French by jizhen1947

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									              1   Email

              2   DRTV
              3   Inserts

              4   Direct Mail
              5   Dimensional Mail

Source: DMA   6   Radio
   American Airlines      Disney                   Procter & Gamble
   American Express       Eastman Kodak            Prodigy
   Apple Computer         Fidelity Investment      Prudential
   Arista Records         Ford                     Sears
   Avon                   General Motors           Sega
   Bank of America        GTE                      Sony
   Bell Mobility          Hyatt Resorts            Sprint
   Bissel                 McDonald’s               Time Life
   Black & Decker         MCI                      Toyota
   Braun                  Mutual of Omaha          Visa
   Bristol Myers          Nordic Track             Volvo
   Cantel                 Panasonic                Warner Music
   Coca-Cola              Philips Electronics      Weight Watchers
 136   million viewers (16 to 70 years)
 Fairly   equal split men – women
 25   to 34 years old most likely to watch
 Many     watch now – buy later (retail, Internet)




Source: Leisure Trends Survey, 2003
 DRTV  viewers spend 3 hours/day watching
  TV and 2 hours/day on the Internet
 Mean    household affluence: $56,000
          Caucasian but African-
 Primarily
  American/Hispanic viewership growing
 49%    married; 40% have children

Source: Leisure Trends Survey, 2003
Overwhelmed by marketing messages

                          Scared (risk-adverse)
Skeptical
                         Busy
      Hesitant to buy
                                    Distracted


De-sensitized           Worried about money
 Why   should I bother watching?

 What’s   in it for me?
1. To be loved, valued and appreciated by
   those whose opinion they value
2. To make their lives easier, eliminate
   problems
3. To have more, more, more
4. To avoid pain, disappointment &
   embarrassment
5. To get instant gratification
 When   they have enough information
 Whenthey are afraid of missing out on
 something
1.   Focus on benefits not features
2.   Make your commercial longer
3.   Use graphics to reinforce key points
4.   Repeat, repeat and repeat again
5.   Minimize risk (guarantees and warranties)
6.   Include powerful offer
7.   Test, test, test
 Nicoderm
 The Smoke Away System


 Sprint – Brand
 Sprint Infomercial

 Bell   Sympatico
   ING DIRECT
 Nicoderm
 The Smoke Away System


 Sprint – Brand
 Sprint Infomercial

 Bell   Sympatico
   ING DIRECT
 Nicoderm
 The Smoke Away System


 Sprint – Brand
 Sprint Infomercial

 Bell   Sympatico
   ING DIRECT
 Nicoderm
 The Smoke Away System


 Sprint – Brand
 Sprint Infomercial

 Bell   Sympatico
   ING DIRECT
 Nicoderm
 The Smoke Away System


 Sprint – Brand
 Sprint Infomercial

 Bell   Sympatico
   ING DIRECT
 Nicoderm
 The Smoke Away System


 Sprint – Brand
 Sprint Infomercial

 Bell   Sympatico
   ING DIRECT
 Nicoderm
 The Smoke Away System


 Sprint – Brand
 Sprint Infomercial

 Bell   Sympatico
   ING DIRECT

								
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