Public

Relations,
Publicity and
Direct
Marketing
Module 4
 Syllabus
Module 4: Public Relations, Publicity and Direct Marketing

Public relation: Objectives, tools of public relations, Public relation

strategies, various methods used for evaluation. Promotion and its
Importance, tools used, push pull strategies, Publicity, Integration
with advertising and publicity, Direct Marketing- Features, Functions,
Growth, Advantages/Disadvantages, and Direct Marketing Strategies
 Public Relations
 The management function which evaluates public attitudes,
identifies the policies and procedures of an organization with the
public interest, and executes a program of action (and
communication) to earn public understanding and acceptance

 Public relations is the practice of deliberately managing the

release and spread of information between an individual or an
organization and the public
 Public Relations Management Process

Determination
Determination and
and evaluation
evaluation of
of
public
public attitudes
attitudes

Identification
Identification of
of policies
policies and
and
PR
PR procedures
procedures

Development
Development and
and execution
execution of
of
the
the program
program
 Traditional PR Perspective

Customers
Customers

Community
Community Investors
Investors

Public
Public Relations
Relations
Department
Department

Suppliers
Suppliers Government
Government

Employees
Employees
 Modern approach--- Integration of PR into the
Promotional Mix
Either marketing or public relations Separate Functions
can be the dominant function; both
can be equal but separate functions; Marketing Public
or the two can perform the same Department Relations
roles.
While each of these designs has its
merits, in this text we consider public
Coordinated and Equal
relations an IMC program element.
This means that its broad role must
include traditional responsibilities. Marketing Public
Department Relations
Whether public relations takes on a
traditional role or a more marketing-
oriented one, PR activities are still Integrated
tied to specific communications
objectives. Marketing Public
Department Relations
Assessing public attitudes and
creating a favorable corporate image
are no less important than promoting
products or services directly.
 Marketing Public Relations Functions
MPR adds value to the integrated marketing program in a number of ways:

Building market excitement before media ads break

Improving ROI

Creating news where there is no news

Introducing a product with little or no advertising

Providing a value-added customer service

Building brand-to-customer bonds

Influencing influentials, giving info to opinion leaders

Defending products at risk, giving consumers reasons to buy

 1. Building marketplace excitement
before media advertising breaks: for
example, is an opportunity for the marketer to
obtain publicity and dramatize the product,
thereby increasing the effectiveness of ads.
Example NANO
 2. Creating advertising news where there
is no product news: Ads themselves can be
the focus of publicity. There seems to be as
much hype about the ads on the Super Bowl
as there is for the game itself.
 The “Switch” campaign of Apple Computers has
generated much publicity for the ads.
 3. Introducing a product with little or no advertising: This
strategy has been implemented successfully by a number of
companies, including Hewlett-Packard, Kinetix, Ty, and Crayola.
Gillette uses PR as the lead medium in every new product launch.

 4. Providing a value-added customer service: example-

Butterball (poultry product Co.) established a hotline where people
can call in to receive personal advice on how to prepare their
turkeys. The company handled 25,000 calls during one holiday
season. Many companies provide such services on their Internet
sites.
 5. Building brand-to-customer bonds: The Pillsbury Bake-Off has led to
strong brand loyalty among Pillsbury customers, who compete by
submitting baked goods. The winner now receives a $1 million prize!

 6. Influencing the influentials—that is, providing information to opinion

leaders.

