Decision Variables in Direct Marketing
For Direct Marketing, the following variables are associated with making program decisions:
1. Offer
2. Creative
3. Media
4. Timing/sequencing
5. Customer service
Offer: The ‘Offer’ is the complete proposition made to a prospective customer by the firm selling the good or service. It includes the product or service, the positioning of the product or service in terms of needs or benefits, the price of the offering, any risk-reduction mechanisms such as money-back guarantee, or price refund or discounts available to the buyer.
Creative: The creative component includes the copy platform, graphic design elements, involvement
techniques, and production considerations such as personalization.
Media: The media used by direct marketers include all those used by general marketers as well as direct mail, telephone, and online services. Direct- response print & TV advertising are particularly effective in generating responses to complex offers that contain items that can be displayed visually.
Timing/Sequencing: Timing & Sequencing of direct marketing communications determine whether the product or service is offered once or as a part of a campaign, that is, as one-shot message or as multiple messages. Also at issue is whether a campaign should be on intermittently (pulsing) or continuously, as well as how often should the communication be repeated.
Customer Service: Customer service is an important aspect of DM. It leads to strong customer franchise and loyalty. Satisfaction with service is a prime consideration in customers’ repurchase decisions. In fact, many direct marketers consider expenditures on customer service and loyalty as an investment.
The types of customer service that build businesses include speedy and accurate order fulfillment; prompt and satisfactory handling of customer inquiries and complaints; and a guaranteed return policy (such as- ‘if damaged/defective, email us at or write to us at-----’ or ‘to provide you a worry free shopping experience, we offer you a No Questions Asked Return Policy, within 7 days…..’). Other important elements of customer service are toll-free telephone numbers, money-back guarantees, and the acceptance of credit cards.
For Direct Marketing, the following variables are associated with making program decisions:
1. Offer
2. Creative
3. Media
4. Timing/sequencing
5. Customer service
Offer: The ‘Offer’ is the complete proposition made to a prospective customer by the firm selling the good or service. It includes the product or service, the positioning of the product or service in terms of needs or benefits, the price of the offering, any risk-reduction mechanisms such as money-back guarantee, or price refund or discounts available to the buyer.
Creative: The creative component includes the copy platform, graphic design elements, involvement
techniques, and production considerations such as personalization.
Media: The media used by direct marketers include all those used by general marketers as well as direct mail, telephone, and online services. Direct- response print & TV advertising are particularly effective in generating responses to complex offers that contain items that can be displayed visually.
Timing/Sequencing: Timing & Sequencing of direct marketing communications determine whether the product or service is offered once or as a part of a campaign, that is, as one-shot message or as multiple messages. Also at issue is whether a campaign should be on intermittently (pulsing) or continuously, as well as how often should the communication be repeated.
Customer Service: Customer service is an important aspect of DM. It leads to strong customer franchise and loyalty. Satisfaction with service is a prime consideration in customers’ repurchase decisions. In fact, many direct marketers consider expenditures on customer service and loyalty as an investment.
The types of customer service that build businesses include speedy and accurate order fulfillment; prompt and satisfactory handling of customer inquiries and complaints; and a guaranteed return policy (such as- ‘if damaged/defective, email us at or write to us at-----’ or ‘to provide you a worry free shopping experience, we offer you a No Questions Asked Return Policy, within 7 days…..’). Other important elements of customer service are toll-free telephone numbers, money-back guarantees, and the acceptance of credit cards.