Targeting Advertisements

							          Today you will:
• Learn how to integrate the information
  from the data file and a word processed
  document to create ‘direct mail’
• Explore the impact of electronic
  databases on commercial practice
• Begin to understand the potential for
  misuse of personal data
         Marketing the Party
• You are going to focus on marketing the
  party to make sure all the tickets are sold
  in advance.
• That this is an important element of their
  feasibility study for Mr. Pinnington.
   Targeting Advertisements
• Some advertising tries to attract customers
  from a wide spectrum of the population,
  while other forms of advertising target
  particular groups or even individuals.
     Targeting Advertisements
  Which of the marketing     •   Promotional gift
  methods on the right       •   Telephone selling
  would target advertising   •   Direct mail
  at particular groups or
  even individuals?          •   Leaflets
                             •   Internet web site
                             •   TV and radio
                             •   Newspapers
Direct mail and mailshots of leaflets can be
effective when you already have a list of potential
customers.
  Using a Datafile for Marketing
The school database holds information that could be
useful for direct marketing. Here is an imaginary
sample.
                                                                                    Stude             Distanc
 Parent                                      Add   Add                              nt      Student   e From    PTA
 Title    Parnt Name   Address 1             2     3            Tele   email        Year    Form      School    Member
                       17 Abernethy
 Mr       Rawson       Street                                          wRawson@         7   LFE            10   Y
 Mr       Agus         11 Acrefield Road                                               10   CHE            22   Y
                       The Old
 Mrs      Warfe        Gatehouse                                       rWarfe@          7   LFE            11   N
 Miss     Harrison     15 Holland Rise             Greaterton                           7   ENI             3   Y
                                                                       rFarnworth
 Ms       Farnworth    12 Astral Way               Greaterton          @.               8   VGI            10   Y
 Mr       Burke        52 Driffield Street                             rBurke@          7   LPI            18   N
 Using a Datafile for Marketing
• How they could you use a printout of the
  database?
• Many firms ask for customers’ names and
  addresses when they buy goods so that
  the company can build up its own
  database for sending out its own
  promotional material.
 Using a Datafile for Marketing
• Think how many advertising letters and
  leaflets your family gets, with their names
  and addresses included in the letter to
  make it seem personal, for example:
• direct mailing from credit companies trying
  to sell a loan
• catalogues for specific products such as
  clothes, books and music.
  Using a Datafile for Marketing
• Do you think someone types all those letters on
  a word processor or if there might be some other
  way to do it?
• Using a datafile, companies can:
  – printing labels for envelopes from the datafile;
     • This would allow the company to send out the same letter or
       leaflet to everyone; most database software can make this
       fairly straightforward to do.
• Personalise a letter to each previous customer
  by means of the mail merge facility.