 7. Defending products at risk and giving consumers a reason to

buy: By taking constructive actions to defend or promote a company’s
products, PR can actually give consumers a reason to buy.
 Example: Energizer’s national education campaign that urges consumers to
change the batteries in their fire alarms when they reset their clocks in the fall
has resulted in a strong corporate citizen image and increased sales of
batteries.
 EXAMPLE Star Wars: P
assing the Box-Office Baton
to The Avenger
 Infinity War just shattered Star Wars: The Force
Awakens’ record for the biggest opening
weekend ever by grossing over $250 million.
LucasFilm, the studio that created and
produced Star Wars, wasn’t bitter though.
Instead, they were proud of their friends over
at Marvel Studios, and sent them a
heartwarming congratulatory tweet. By
applauding them for their incredible
accomplishment, and not sulking about their
broken record, Star Wars earned the respect of
movie lovers everywhere -- not to mention
some media coverage for the gesture.
 Objective Of Public Relations
 The main objective of public relations is to maintain a positive
reputation of the brand and maintain a strategic relationship with
the public, prospective customers, partners, investors, employees
and other stakeholders which leads to a positive image of the
brand and makes it seem honest, successful, important, and
relevant.
 Types Of Public Relations
 Media Relations: Establishing a good relationship with the media organizations and
acting as their content source.
 Investor Relations: Handling investors events, releasing financial reports and regulatory
filings, and handling investors, analysts and media queries and complaints.
 Government Relations: Representing the brand to the government with regard to the
fulfilment of policies like corporate social responsibility, fair competition, consumer
protection, employee protection, etc.
 Community Relations: Handling the social aspect of the brand and establishing a
positive reputation in the social niche like environment protection, education, etc.
 Internal Relations: Counselling the employees of the organization with regard to policies,
course of action, organization’s responsibility and their responsibility. Cooperating with
them during special product launches and events.
 Customer Relations: Handling relationships with the target market and lead consumers.
Conducting market research to know more about interests, attitudes, and priorities of
the customers and crafting strategies to influence the same using earned media.
 Marketing Communications: Supporting marketing efforts relating to product launch,
special campaigns, brand awareness, image, and positioning.
 Benefits of MPR

Advantages
A cost-effective way to
Breaks though the clutter
reach the market
Highly targeted way to Circumvents resistance to
conduct public relations sales efforts
Endorsements by Improved media
independent third parties involvement w/customers
Creates influence among
Achievement of credibility
opinion leaders
Makes advertising
Improved ROI
messages more credible
 Benefits of MPR

Disadvantages

Lack of control over media

Difficult to tie in slogans or

other advertising devices

Media time and space aren’t

guaranteed

No standards for effective

measurement
 Tools of public relations
 Once the research has been conducted and the target audiences
identified, the public relations program must be developed and
delivered to the receivers.
 A number of PR tools are available for this purpose, including
 1. press releases
 2. press conferences
 3. exclusives, interviews
 4. community involvement
 5 Internet
 The Press Release One of the
most important publics is the
press. To be used by the press,
information must be factual, true,
and of interest to the medium as
well as to its audience
 The information in a press release
won’t be used unless it’s of
interest to the readers of the
medium it’s sent to
 For example
 Financial institutions may issue press
releases to business trade media and
to the editor of the business section of
a general-interest newspaper.
 Information on the release of a new
rock album is of more interest to radio
disk jockeys than to TV newscasters;
 Sports news also has its interested
audiences
 Companies often call press
conferences when they have
significant news to announce,
such as the introduction of a
new product or advertising
campaign.

 Example: Reebok held a press

conference and issued a press
release to announce it had
signed rock star Shakira to an
endorsement agreement. The
Grammy Award–winning artist
would be featured in Reebok’s
advertising campaign, and
Reebok would sponsor her tour.
Print ads, billboards, instore
displays, and consumer
promotions were also included
as part of the IMC package
 Exclusives Although most public relations efforts seek a variety of
channels for distribution, an alternative strategy is to offer one
particular medium exclusive rights to the story if that medium
reaches a substantial number of people in the target audience.
 Example: Exclusive, to a journalist, means only one thing: you're not
giving the story to anyone else

 Interviews When you watch TV or read magazines, pay close

attention to the personal interviews. Usually someone will raise
specific questions, and a spokesperson provided by the firm will
answer them.
 Example: Kapil Sharma show
 Community Involvement Many corporations enhance their
public images through involvement in the local community. This
involvement may take many forms, including membership in local
organization
 Example: After the September 11 terrorist attacks, corporations from
all over the world donated time, money, and other types of assistance
in a variety of forms to help victims
 Internet has become a means by which companies and
organizations can disseminate public relations information. Just as
in the print media, companies have used the Web to establish
media relations and government, investor, and community
relationships;
 Measuring the Effectiveness of PR
 As with the other promotional program elements, it is important to evaluate
the effectiveness of the public relations efforts.
 In addition to determining the contribution of this program element to
attaining communications objectives, the evaluation offers other advantages:
 1. It tells management what has been achieved through public relations activities.
 2. It provides management with a way to measure public relations achievements
quantitatively.
 3. It gives management a way to judge the quality of public relations achievements
and activities.
A number of bases for evaluation can be used. In PR three levels of
measures are involved:
(1) the basic, which measures the actual PR activities
undertaken
(2) the intermediate, which measures audience reception and
understanding of the message
(3) the advanced, which measures the perceptual and
behavioral changes that result.

