An analysis of a direct marketing campaign

Feb 3rd, 2012
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To successfully judge the worth of this campaign it will be important to provide some parameters to work against. Direct Marketing has a number of characteristics:

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IntroductionTo successfully judge the worth of this campaign it will be important to provide some parameters to work against. Direct Marketing has a number of characteristics:(1) acquiring and retaining customers without the use of an intermediary(2) the distribution of products, information and promotional benefits to target consumers through interactive communication in a way which allows response to be measured (Jobber, 2001)In this critique I will be utilising the Direct Marketing Planning Process outlines by O'Malley, Patterson and Evans (1999). The first stage in the development of the programme is the clarification of what is to be achieved by the project and how that links with wider strategic goals of both the customer mission and key value mission (Piercy, 1992).Campaign ObjectivesThe direct marketing campaign that was arranged was developed to promote University of Open Days with the target audience of schools and potential undergraduate students. Sixty-five percent of undergraduate students come straight from school or college onto University courses. The Open Days are one of the key steps of the decision making process for students choosing the University they wish to attend. Customer mission focuses on the customers needs which the organisation aims to satisfy and the competitive domain in which the organisation operates. In the case of this project the need of the customer to find out about the options available in Higher Education through attendan

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