites, such as Facebook and Twitter, also provide opportunities for direct marketers to communicate directly with customers by creating content to which customers can respond. Mobile Through mobile marketing, marketers engage with prospective customers and donors in an interactive manner through a mobile device or network, such as a cellphone, smartphone, or tablet. Types of mobile marketing messages include: SMS: (short message service) — marketing communications are sent in the form of text messages, also known as texting. MMS: (multi-media message service) — These messages use elements such as images, video, and audio; Mobile Applications: Smartphone-based mobile apps contain several types of messages. Push Notifications are direct messages sent to a user either automatically or as part of a campaign. They include transactional, marketing, geo-based, and more. Rich Push Notifications are full HTML Push Notifications. Mobile apps also contain Interactive ads that appear inside the mobile application or app; Location-Based Marketing: marketing messages delivered directly to a mobile device based on the users location; QR Codes (quick-response barcodes): This is a type of 2D barcode with an encoded link that can be accessed from a smartphone. This technology is increasingly being used for everything from special offers to product information. Mobile Banner Ads: Like standard banner ads for desktop Web pages but smaller to fit on mobile screens and run on the mobile content network Direct Mail The term direct mail is used to refer to communications sent to potential customers or donors via the postal service and other delivery services. Direct mail is sent to customers based on criteria such as age, income, location, profession, buying pattern, etc. Direct mail includes advertising circulars, catalogs, free-trial CDs, pre-approved credit card applications, and other unsolicited merchandising invitations delivered by mail to homes and businesses. Bulk mailings are a particularly popular method of promotion for businesses operating in the financial services, home computer, and travel and tourism industries. In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. In the United States and United Kingdom, for example, there are bulk mail rates that enable marketers to send mail at rates that are substantially lower than regular first-class rates. In order to qualify for these rates, marketers must format and sort the mail in particular ways – which reduces the handling (and therefore costs) required by the postal service. In the US, marketers send over 90 billion pieces of direct mail per year. Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following database analysis to select recipients considered most likely to respond positively. For example, a person who has demonstrated an interest in golf may receive direct mail for golf-related products or perhaps for goods and services that are appropriate for golfers. This use of database analysis is a type of database marketing. The United States Postal Service calls this form of mail advertising mail (admail for short). Telemarketing Another common form of direct marketing is telemarketing, in which marketers contact customers by phone. The primary benefit to businesses is increased lead generation, which helps businesses increase sales volume and customer base. The most successful telemarketing service providers focus on generating more qualified leads that have a higher probability of getting converted into actual sales. The National Do Not Call Registry was created in 2003 to offer consumers a choice whether to receive telemarketing calls at home. The FTC created the National Do Not Call Registry after a comprehensive review of the Telemarketing Sales Rule (TSR). The do-not-call provisions of the TSR cover any plan, program, or campaign to sell goods or services through interstate phone calls. The provisions do not cover calls from political organizations, charities, telephone surveyors, or companies with which a customer has an existing business relationship. Canada has its own National Do Not Call List (DNCL). In other countries it is voluntary, such as the New Zealand Name Removal Service. Voicemail Marketing Voicemail marketing emerged out of the market prevalence of personal voice mailboxes, and business voicemail systems. Voicemail marketing presented a cost effective means by which to reach people directly, by voice. Abuse of consumer marketing applications of voicemail marketing resulted in an abundance of voice-spam, and prompted many jurisdictions to pass laws regulating consumer voicemail marketing. More recently, businesses have utilized guided voicemail (an application where pre-recorded voicemails are guided by live callers) to accomplish personalized business-to-business marketing formerly reserved for telemarketing. Because guided voicemail is used to contact only businesses, it is exempt from Do Not Call regulations in place for other forms of voicemail marketing. Voicemail courier is a similar form of voicemail marketing with both business-to-business and business-to-consumer applications. Broadcast Faxing Broadcast faxing, in which faxes are sent to multiple recipients, is now less common than in the past. This is partly due to laws in the United States and elsewhere which regulate its use for consumer marketing. In 2005, President Bush signed into law S. 714, the Junk Fax Prevention Act of 2005 (JFPA), which allows marketers to send commercial faxes to those with whom they have an established business relationship (EBR), but imposes some new requirements. These requirements include providing an opt-out notice on the first page of faxes and establishing a system to accept opt-outs at any time of the day. Fax senders must begin complying with these new requirements, which are described in this fact sheet. Roughly 2% of direct marketers use fax, mostly for business-to-business marketing campaigns.