Multi-level advertising
Multi-level advertising is a method in the advertising industry in which successive, conceptually coordinated advertising measures are used to trigger a desired reaction. It is used both in classic advertising and in direct marketing . The advantage is to minimize wastage and to select the core target group more clearly. Occasionally this technique is also used to build tension - for example when launching a new product.
In the first step of a multi-level scale advertising campaign, it is usually a matter of comparatively inexpensive mass advertising (coupon display, mailing , flyers) the greatest possible number of potential customers (cold addresses) to respond. Who by his answer ( Response shows) interest in the products or services offered, becomes a "hot address." In a second step, which is aimed exclusively at interested parties, higher quality advertising materials (brochures, catalogs ) can now also be used.
See also
literature
- Joseph F. Schöngruber / Harald Faust: Response Management. Ettlingen 2002
- Bruns, Jürgen: Direct Marketing. 2nd edition, Ludwigshafen Kiehl Verlag 2007
- Dallmer, Heinz: Direct Marketing Manual. 7th edition, Wiesbaden 1997
- Holland, Heinrich, Direktmarketing, 2nd edition, Munich 2004
- Krafft, Manfred; Hesse, Jürgen; Knappik, Klaus M .: International direct marketing. 2nd edition, Gabler 2006. ISBN 3-834-90419-8
- Bayer, Malte C .: An advertiser unpacks - direct marketing according to plan. Lahr 2003 ISBN 3-00-012317-2
Web links
- Link catalog on the topic of marketing and advertising at curlie.org (formerly DMOZ )