Marketing Communications

DIRECT MARKETING MEDIA AND TOOLS 429

Figure 13.3 Direct marketing media and tools

focused website Digiday found that marketers will spend some 60% of their online budgets

on brand ads this year, potentially more than direct response ads for the first time in history.

On the other hand, 56% of marketers plan to raise online direct response advertising budgets,

but only 15% will do so by more than 20%.^22

Non-addressable media

Coop, a Swiss food retail chain, wanted to generate new customers and new sales in four retail outlets in

Switzerland. People living in the neighbourhood of these locations received an unaddressed mail. The mail, attached

to the edge of the letterbox, contained a coupon that was instantly visible together with the central message. Coop

obtained 2.5% coupon redemption and the sales revenue was 30% higher than the year before.^23

business insight

Coop generating traffic via unaddressed mail-only

Direct response print advertising

Direct response print advertising or coupon advertising means placing an ad in a newspaper

or a magazine with the following characteristics:

   direct feedback from the reader (respondent) to the advertiser by returning a coupon,

calling a phone number, visiting a website, participating in a contest;

   a clear link between the response (feedback) and the message advertised;

   identification of the respondent.

M13_PELS3221_05_SE_C13.indd 429 6/5/13 2:56 PM