TITLE

Database marketing holds even more promise online

AUTHOR(S)
Moore, David J.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/1/1999, Vol. 70 Issue 9, ps20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the advantages of using database marketing in the promotion of new products. Database marketing is a proven technique that has been employed for years in direct marketing. It is not by chance that consumers do or do not receive numerous credit card offers each week, or that they suddenly start receiving catalogs from merchants from whom they have never made purchases. On the other hand, sophisticated database marketers use statistically based predictive models to gauge a consumer's likelihood to respond to offers based on variables such as product category, price point and the creative presentation of the offer itself.
ACCESSION #
1613096

 

Related Articles

  • Leftist evolution? Reed, David // Precision Marketing;8/27/2004, Vol. 16 Issue 43, p17 

    Focuses on the issue of database marketing that makes marketing more effective and co-efficient. Advantage of marketing service providers in providing customer analytics expertise; Consideration of database management as an inhouse delivery; Details of information on problems facing database...

  • Direct marketing sets the pace.  // Advertising Age;5/27/1991, Vol. 62 Issue 22, p16 

    Examines the status of direct marketing in the United States in 1991. Compilation of media investments for the Top 200 brands; Reported growth slowdown by direct marketing agencies; Database marketing.

  • Direct mail drops for first time in decade. Foxwell, Mark // Printing World;10/13/2005, Vol. 292 Issue 2, p3 

    Reports on the decline of the direct mail market in Great Britain. Percentage of decrease in direct mail volumes for the April to June 2005 period; Contribution of inflation in mailing volumes of banks to such reduction; Exit of direct mail company SR Communications in the financial direct mail...

  • Moving class of targets up a gear. Bernady, David // Precision Marketing;5/19/2006, Vol. 18 Issue 29, p19 

    The article discusses the challenges facing direct marketers in promoting luxury cars, particularly models made by mainstream manufacturers. Direct marketers must ensure they achieve the right balance between maintaining brands' exclusive positioning and expanding the pool of potential buyers....

  • Finding Direct Mail Success.  // Point for Credit Union Research & Advice;9/1/2006, p19 

    This article presents information on the key elements which should be considered when developing a direct mail program. Reaching the right people is more important than having the most creative work. Targeting the wrong audience with the best creative will not work. The proposition, or offer, is...

  • Harte-Hanks says future lies in direct marketing. Murphy, Ian P. // Marketing News;07/21/97, Vol. 31 Issue 15, p1 

    The article focuses on the plan of Harte-Hanks Communications Inc. to increase its direct marketing business. Harte-Hanks announced plans early in 1997 to sell its six daily newspapers, 25 associated publications and two broadcast properties. According to Larry Franklin, CEO of Harte-Hanks...

  • Integration is now essential. Worboys, Carolyn // Precision Marketing;9/9/2005, Vol. 17 Issue 45, p12 

    Discusses the importance of integration in the direct marketing industry in Great Britain. Overview of the revolutionary process of integration; Benefits of the integrated approach for agencies; Concept of media fragmentation.

  • list file. Lamb, Vicky // Precision Marketing;9/9/2005, Vol. 17 Issue 45, p24 

    Introduces several products in the direct marketing industry in Great Britain. Coverage of the lifestyle database of electrical goods manufacturer Morphy Richards; Availability of Ortega's list of names through Go Direct Marketing; Relaunch of Prospect Swetenhams entire ICC Business Masterfile.

  • Party fans data let by catalogue. Cubitt, Emily // Precision Marketing;11/12/2004, Vol. 17 Issue 4, p21 

    Reports that "First Class Celebrations," a mail order catalogue selling party merchandise, is offering an updated list of buyers through Marketing & Media Solutions.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics