Chapter 16

Chapter 16, Question 1
Novel Media:
You have direct targeting such as DM, video ads with are more 1:1 targetable.
DM (or Pmail) as they call it in this chapter is targetable, highly measurable and cheap to send. If audiences are segmented correctly, waste can be minimized.
Catalogs, although expensive are another way to advertise your products and make it possible for customers to purchase without leaving the house.
Database Marketing is a way to make sure you are segmenting your audience to send applicable offers and relevant content. Models can be used for response and profiling can target audiences that would in some cases, be missed by modeling. Data mining will allow you to A) identify logical customer clusters for targeting and B) spot holes in your portfolio for possible upsell cross cell initiatives.
For advertising in venues, we have movie theatres (ANNOYING) when you have to watch a commercial and brand placement within movies or video games. I do not mind this as much, and I think it could be an effective way to advertise. The new Knight Rider is a HUGE brand placement. It is like a long Ford commercial. Hell, it got me to spend a bunch of money.
Lastly, you have other additional methods such as stadium advertising (target center!), Dyson in pubic restrooms for drying your hands and when you are sitting on the beach and planes over the beach that tell you where the evenings best parties are at.
Chapter 16, Question 6
If I were selling men’s outdoor apparel, I would include the following pieces of data in my analysis to select an audience to receive my catalog.
Buyographic: by selecting people who have purchases, filled out surveys, made returns, and have proactively interated with my company by joining a loyalty program, opting in with an email address, or provided feedback on a product.
Demographics: by targeting my audience make up. So, if it were outdoor gear, men between 28 and 60 that live in middle to upper class households.
Geographic: live in an area that is conducive for the outdoors.
Psychographics: identify who is outdoorsy by including interests into my dataset. This can be done by profiling past purchases to formulate clusters based on products purchases.