direct marketing channel choice

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Lindsey Fair, MBA

Empresariales Educación

deciding the
channel
presented by Lindsey Fair

info availability
what contact info
do you have?

channel tolerance
do they like to
communicate that
way?

offer immediacy
is there a short
timespan, or a
specific date for
redemption?

necessity of virality
does it need to go
viral, or is the list
enough?

level of trackability
do you need to
collect full data?

estimated cost per response
Gross Rating Points
(GPR) vs Cost Per
Response (CPR)

CPR
Total cost of a DM
campaign / # of
responses that
campaign generated

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