Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
14. Direct Marketing © The McGraw−Hill
Companies, 2003
and maintain a significant amount of information about its clients. The aim of CRM is
to establish a relationship with one’s customers through affinities, personalized communications,
and product/service offerings. For CRM to work effectively, a database
is required. While CRM relies on technology specifically designed for managing customer
relationships, there are overlapping characteristics of CRM and database marketing.
Suffice it to say at this point that many of the techniques employed in database
marketing are necessary to develop an effective CRM program.
Numerous other companies have established comprehensive databases on existing
and potential customers both in the United States and internationally. IMC Perspective
14-1 provides additional examples. Database marketing has become so ubiquitous that
many people are concerned about invasion of privacy. Direct marketers are concerned
as well. The Direct Marketing Association (DMA), the trade association for direct
marketers, has asked its members to adhere to ethical rules of conduct in their marketing
efforts. It points out that if the industry does not police itself, the government will.
Sources of Database Information There are many sources of information
for direct-marketing databases:
• The U.S. Census Bureau. Census data provide information on almost every
household in the United States. Data include household size, demographics,
income, and other information.
Exhibit 14-3 Blockbuster
uses mailers to cross promote
Exhibit 14-2 Hertz seeks
permission to use receivers’
names
469
Chapter Fourteen Direct Marketing