Some organizations may use a combination of measures, depending

on their specific needs. For example, Hewlett-Packard uses
impression counts, awareness and preference studies, in-house
assessments, press clippings counts, and tracking studies
 Methods of PR evaluation
 Personal observation and reaction. Personal observation and evaluation by one’s
superiors should occur at all levels of the organization.
 Matching objectives and results. Specific objectives designed to attain the overall
communications objectives should be related to actions, activities, or media coverage.
 For example, placing a feature story in a specific number of media is an objective,
quantitative, and measurable goal.
 The team approach. Harold Mendelsohn suggests that one way to achieve attitude
and behavior modification through public information campaigns is the team
approach, whereby evaluators are actually involved in the campaign.23 By using
research principles and working together, the team develops—and accomplishes—
goals.
 Management by objectives. Executives and their managers act
together to identify goals to be attained and the responsibilities of
the managers. These goals are then used as a standard to
measure accomplishments.
 Public opinion and surveys. Research in the form of public
opinion surveys may be used to gather data to evaluate program
goal attainment.
 Audits. Both internal and external audits may be used.
 Internal audits involve evaluations by superiors or peers within the
firm to determine the performance of the employee (or his or her
programs).
 External audits are conducted by consultants, the client (in the case
of a PR agency), or other parties outside the organization
 Promotion

Promotion is the voice of your company which send out your brand’s
message loud and clear to the audience. Various media platforms can be
used to promote your company and brand. They include television, radio,
shopping outlets, billboards, magazines, and social media.
The nature of promotion is that it's usually offered for a limited time. If
you're launching a new soft drink, and you offer a free case to anyone who
buys the classic variety, that deal won't last forever. After you introduce
people to your new product, you want them to start paying for it.
 Importance of promotion
 The importance of a promotion strategy depends on your objectives.
Promotions can accomplish several different goals:
 Boost brand awareness.
 Convince people to try a new product at least once.
 Provide information. If your product is new, promotion can make people aware
of its benefits and why it's better than the competition.
 Increase customer use. Frequent-flyer programs are an example of this kind of
promotion. A traveler who uses Delta or American Airlines over and over can
qualify for free flights down the road. Using a credit card tied to the airline
gives customers more miles.
Tools of promotion
 Tools of promotion
 Advertising
 Advertising is defined as any form of paid communication or promotion for
product, service and idea. Advertisement is not only used by companies but in
many cases by museum, government and charitable organizations.