[16] Also, due to the popularity of a variety of digital communication methods, the overall use of faxes is less than in the past. Couponing Couponing is used in print and digital media to elicit a response from the reader. An example is a coupon which the reader receives through the mail and takes to a stores check-out counter to receive a discount. Digital Coupons: Manufacturers and retailers make coupons available online for electronic orders that can be downloaded and printed. Digital coupons are available on company websites, social media outlets, texts, and email alerts. There are an increasing number of mobile phone applications offering digital coupons for direct use. Daily Deal Sites offer local and online deals each day, and are becoming increasingly popular. Customers sign up to receive notice of discounts and offers, which are sent daily by email. Purchases are often made using a special coupon code or promotional code. The largest of these sites, Groupon, has over 83 million subscribers. Direct Response TV Direct marketing via television (commonly referred to as DRTV) has two basic forms: long form (usually half-hour or hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form, which refers to typical 30-second or 60-second commercials that ask viewers for an immediate response (typically to call a phone number on screen or go to a website). TV-response marketing — i.e. infomercials — can be considered a form of direct marketing, since responses are in the form of calls to telephone numbers given on-air. This allows marketers to reasonably conclude that the calls are due to a particular campaign, and enables them to obtain customers phone numbers as targets for telemarketing. One of the most famous DRTV commercials was for Ginsu Knives by Ginsu Products, Inc. of RI. Several aspects of ad, such as its use of adding items to the offer and the guarantee of satisfaction were much copied, and came to be considered part of the formula for success with short-form direct-response TV ads (DRTV) Direct Response Radio In direct response radio, ads contain a call to action with a specific tracking mechanism. Often, this tracking mechanism is a call now prompt with a toll-free phone number or a unique Web URL. Results of the ad can be tracked in terms of calls, orders, customers, leads, sales, revenue, and profits that result from the airing of those ads. Insert Media Another form of direct marketing, insert media are marketing materials that are inserted into other communications, such as a catalog, newspaper, magazine, package, or bill. Coop or shared mail, where marketing offers from several companies are delivered via a single envelope, is also considered insert media. Out-of-Home Out of home direct marketing refers to a wide array of media designed to reach the consumer outside the home, including transit, bus shelters, bus benches, aerials, airports, in-flight, in-store, movies, college campus/high schools, hotels, shopping malls, sport facilities, stadiums, taxis — that contain a call-to-action for the customer to respond. Direct Response Magazines and Newspapers Magazine and newspaper ads often include a direct response call-to-action, such as a toll-free number, a coupon redeemable at a brick-and-mortar store, or a QR code that can be scanned by a mobile device — these methods are all forms of direct marketing, because they elicit a direct and measurable action from the customer. Direct Selling Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach potential customers in person, or through indirect means such as Tupperware parties. Grassroots/Community Marketing The door-to-door distribution of flyers and leaflets within a local community is a business-to-consumer form of direct marketing used extensively by restaurants, fast food companies, and many other business focusing on a local catchment. Similar to direct mail marketing, this method is targeted purely by area and community, and costs a fraction of the amount of a mailshot, since it is not necessary to purchase stamps, envelopes, or address lists with the names of home occupants.

Drugs: Hurt Players And Sports Essay -- essays research papers fc

Drugs: Hurt Players and Sports Brett Favre, Diego Maradona, and Darryl Strawberry are all big name sport stars. They all play different sports, but all have the same problem: they tested positive for using illegal drugs. Cocaine, anabolic steroids, and painkillers are just a sample of drugs found in sports. Cocaine is described this way, â€Å"It makes you feel like you can do anything, and for athletes who long to be in control all the time, that's a strong temptation† (Coffey 1). Anabolic-androgenic steroids are synthetic forms of hormones that produce muscle faster (Rozin 176). Over fifty percent of the players in the National Football League are weekend or recreational users of cocaine (Burwell 1) . Forty-four Olympians have been caught with steroid use since 1972 (Corelli 28). Through Favre's painkillers, Strawberry's and Maradona's cocaine, one can see that drugs hurt the athletes as well as the sport. First Brett Favre, who was the Most Valuable Player in the National Football League last season, entered a drug abuse center for his addiction to Vicodin, a very strong painkiller (Plummer 129 ). Favre had problems because of Vicodin. Favre suffered a seizure in February while in surgery to repair a broken bone. The seizure resulted from the abuse of the painkiller (Howard 1). Favre states, â€Å"I went to Topeka, because the pills had gotten the best of me† ( qtd. in Plummer 129). Favre's daughter Brittany asked his wife Deanna, â€Å"Is he going to die?