Direct mail can be considered as any unsolicited printed material sent directly through the mail or somehow delivered to prospective customers or contributors. Anything from catalogs, flyers, newsletters or brochures or any similar promotional advertisements can be considered direct mail. Prospective and existing clients can benefit from receiving the direct mail advertisement. Prospective clients can benefit from awareness of a product or sales promotion that they may not have known existed.
[...] The Integrated Marketing Campaign The direct mail portion of McDonald's monopoly promotion is a crucial component of their integrated marketing campaign. As a starter, the monopoly game is only offered for a short period of time, the game is only in play for one month beginning October 14 and lasting to November As a result of the short lifespan, McDonald's needs to attract a lot of attention in a short period of time, and that suggests heavy doses of promotion in the form of an integrated marketing campaign. [...]
[...] This encourages the consumers to purchase more of that product as the game pieces are only on the medium and large drinks and their large fry options. Consumers who wish to play the game will now their meal choices in order to receive more game pieces increasing their chances to win. There is where the purchase necessary” option in which you can send away to McDonalds and they will send you some game pieces in return. This is of course to keep the contest legal by eliminating one of the elements that make it a lottery, prize, chance and consideration. [...]
[...] Direct Mail as part of Integrated Marketing Communications Direct mail can be a very effective method of advertising to enhance the effectiveness of other integrated marketing communication activities that the advertiser uses, such as closing the sale, complete information and exposure. Close the sale: Besides the alternative of personal selling or telemarketing, direct mail is the best alternative method for closing a sale. The advertisement or promotion received in your mailbox can be considered an product” for other IMC activities that the advertiser uses. [...]
[...] McDonald's use of Direct-Mailing McDonald's restaurants have utilized direct mailing in their latest promotion entitled, “Monopoly The Best Chances The promotion involves a paper simulation of the original Monopoly board game by Parker Brothers. Referred to as the “playing board”, consumers use this to organize their game pieces received with each purchase of selected items. The game pieces are made to imitate the property cards of monopoly. In the original game the player must own all properties of a specific colour before placing houses and hotels on them, it is the same way with the McDonalds game, the customer or participant must find all three property cards of a specific colour in order to be eligible to win the prize. [...]
[...] - Bad Reputation, Consumers attitude is often negative towards direct mail because of the “junk mail” attitude and the wasteful use of materials. How it is measured: For every sales promotion the company that is administering it wants to know its effectiveness. For this, they need to measure just how effective their campaign has been. In the case of direct mailing, the choice of how to measure the success of the promotion can be quite limited. It is assumed that because the advertisement has been delivered directly to the homes of the target consumers that they are aware of the promotion and offers being made. [...]
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