Direct Marketing Coursework - Module 2: Direct Marketing Fundamentals

Introduce students to the fundamental principles of direct marketing and mail, building on their fundamental skills gained in introductory marketing classes.

 

 

 

Supplemental Videos to Lectures:

Lecture: Direct Marketing Videos

1. DnB NOR Clooney ad (slide 7)
2. Publicité DNB "The Treasure" - Avec George Clooney (Part 3) (slide 21)
3. Direct mail targets your kitty  (slide 23)

Lecture: Neuroscience of Direct Mail

1. Video: Perceived Ownership & Touch (3:24)
2. Video: The Making of a BMW M Print (3:02)
3. Video: How the Medium Shapes the Message (4:59)

 

Additional Resources:

Print is Big: Printing plays a significant role in the U.S. and Worldwide economies. Despite the myths you may have heard, print is big, print is green and print is here to stay. This is a collection of facts and statistics about the U.S. and Worldwide printing industries. If you are a business owner or marketer, print is an effective and important tool you should never forget. If you are part of the print industry, share the wonderful world of print with the resources and information in this campaign.

The Two Sides initiative busts the myths and sets out the facts about print media's attractiveness and sustainability.

Irresistible: Due to the volume of digital noise in our lives, marketing messages like banner ads and emails get lost in the clutter. But our daily moment sorting and reviewing our physical mail, especially if the mail piece is done well, has become a uniquely powerful interruption.

The Integrated Media Research Center will help marketers share industry knowledge, marketing case studies & more. Learn about the exciting new initiative.

USPS Delivers™ is a resource for expert business knowledge and insights. Use a vast array of  marketing content as inspiration to take your business to the next level.

POP from Sappi delivers regular marketing inspiration, news, branding trends and print advertisement insights that bring your paper marketing to life.

Get industry perspectives and learn about Sappi’s programs for creatives, printers and marketers.

Ignite the Spark: Awareness & Desire is a video that shows the early stages of the customer journey, we identify a problem that our consumer needs to solve. By engaging prospects in a relevant way, we can motivate them to act. See how we ignite the spark for this customer, both digitally and physically.

Hot Pursuit: Seek More & Evaluate is a video shows the customer moves from being solution-focused to product-focused, seeking compelling information to inform her decision. See how mail backed by data intelligence drives action during moments that matter across the customer journey.

A New Day: Transaction & Retention is a video shows the customer is ready to purchase—but she’s looking for something to tip the scales. Learn how delivering the right incentive at the right time on this customer journey motivates her to buy.

Light at the End of the Tunnel: Loyalty & Recommendation is a video shows a positive shipping experience and personal touch are vital to growing loyalty on this customer’s journey. See how a blend of physical and digital mail sheds light on an enriching experience—taking her from consumer to advocate.