As outlined in Figure 2 on page 394 of “Direct Response” (Module 5 of your Reading) there are five basic steps in direct-response marketing:
1. the establishment of objectives and strategic decisions,
2. the communication of an offer by the seller through the appropriate medium,
3. response, or customer orders,
4. fulfillment, or filling orders and handling exchanges and returns, and
5. relationship building through maintenance of the company’s database and customer service.
All direct-marketing messages contain an offer, typically consisting of a description of the product; terms of sale; and payment, delivery, and warranty information. In its offer, a successful Direct Response campaign must communicate benefits to buyers by answering the enduring question: “What’s in it for me?” Also, many Direct Response offers include an incentive for responding quickly.
All of the variables that are intended to satisfy the needs of the consumer are considered part of the offer. These variables include the price, the cost of shipping and handling, optional features, future obligations, availability of credit, extra incentives, time and quality limits, and guarantees or warranties. The offer is supported by a message strategy, a media strategy, and the database.
Because Direct Response messages are tightly targeted, they are often longer and personalized containing sufficient information to help a consumer make a decision. They also try to reduce rick, usually with guarantees or warranties.
1. Discuss the differences between a 1-step offering and a 2-step offering.
2. Why would you use one or the other?
Reference
Moriarty, S., Mitchell, N., & Wells, W. (2015). Direct response. In Advertising and IMC: Principles and practice (10thed., Chapter 16). Pearson.
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