 Sales Promotion
 Promotion is an incentive tool used to drive up short term sales. Promotion can
be launched directed at consumer or trade. The focus of advertising to create
reason for purchase the focus of promotion is to create an incentive to buy.
Consumer incentives could be samples, coupons, free trial and demonstration.
 Public Relations
 Companies cannot survive in isolation they need to have a constant interaction with
customers, employees and different stakeholders. This servicing of relation is done by
the public relation office. The major function of the public relation office is to handle
press releases, support product publicity, create and maintain the corporate image,
handle matters with lawmakers, guide management with respect to public issues
 Direct Marketing
 The communication establishes through a direct channel without using any
intermediaries is referred to as direct marketing. Direct marketing can be used to
deliver message or service. Direct marketing has shown tremendous growth in recent
years.
 Personal selling
 It is where businesses use people (the "sales force") to sell the
product after meeting face-to-face with the customer. The sellers
promote the product through their attitude, appearance and
specialist product knowledge. They aim to inform and encourage
the customer to buy, or at least trial the product
 PUSH & PULL STRATEGIRS
 push strategy
 directs communication efforts at channel members
 many products, such as business products, are
 promoted with a push strategy, involving personal
 selling and use of trade promotions
 pull strategy
 directs promotion at the end consumer
 most consumer products would rely more heavily on a
 pull strategy
 – where promotion is directed at the consumer to
 stimulate demand
 Example: Facebook: Using Push
and Pull within the Same Tool
 Facebook continues to be one of the most popular social media sites with 1.94 billion monthly
users worldwide (March, 2017). As a platform, Facebook provides an easy to understand model of
how to create a complementary balance of push and pull marketing strategies. For example,
drawing users to your page can take a combined approach.
 Push Strategy: Facebook Advertising and Boosted Posts
One of the necessary tenants of push marketing is to know your audience. Once you have
established your audience you can target them through Facebook advertising and boosted posts.
Facebook allows you to specifically target users by age, demographic, location, socio-economic
status, and interests. An ad that runs in a potential customers feed will push them to your
Facebook page and/or website to make a purchase.
 Pull Strategy: Search Engine Optimization
Potential customers who have a need will search keywords. If you have a robust Facebook About
description and an active presence on Facebook, top hits will pull users to your Facebook page.
 Publicity
 Generating news about a product or service in the media
 Publicity is the deliberate attempt to manage the public's
perception of a subject.
 The subjects of publicity include people (for example, politicians
and performing artists), goods and services, organizations of all
kinds, and works of art or entertainment.
 Nature of publicity
 PUBLICITY IS THE MOVEMENT OF INFORMATION WITH THE EFFECT OF
INCREASING PUBLIC AWARENESS OF A SUBJECT
 INVOLVES THE GENERATION OF NEWS ABOUT A COMPANY,
 PRODUCT, SERVICE, BRAND OR PERSON IN VARIOUS MEDIA.
 IT IS A SUBSET OF THE PUBLIC RELATIONS EFFORT.
 SHORT-TERM FOCUS
 NOT ALWAYS UNDER THE CONTROL OF THE FIRM
 CAN BE NEGATIVE AS WELL AS POSITIVE
 NON-PAID COMMUNICATION
 What it is ?
 Publicity is the free mention of a product or company
 Differs from advertising because a company does not pay for the
exposure, it gets in the media
 Major disadvantage is that companies have lack of control on it
 Examples of Publicity
 Sponsorship
 A testimonial
 Someone’s analysis or prediction
Some methods of getting publicity
 Creating “Buzz”
 Famous by Association
 Tip from Julia Allison (journalist) “Whenever someone takes a picture of me, I always try to
stand next to someone famous..”
 Making An Announcement
 Launch, Investment, Opening of an office, impressive statistics, new product with hot new
features
 Other options/Goodie
 A funny story
 Be part of a trend
 Mystery or something impressive
 Purpose of publicity
 Favorable publicity increase the credibility and result in building
faith in the product or company where as unfavorable publicity
will result in creating doubt in the mind of people for the product
or the company.
 Favourable publicity increase the demand and unfavorable
publicity decrease the demand.
 Effects of bad publicity

 Loss of trust from the public

 Effects on sale i.e reduces the sale of the product
 Possibility to fall in investigation
 Financial loss
 Cease-and-Desist Orders of the company
 BEST PRACTICES
 Following up with a Journalist who hasn’t published anything
 Corrections
 Competitors
 Social Media
 Facebook – activity on Fan pages can be news
 Twitter – sometimes tweets can be news worthy
 Quora – interesting replies to questions can lead to stories
 TYPES OF PUBLICITY
 Positive Publicity

 Negative Publicity
 DEALING WITH NEGATIVE
 Do s
PUBLICITY
 Open all Communication lines
 Select a spoke person
 Be Empathetic
 Stay Calm
 Don’t s
 Hesitation
 Litigation
 Retaliation
 Confrontation
 Obfuscation (unclear)
 PUBLICITY TECHNIQUES
 Continous Public Relation Activities
 Local Community Involvement
 Newsletters, Newspapers and Company magazines
 Media Relations
 Employees Relations
 Shareholders and financial community relations
 Pre-planned, Short-term activities
 News, Press Conferences
 Ceremonies, opening and events
 Announcements
 Unpredictable, Short-term activities
 Handling Negative Publicity
 Media Interviews
 OUTCOMES OF PUBLICITY
 Attention
 Visibility
 Market Share
 Recognition
 Branding
 ADVANTAGES
 It Is Credible
 It is Cost Effective 
 Often generates High Frequency of exposure

 DISADVANTAGES
 Less Control
 Less accuracy
 Few releases published
Advertising vs publicity
 Integrating advertising and
Publicity
 In the past, most practitioners would select and use either
advertising or public relations to get their messages out
depending on which seemed most appropriate for the prevailing
circumstances. In some instances, they may have even used both,
but it wasn't a common practice and there was no evidence that
pointed to it being particularly effective. In the last few years,
that's started to change.
 The most common circumstances involve routine amounts of positive or neutral
news stories. In situations like this, complementary or supporting advertising works
with the news coverage to produce an even more positive impact on public attitudes.
 The same is true when there is an unusually large amount of positive news
coverage. There's a more positive impact on public attitudes with advertising than
there is without it, but the added impact of the advertising, while positive, is significantly
less forceful in this type of situation.
 On the other hand, when there is an unusual amount of negative news coverage,
"incremental advertising doesn't have a positive incremental impact and may even have
a negative one." Perhaps, and this is only my speculation, this occurs because the
audience perceives the advertising as an attempt to overshadow or compensate for the
negative news. But, whatever the reason, the best suggestion based on currently
available evidence might be to reduce, not increase, advertising during times when your
organization is getting bad press.

