Discussion Post: Direct Marketing
How does a Direct Marketer know what will, and won't, work? What role does testing play in any Direct Marketing plan? How many areas of Direct Marketing should be tested? Why is testing a vital part of developing the marketing budget?
For the purposes of our Discussion I would like you to apply the principles of Market Segmentation and Testing to a real life example. Attached is an email advertisement that is pure Direct Marketing. Look it over carefully. The market segment should be obvious. The message is clear. Ask yourself: what other market segments could this same message, with a slight revision, be directed towards? Why? What particular areas of the message do you feel should be tested? The email subject line? The graphic chosen? The 3 points being stressed? The color and typeface used? What does the class think? A response can always be made better. How would you do it?
The response must include a reference list. Using Times New Roman 12 pnt font, double-space, one-inch margins, and APA style of writing and citations.