• Understanding the difference between traditional advertising and direct marketing methods
• Defining, segmenting, and reaching target audiences
• Crafting direct response offers for any media – direct mail, print, DRTV and other electronic means, catalogs, alternative media, and appropriate Internet formats
• Testing, lead generation, and tracking direct response advertising
• Catalog development and promotion
• Online direct response forms; what is successful and how to use it
• Sourcing, cost analysis and measurement of direct marketing media

1. Describe the applicability of at least 4 forms of direct marketing to a particular project
2. Locate sources/suppliers for direct marketing media
3. Test and track response rates for offers in various media
4. Use direct marketing methodology to write direct marketing offers, including grabbing headlines, results- oriented ad copy, and compelling calls to action
5. Plan direct marketing projects; project potential return, revenue, and expenses from various direct response campaigns
6. Work with both direct-marketed products and/or services, and with a variety of markets including consumers, non-profits, and businesses

1. Assigned readings
2. Email correspondence with the instructor
3. Preparation of two (2) direct marketing journal article reviews
4. Preparing a professional team report that will identify sources and details for key constituents in the direct marketing process
5. Preparation of a “mini” marketing plan for a hypothetical direct marketed product or service

1. Journal article reviews 20%
2. Professional team report 40%
3. Final project - mini marketing plan 40%

A = 90-100
B = 80-89
C = 70-79
D = 60-69
F = 0-59
I = Incomplete work

• Mailing list broker – contact a list broker that can provide list rental from a variety of sources. Obtain ballpark list rental rates (note: you may have to have a theoretical direct mail project in mind to get rate information…see your final project on a guideline for that)
• Media kits – Request a media kit from any two (2) of the following - radio, print, TV, cable, Internet, direct mail. Discuss the media source in terms of market segmentation, circulation/viewership, and cost.
• Call center – contact a call center or high-caliber answering service that can take inbound telemarketing (in other words, your customers’ inquiries and orders). Request information on their rates for basic services as well as order taking and what methods they have in place to process credit card payments from customers.
• Letter shop - Search out a letter shop that can print and mail your direct marketing offers. Get basic information on what they can prepare (i.e. printing and mailing services, perhaps audio/video tapes, or CD’s) and their rates.
• Fulfillment house or drop shipper – Locate a company that can pick, pack, and ship your orders (this may be a service offered by your call center or letter shop). Get essential information on services provided and associated costs. Note: depending on the product, the supplier might handle fulfillment. This is known as drop- shipping. Your hypothetical direct marketing product/service for the final project might steer you in that direction. Thus, if you have a product in mind, check with the supplier for possible drop-shipping arrangements.

Part 1 - Target Audience Segmentation
For part one, take your fictitious product/service and describe it. Discuss it in terms of who it could benefit and why. Address clearly the market segmentation in terms of the demographic and psychographics make-up of the potential audience(s) for it. Then, using data such as list details, rate cards, or media kits, profile five (5) media sources that would have high probability of directly reach that target audience. You may have multiple sources of the same variety (ie. multiple magazines), but you must also include at least 3 different forms of advertising.

Part 2 – The Marketing Plan
Utilizing the information gained in your sourcing reports, as well as your projections for response rates, etc., profile the potential revenue, expenses, and possible profit/loss for this hypothetical project. Make sure to consider product/service profit (and not merely retail sales price), all marketing expenses, and order taking & fulfillment. Consider, also, potential for back-end sales that can influence the ultimate outcome of the project.