The best ways of using advertising and media relations to reinforce one another remain to
be determined. But, in the meantime, the IPR study author Bruce Jeffries-Fox suggests,
"that partnerships between media relations and advertising would save money and pack a
bigger punch. ... Messages from both worlds combine in the minds of consumers."
 Defining Direct Marketing
 • Direct marketing is a system of marketing by which
organizations communicate directly with target customers to
generate a response or transaction. This response may take the
form of an inquiry, a purchase, or a even a vote.
 Direct marketing is one of the fastest-growing forms of promotion,
and for many marketers it is rapidly becoming the medium of
choice for reaching consumers.
 Direct marketing uses a set of direct-response media, including
direct mail, telemarketing, interactive TV, print, the Internet, and
other media. These media are the tools by which direct marketers
implement the communications process
 Direct Marketing Defined

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Thetotal
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whichthe
theseller
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Direct Mail
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Newspaper
Example: direct
marketing
 The Growth of Direct Marketing
Reasons
 Consumer Credit cards:- there are now more than 1 billion
credit cards, this makes it feasible for consumers to purchase both
low and high tickets items through direct response channels and
assure sellers that they will be paid.
 The changing structure society and the market:- success of
direct marketing is that so many Americans are now “money rich
and time poor”. Home entertainment has reduced the time
available for shopping and has increased the attractiveness of
direct purchases.
 Technological advances:- the rapid technological advancement
of the electronic media and the internet has made it easier for
consumers to shop and for marketers to be successful in reaching
the desired target markets.

 Miscellaneous factors:- changing values, more sophisticated

marketing techniques, and the industry’s improved image.
 The Role of Direct Marketing in the
IMC Program
 • Combining Direct Marketing with
Adverting: direct marketing itself a form
of advertising. It usually contains a toll-free
number or a form that request mailing
information.
 • Combining Direct Marketing with
Public Relations:- companies use
telemarketing activities to solicit funds for
charities. Organizations engaging in PR
activities may include toll-free number or
website in their ads promotional markets.
 Combining Direct Marketing with Personal Selling:-
telemarketing and direct selling are two methods of personal
selling used to generate sales. Customer visits auto showrooms to
test-drives new cars, the sales person then assumes responsibility
for selling effort
 Combining Direct Marketing with Sales Promotions:- how
many times have you received a direct mail piece notifying you of
a sales promotion or event inviting you to participate in contest.
Ex: Nordstrom company call their existing customers to notify
them special sales promotions.
 Combining Direct Marketing with Support Media:- adding a
promotional product to a direct mailers has proven to increase
response rates.
 Direct-Marketing Objectives
 The direct marketer usually seeks a direct response. The
objectives of the program are normally behavior.
 Ex:-test drives, votes, contributions, and sales.
 Not all direct marketing seeks a behavioral response, however.
Many organizations use direct marketing to build an image,
maintain customer satisfaction, and inform and/or educate
customers in an attempt to lead to future actions
 Developing a Database
 To segment and target their markets, direct marketers use a
database, a listing of customers and/or potential customers
 This database is a tool for database marketing—the use of specific
information about individual customers and/or prospects to
implement more effective and efficient marketing communications
 Functions of database
 Improving the selection of market segmentation:- some consumers are more likely
to be potential purchasers. By analyzing the characteristics of the database a marketer
can target a greater potential audience.
 Stimulate repeat purchases:- once a purchase has been made, the customers name
and other information are entered into database. These people are proven direct
marketing users who offer high potential for repurchase and a greater likelihood of
responding to an offer.
 Cross sell:- customers who demonstrates a specific interest also constitute strong
potential for products of the same nature.
 Customer relationship management (CRM): the aim of CRM is to establish a
relationship with one’s customers through affinities, personalized communications and
products/service offerings. For CRM to work effectively a data base is required.
A comprehensive consumer
database contents
Business to business database
 Objectives of Database Marketing

Improve
Improve Selection
Selection of
of Market
Market
Segments
Segments

Stimulate
Stimulate Repeat
Repeat Purchases
Purchases

Objectives
Objectives
Cross-selling
Cross-selling Other
Other Products
Products

Customer
Customer Relationship
Relationship
Management
Management
 Determining the Effectiveness of
the Database
 The more information about customer that can be contained in
the database, the more effective it will be, a commonly employed
method for this purpose is the RFM scoring method (Recency,
Frequency, Monetary transactions)
 Direct-Marketing Strategies and
Media
1) In the One-step approach the medium is used directly to obtain
an order. In which viewer is urged to phone a toll-free number to
place an order immediately.

