Other Media for direct Response marketing

Direct marketers use all the major media to make offers to potential buyers. Newspapers and magazines carry abundant print ads offering books, articles of clothing, appliances, vacation and other goods and services that individuals can order by dialing a toll free number. Radio ads present offers to listeners 24 hours a day.

Television is used by direct marketers in several ways:

1.Direct-response advertising – Some companies prepare 30 and 60 minute infomercials that attempt to combine the sell of commercials with the draw of educational information and entertainment. Information can be seen as a cross between sales call and a television, ad and, cost roughly $250,000 to $500,000 to make. A number of people have become famous with late night channel switchers (e.g. Tony Robbins, Victoria Principal and Kathy Smith). Increasingly, companies selling products, that are complicated, technologically advance, or simply require a great deal of explanation are turning to infomercials (Callaway Golf, Carnival Cruises, Mercedes, Microsoft, Philips Electronics , Universal Studios, ad even the online job search site,Monster.com). They share product’s story and benefits, with millions of additional prospects at a cost per lead or cost-per-order that usually matches or beats direct mail or print ads.

2.At home channels – Some television channels are dedicated to selling goods and services. On Home Shopping Network (HSN), which broadcast 24 hours a day, the program’s hosts offer bargain prices on such products as clothing, jewelry, lamps, collectible dolls, and power dolls. Viewers call in orders on a toll free number and receive delivery within 48 hours. Millions of adults watch home shopping program, and close to half of them buy merchandise.

3.Videotext and interactive TV – The consumer’s TV set is linked with a se5ller’s catalog by able or telephone lines. Consumers can place orders via a special keyboard device connected to the system. Much research is now going on to combine TV, telephones and computers into interactive TV.

A kiosk is a small building or structure that might that might house a selling or information unit. The name describes newsstands, refreshments stands, and free standing carts whose vendors sell watches, costume jewelry, and other items. The carts appear in bus and rail stations and along aisles in a mal. The term also covers computer linked vending linked vending machines and “customer order placing machines” in stores, airports, and other locations. All of these are direct selling tools. Some marketers have adapted the self service feature of kiosks to their businesses. Continental Airlines found that 66% of its US passengers checked themselves in via kiosks with a mean check-in time of only 66 seconds with bags and 30 seconds without bags. McDonalds’s found that customers who used its kiosks to order spent 30% more per order.