Marketing Communications

418 CHAPTER 12 BRAND ACTIVATION 8 Th e Nielsen Company (2011), ‘Shopping & Saving Strategies Around the World’, http://www.n ...

REFERENCES 419 33 Kardes, F.R., Cline, T.W. and Cronley, M.L. (2011), Consumer Behavior: Science and Practice. Mason, OH: South- ...

420 CHAPTER 12 BRAND ACTIVATION 65 Grocery Incentive Study 2002. New York: Th e Promotion Marketing Association, http://www.pmal ...

REFERENCES 421 102 Hultén, B., Broweus, N. and van Dijk, M. (2009), Sensory Marketing. London: Palgrave Macmillan. 103 http://ww ...

Chapter 13 Direct marketing Chapter objeCtives This chapter will help you to:  Understand what direct marketing communication ...

DIRECT MARKETING AS A MARKETING COMMUNICATIONS TECHNIQUE 423 Introduction The success of direct marketing originates from the co ...

424 CHAPTER 13 DIRECT MARKETING There are a number of fundamental differences between direct marketing media com- munications an ...

OBJECTIVES AND TARGET GROUPS 425 Martin Hayward, former Director of Strategy and Futures at Dunnhumby UK, formulated it as follo ...

426 CHAPTER 13 DIRECT MARKETING As the roots of direct marketing lie in the mail order industry, many authors argue that the rea ...

OBJECTIVES AND TARGET GROUPS 427 Caja Madrid, one of the oldest Spanish Saving Banks, launched a new investment management portf ...

428 CHAPTER 13 DIRECT MARKETING The role of direct and database marketing in achieving higher levels of customer loyalty is not ...

DIRECT MARKETING MEDIA AND TOOLS 429 Figure 13.3 Direct marketing media and tools focused website Digiday found that marketers w ...

430 CHAPTER 13 DIRECT MARKETING Direct response print advertising is not addressable and not individually targeted at one single ...

DIRECT MARKETING MEDIA AND TOOLS 431 Direct response television advertising Direct response television (DRTV) uses TV as a mediu ...

432 CHAPTER 13 DIRECT MARKETING Addressable media Addressable media are media by means of which it is possible to communicate in ...

DIRECT MARKETING MEDIA AND TOOLS 433 Figure 13.4 Development of addressed mail items in the five largest European markets Source ...

434 CHAPTER 13 DIRECT MARKETING Nivea has more than 15 sub-brands, four of which are very important: Nivea Visage, Nivea Vital, ...

DIRECT MARKETING MEDIA AND TOOLS 435 A PURL is a personalised website (URL), customised to the person visiting the website. It i ...

436 CHAPTER 13 DIRECT MARKETING communications activities. For instance, the response to a direct mailing might be increased by ...

DATABASE MARKETING 437 The hard-selling catalogue is a sales-generating tool that should be able to sell without further involve ...