2) In the Two-step approach may involve the use of more than

one medium. The first effort is designed to screen or qualify
potential buyers. The second effort generate the response
Direct Marketing media
 Direct Mail:- the key success of direct mail is mailing lists. While direct mail continues to be a
favorite medium of many advertisers.
 Catalogs:- major participants in the direct marketing business include catalog companies. Ex:-
companies like Nordstrom sell directly through catalogs but also use them to inform consumers
products offerings available in the stores.
 Broadcast Media:- direct marketing in the broadcast industry has been truly remarkable. Over 77%
of population reported that they had viewed a direct response appeal on TV. $ 5.3 billion
advertising billings in 2009.
 TV Spots:- In DM industry as short form programs, these spots include direct response commercials
commonly seen on television for products such as drugs & toiletries and video supplies.
 Infomercials:- an infomercial is a long commercial that is designed to fit in to 30 minutes or 1 hour
time shot. Infomercial are produced by the advertisers and are designed to be viewed as regular TV
shows
 Home shopping:- development of toll-free telephone numbers, increase in the number of people
who shop via their TV sets through home shopping channels.
 Print Media:- magazines and news papers are different media to use for direct marketing. Because
these ads have to compete with the clutter of other ads & because the space is relatively
expensive, response rates and profits may be lower than in other media.
 Telemarketing:- if you have a telephone you probably do not have to be told about telemarketing or
sales by telephone. Both profit & charitable organizations have employed this medium effectively.
 Evaluating The Effectiveness Of
Direct Marketing
Measuring the effectiveness of direct marketing is not difficult.
 • Using Cost per order (CPO) advertisers can evaluate the relative
effectiveness of an ad in only a few minutes based on the number
of calls generated.
 Direct Marketing Advantages

Selective
Selective reach
reach

Segmentation
Segmentation capabilities
capabilities

Frequency
Frequency potential
potential

Flexibility
Flexibility

Timing
Timing

Personalization
Personalization

Costs
Costs

Measures
Measures of
of effectiveness
effectiveness
 1) Selective Reach:- DM lets the advertiser reach a large number of people and reduces or
eliminate waste coverage.
 Segmentation capabilities:- lists may allow segmentation on the basis of geographic area,
occupation, demographics, and job title to mention few. 3
 Frequency:- depending up on the medium used. It may be possible to build frequency levels.
Consumers may be annoyed to receive the same mail repeatedly
 4) Testing:- DM allows for a strong ability to test the effectiveness of the overall program as well
as specific elements.
 5) Timing:- many media requires long range planning and have long closing dates, direct
response advertising can be much more timely.
 6) Personalization:- no other medium can personalize the message as well as direct media.
Parents with children at different age levels can be approached, with their child name included in
the appeal.
 7) Costs:- while the CPM for direct mail may be very high on an absolute and a relative basis, its
ability to specifically target the audience and eliminate waste coverage reduces the actual CPM.
8) Measures of effectiveness:- no other medium can measure the effectiveness of its efforts as
well as direct response. Feed back is often immediate and allows accurate
 Direct Marketing Disadvantages

Accuracy
Accuracy

Image
Image Content
Content
factors
factors support
support

Do
Do Not
Not Rising
Rising
Contact
Contact lists
lists costs
costs
 Image factors:- mail segmentation of this industry is often referred to as junk mail. Many
people believe unsolicited mail promotes junk products and other dislikes.
 2) Accuracy:- people move, change occupations, and so on and if the lists are not kept
current selectivity will decrease.
 3) Content support:- In direct response advertising, mood creation is limited to the
surrounding program and/or editorial content. Direct mail and online services are unlikely
to create a desirable mood.
 4) Rising costs:- as postal rates increases direct mail profits are immediately and directly
impacted. The same is true for print costs, which drives up the costs of mailers and
catalogs.
 5) Do not contact lists:- do not call lists now exist for both land and cell phones. A do not
contact list in which consumers can choose not to receive junk mail is under consideration