by Law Yuet Yung, Florence, Ma Yuen Hung, Pony. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 62-66). / ACKNOWLEDGEMENT --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Definition of Direct Response Television Advertising --- p.1 / Chapter 1.2 --- Development of DRTV Advertising in the United States --- p.2 / Chapter 1.3 --- Merits of DRTV Advertising --- p.3 / Chapter 1.4 --- Emergence of DRTV Advertising in Hong Kong --- p.4 / Chapter 1.5 --- Research Objectives --- p.5 / Chapter II. --- RESEARCH METHODOLOGY --- p.7 / Chapter 2.1 --- Literature Review --- p.7 / Chapter 2.2 --- Direct Observation of DRTV Commercials --- p.8 / Chapter 2.3 --- Interview with DRTV Marketers and DM Agency --- p.8 / Chapter 2.4 --- Interview with Television Broadcasting Companies --- p.8 / Chapter 2.5 --- Interview with Consumer Council --- p.9 / Chapter 2.6 --- Interview with Consumers --- p.9 / Chapter 2.7 --- Analysis and Conclusion --- p.10 / Chapter III. --- FINDINGS FROM LITERATURE REVIEW --- p.11 / Chapter 3.1 --- Experience in the United States --- p.11 / Chapter 3.2 --- Reasons for DRTV Advertising to Become Popular in the United States --- p.13 / Chapter 3.3 --- Consumer Acceptance of DRTV Advertising in the United States --- p.13 / Chapter IV. --- DIRECT OBSERVATION OF DRTV COMMERCIALS --- p.15 / Chapter 4.1 --- Development of DRTV Advertising in Hong Kong --- p.15 / Chapter 4.2 --- Time Slot and Length of DRTV Commercials --- p.16 / Chapter 4.3 --- Types of Products Sold and Price Range --- p.16 / Chapter 4.4 --- Presentation Style --- p.17 / Chapter V. --- SUMMARY OF INTERVIEW FINDINGS --- p.19 / Chapter 5.1 --- DRTV Marketers and DM Agency --- p.19 / Chapter 5.1.1 --- History of DRTV Advertising in Hong Kong --- p.19 / Chapter 5.1.2 --- Reasons for Going into DRTV Advertising --- p.20 / Chapter 5.1.3 --- Operations --- p.21 / Chapter 5.1.4 --- Conditions Favouring the Development of DRTV Advertising --- p.22 / Chapter 5.1.5 --- Constraints Hindering the Development of DRTV Advertising --- p.23 / Chapter 5.1.6 --- Marketing Strategy --- p.24 / Chapter 5.1.7 --- Cable Television --- p.25 / Chapter 5.1.8 --- Prediction of Future Development of DRTV Advertising in Hong Kong --- p.26 / Chapter 5.2 --- Television Broadcasting Companies --- p.26 / Chapter 5.2.1 --- Regulations Imposed by the Television & Entertainment Licensing Authority (TELA) and Broadcasting Authority (BA) --- p.27 / Chapter 5.2.2 --- Air Time and Charges for DRTV Commercials --- p.28 / Chapter 5.2.3 --- Comment on Development of DRTV Advertising --- p.29 / Chapter 5.3 --- Consumer Council --- p.29 / Chapter 5.3.1 --- Nature and Number of Consumer Complaints --- p.29 / Chapter 5.3.2 --- Action Taken by Consumer Council --- p.30 / Chapter 5.3.3 --- Study Done by Consumer Council on DM --- p.30 / Chapter 5.3.4 --- Advices Given by Consumer Council to DRTV Marketers --- p.31 / Chapter 5.4 --- DRTV Buyers --- p.32 / Chapter 5.4.1 --- Demographics --- p.32 / Chapter 5.4.2 --- Types and Prices of Products Bought --- p.33 / Chapter 5.4.3 --- Reasons for Buying --- p.33 / Chapter 5.4.4 --- Recall of Ordering Process --- p.34 / Chapter 5.4.5 --- Comment on Quality of Products and Service --- p.34 / Chapter 5.4.6 --- General Comment on DRTV Advertising --- p.35 / Chapter 5.4.7 --- Shopping Habit and Decision Making Process --- p.36 / Chapter 5.4.8 --- Subscription of Star TV and Cable TV --- p.36 / Chapter 