† (qtd. in Plummer 129). He not only scared himself but his family as well. Favre not has to submit up to ten urine tests a month. His losses were internal as well. â€Å"It is kind of embarrassing,† says Favre; â€Å"I will do whatever it takes† (qtd. in Plummer 133). He spent several weeks in rehabilitation but was not be fined or suspended. If caught again his charge will be a four game suspension with loss of pay. Another famous athlete, Diego Maradona, was once considered the most skilled soccer player in the world. Now he is considered a loser. Maradona was banned from international soccer play for testing positive for cocaine. Shortly after that, he was arrested for cocaine possession (Longman 1). The fifteen month suspension ended in time for Maradona to play in the 1994 World Cup. He was then caught with five illegal drugs in his system. One doctor cal... ...re greater than ever and fines are outrageous. The chance to play and perform must outweigh the desire to experiment with drugs and suffer the painful consequences of drug abuse. Works Cited Burwell, Bryan. "The NFL Confronts the Burgeoning Drug Crisis." Social Issues Resources Series August 21, 1983, Article #54 Volume 2. Coffey, Wayne. â€Å"Cocaine Back in Sports News, and Many Ask About Bias' Death.† New York Daily News. May 20, 1996. "Cornered Kicker." Sports Illustrated. July 11, 1994. Volume 81. Corelli, Rae. "The Drug Detectives." Maclean's . July 22, 1996, Volume 109. Longman, Jere. "Maradona's Suspension Disappoints U.S. Team" New York Times. July 1, 1994. Milwaukee Journal Sentinel. â€Å"Packers QB Favre Enters Substance Abuse Program.† May 15, 1996. Plummer, William. "Beating the Blitz." People. October 28, 1996. Rozin, Skip. "Steroids and Sports: What Price Glory?" Business Week. October 17, 1994. Sports Illustrated. "Cornered Kicker." July 11, 1994. Volume 81. Verducci, Tom. "The Hard Price of Hard Living." Sports Illustrated.. February 27, 1995. Volume 82.

Cricket and Politics Essay

In South Asia during 1880-2005 politics gained an unusual bedfellow. Cricket was introduced to India by Great Britain for a purpose that was widely discussed. Some believed cricket brought their people together and unified different castes and cultures within India and Britain, some believed the sport was just another way for the British to rule over India and appear superior, and others criticized the religious nature present in many of the tournaments. This issue could be better understood by including an article by a British commoner who participated in the Quadrangular Tournament to make it evident that they really did want to spread religion and it wasn’t an overreaction by the Hindus or Muslims. It would also be conducive to include an article written by an Indian ruling elite who was the main source of any sort of political power or political relations with British elites so the reader can get a greater understanding of the actual role of cricket in politics and to experience if there were any conflicts over the solve issue of cricket during political debates. To begin with, there were those individuals that believed cricket was a unifying force and was purposeful in bringing everyone together to just play a sport. These people had little commentary on any relation cricket could have had to politics whether there was a huge relation or not. In document 3, an English cricketer tells how he believes cricket has a huge effect on the colonization of Britain. He says how cricket has the power to unite â€Å"the rulers and the ruled† and that it provides many different values to its players. In document 4, an Indian social reformer tells of a situation where a group of upper-caste cricket players allowed a low-caste player onto their Hindu team and how the sport of cricket has really played a huge role in the unification of the Indian people. Since the author of this document is a social reformer for the Indian newspaper they would want to show that they are of course doing their job as a reformer and putting out effective reforms. This could have been a type of reform that was forced on the upper-caste members to allow new members of different castes into their teams. They also wanted to show Indians that their country looked good and was respected in that they said, â€Å"let India cease to be the laughing stock of the whole world. † In document 5, another point of view is shown that clearly demonstrates how cricket gives a brotherly feel to those who participate even if they are of different religions. Muhammad Ali Jinnah was the first leader of Pakistan and writes how Muslims should be rejoiced when winning championships of cricket. He uses absolute speech here showing he clearly has a side as to which team needs to be brotherly toward the other. Saying the Muslims will definitely win the tournament makes it evident that they are not brotherly at all and that in fact one is clearly trying to rise above the other. In document 10, a very indecisive chairman of the Pakistan Cricket Board leaps back and forth between whether the cricket games should lead to war or whether it brings people together. He clearly talks of India and Pakistan as two different people and places. He also probably had to be extremely careful with his words due to the fact that this was an interview and words could be twisted. This could have been why he was jumping back and for with his opinions and had a very scattered and unclear opinion. In addition, there were those who looked at cricket as a way for British to rule over India even more and expand the cloud of influence they had over Indian affairs. In document 2, a picture and caption is shown of the Prince of India that was shown in the London newspaper. This picture depicts the Prince having a relaxing time playing cricket in a proposed visit to England, it should be taken into account that the trip has not been taken yet. The paper speaks on his behalf saying he is thrilled to be joining the English players and that the team, in turn was excited to receive him. In document 1, the Indian cricket players signed a petition and sent it to the governor of Bombay, India. The petition was asking for the Indian cricket team’s fields back that were using it for polo. This was