What are the elements of a direct mail offer? How can each be tested?
What will be an ideal response?
The offer strategy has five elements — the product, the offer, the medium, the distribution method, and the creative strategy. Fortunately, all can be tested. The direct-mail marketer also must choose five components of the mailing itself: the outside envelope, sales letter, circular, reply form, and reply envelope. A common direct marketing strategy is to follow up direct mail with an e-mail. The different elements of an offer strategy, such as products, product features, copy platform, mailer type, envelope, prices, or mailing lists, can be tested under real market conditions.
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After a company has chosen a channel system, it must select, train, motivate, and evaluate individual intermediaries for each channel
Indicate whether the statement is true or false
Which of the following statements regarding product benefits is most likely true?
A) People do not buy benefits, they buy features. B) A benefit provides the customer with a personal advantage. C) Prospects usually display equal interest in features and benefits. D) Product features and benefits are the same but presented differently to consumers. E) Salespeople should avoid describing features and focus exclusively on product benefits.
When a company only hires employees who are competent, reliable, courteous, credible, responsive, and able to communicate clearly, it achieves ________ leadership as a source of differentiation.
A. price B. convenience C. image D. personnel E. service
List the various options for individual incentives.
What will be an ideal response?