1. You have been asked to develop a DRTV campaign for a product. Choose a specific product in the market today for illustration.
a. What would you want to know about the product before developing that campaign?
b. What elements go into an effective DRTV Spot?
c. What specific recommendations would you make for the DRTV elements for this product and why?
2. Your client is a US based, multi-channel direct marketer of expensive ($200-$300) bathing suits for women 21-30 years old. They have asked you to develop a plan to expand their business globally. Initially, they would like to look at three countries with large seacoasts: Brazil, the United Arab Emirates and Spain. They would use direct mail initially.
a. What cultural, societal or language issues are there in creating marketing communication for these three markets?
b. Are there mailing lists available in the three markets? From whom?
c. Which of the three markets would you choose as the best for this expansion? Why?
3. A number of companies and their customers have been affected by a recent breach of security at Epsilon. NY Times Article on Epsilon Security Breach. You have been hired by Citibank to develop a plan to deal with this issue. In the short run, you need to create an integrated direct marketing campaign to communicate with your customers on this issue.
a. What is your recommended objective for the campaign?
b. What communication channels/media would you use for this campaign?
c. What messages and call to action should these channels communicate?
d. What other key elements, not addressed above, should be included in this plan?