tearing up the fields and destroying them for the cricket team. Since the team contacted the governor it shows that this was a political issue and that the sport was becoming a matter of the government. It also shows that the British had dominant control on what happened on the field and that they had first pick. Since British ruled India, this was just another advantage they had over India. The author could have also been trying to make cricket look like a more important sport than polo so that they could get their field back. In document 6, an Indian Natore XI cricket club supporter writes an article for their monthly magazine. Of course, since he is writing the article for the Natore XI he is bound to speak very highly of the club and emphasize his want for them to have their equality against the English cricket teams especially during the years of 1925-1926 when tensions could have been assumed to be high in India and Britain as India was pushing for independence. Finally, Indians and Pakistanis were angered by the continued involvement of religion in the cricket games during post-independence times. In document 7, the Indian sports journal, complains about increased involvement of religion in the Quadrangular cricket tournaments. The editorial complains that religious fanaticism is resent at games and that this has disturbed the peace but at the same time, the author refers to the field as sacred bringing a religious vibe into their own writing. British and Indian religions were very different and the author could have been supporting Indian religion because their audience was mainly Hindu or Muslim and not the British religion of either Christian or Catholic. In document 8, Gandhi, an independence leader, speaks strongly of the Quadrangular tournaments and how he agrees that they should be stopped due to the religious issues. Gandhi supported peace and wanted independence for India but most likely did not want to see it be done this way. He supported the Hindu’s and spoke of how Colleges and Institutions should be playing against each other and not religions. Gandhi does not address the political nature of cricket and tells of sportsmanship which was never really present in cricket. In document 9, a Hindu nationalist is quoted in the newspaper Muslim India and speaks of how it is not right that the Muslim Indians are not cheering for their own country but instead for Pakistanis because they are Muslim. This shows more religious involvement in the games making it evident that it’s not about the game of cricket but more about who it is getting ahead and what religion wins. The nationalist could be trying to encourage the Indian Muslims to have more pride for their country and be shaming them into supporting the Indians instead of the Pakistanis. In conclusion, cricket was a huge factor in politics and had many different point of views on how it impacted life in India and Britain. Some were shaken by the political and religious nature and others felt it was a great way to bring people together whether rich or poor. In all, cricket was more than just a game and greatly impacted British and Indian/Pakistani relationships.

Essay Portrayal of Arabs in Biased American Media

Some American Media outlets prove to be biased; the information they mediate through discourse pictures and videos are often slanted. In order to be able to recognize the impartial from the one-sided opinion, and in order to learn how language, images and videos work to create meaning, one should rely on the science of semiotics. This paper will apply a semiotic approach in analyzing the attacks directed to Arabs by some biased American Media outlets. The first part will deal with discourse and will explain some properties in language; the second part will be devoted to images and to their Machiavelli use in achieving meaning; in the third part, it will attempt to decipher the hidden information in videos. The misrepresentation of Arabs†¦show more content†¦The goal behind assimilating the words is primarily political. â€Å"Demonizing† Arabs and Muslims can, for example, legitimate the American intrusions in Iraq, Pakistan and Afghanistan. In the near future it is probably going to be the turn of Iran, for it has recently been accused of being linked to the 9/11 attacks, according to a CNN news bulletin aired on December 15, 2011. Establishing a connection between the three terms Arabs, Muslims and terrorists is hardly a new phenomenon; the West defines the periphery because it is different from the center. The definition of the periphery is the definition of what the center does not look like. A research conducted by the American-Arab Anti-Discrimination Committee in 2003 shows a few other examples of statements directed to both Arabs and Muslims that connote irony. The New York Post referred to Muslims as missionaries who wanted to take over the American land. â€Å"The ambition to take over the United States is hardly a new one. The first Islamic missionaries from abroad arrived in the 1920’s and unblushingly declared, ‘Our plan is, we are going to conquer America.† (Ibish 127) This statement, written by Daniel Pipes, does not require considerable efforts to grasp its meaning; it is highly connotative. Arabs have been planning to conquer the USA since 1920s, like in a religious crusade. Though the veracity of the statement is unsubstantiated, this description would eventually be branded in the interpretant’sShow MoreRelatedMedia s Portrayal Of Islamic Extremists During The Middle East1178 Words   |  5 Pagesdeaths occurred in the Paris and San Bernardino attacks. Tensions between the U.S. and Islamic extremists have not yet subsided. Americans receive information regarding Islamic extremists through the media, from which they form opinions on what the U.S.’s foreign policy with the Middle East should be, which affects military spending. 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