5.5 --- Consumers Without Prior Purchase Experience through DRTV Advertising --- p.37 / Chapter 5.5.1 --- Demographics --- p.37 / Chapter 5.5.2 --- Reasons for No Intention to Buy --- p.37 / Chapter 5.5.3 --- Comment on DRTV Advertising Programme --- p.39 / Chapter 5.5.4 --- General Perception on DRTV Advertising as a Shopping Means --- p.39 / Chapter 5.5.5 --- Shopping Habit and Decision Making Process --- p.39 / Chapter 5.5.6 --- Subscription of Star TV and Cable TV --- p.40 / Chapter VI. --- ANALYSIS --- p.41 / Chapter 6.1 --- Limitation --- p.41 / Chapter 6.1.1 --- Nature of Study --- p.41 / Chapter 6.1.2 --- Sample --- p.41 / Chapter 6.1.3 --- Non-Professional Interviewers --- p.42 / Chapter 6.2 --- Factors Favourable for the Development of DRTV Advertising in Hong Kong --- p.42 / Chapter 6.2.1 --- Economic Factors --- p.42 / Chapter 6.2.2 --- Societal Factors --- p.43 / Chapter 6.2.3 --- Technological Factors --- p.43 / Chapter 6.3 --- Consumers' Perception and Acceptance of DRTV Advertising --- p.43 / Chapter 6.3.1 --- Merits Perceived --- p.44 / Chapter 6.3.2 --- Risks Perceived --- p.44 / Chapter 6.4 --- Existing Strategy of DRTV Marketers --- p.46 / Chapter 6.4.1 --- Credibility of DRTV Marketers --- p.46 / Chapter 6.4.2 --- Total Marketing Mix --- p.47 / Chapter 6.5 --- Launching of Cable TV --- p.48 / Chapter VII. --- RECOMMENDATION --- p.49 / Chapter 7.1 --- Strategies Recommended to DRTV Marketers on : --- p.49 / Chapter 7.1.1 --- Product Selection --- p.49 / Chapter 7.1.2 --- Pricing --- p.50 / Chapter 7.1.3 --- Delivery --- p.51 / Chapter 7.1.4 --- After-Sale Services --- p.51 / Chapter 7.1.5 --- Presentation Format of DRTV Commercials --- p.52 / Chapter 7.1.6 --- Customer Base Management --- p.53 / Chapter 7.1.7 --- Exploiting Opportunities Provided by Cable TV --- p.53 / Chapter 7.1.8 --- Role of DRTV Advertising in the Total Marketing Mix --- p.54 / Chapter 7.2 --- Need for DRTV Practitioners to Develop DRTV Advertising as an Industry --- p.55 / Chapter 7.3 --- Government Legislation --- p.56 / Chapter VIII. --- CONCLUSION --- p.57 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.62

by Ng Yuk Kwan, Ivan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / Chapter CHAPTER 1 --- BACKGROUND --- p.1-3 / Chapter CHAPTER 2 --- "DIRECT MARKETING: DEFINITIONS, ELEMENTS, HISTORY, LITERATURE" / Chapter 2.1 --- DEFINITIONS --- p.4-6 / Chapter 2.2 --- ADVANTAGES OF USING DIRECT MARKETING --- p.7-8 / Chapter 2.2.1 --- Precision Targeting / Chapter 2.2.2 --- Personalization / Chapter 2.2.3 --- Immediate Response / Chapter 2.2.4 --- Measurability / Chapter 2.3 --- EMERGENCE OF DIRECT MARKETING --- p.9-13 / Chapter 2.3.1 --- The Marketplace / Chapter 2.3.2 --- Reasons for the Growth of Direct Marketing in Hong Kong / Chapter 2.3.2.1 --- The Environment / Chapter 2.3.2.2 --- Consumers / Chapter 2.3.2.3 --- Technology / Chapter 2.3.2.4 --- Forerunners of Direct Marketing in Hong Kong / Chapter 2.4 --- FACTORS AFFECTING CONSUMERS' BUYING THROUGH DIRECT MARKETING --- p.14-16 / Chapter 2.4.1 --- Convenience / Chapter 2.4.2 --- Perceived Risk / Chapter 2.4.3 --- Economy / Chapter 2.5 --- DIRECT MARKETING MEDIA --- p.17-36 / Chapter 2.5.1 --- Direct Mail / Chapter 2.5.1.1 --- Mailing lists / Chapter 2.5.1.2 --- List processing / Chapter 2.5.1.3 --- Solo mailings / Chapter 2.5.1.4 --- Catalog / Chapter 2.5.2 --- Direct Response in Print Media / Chapter 2.5.2.1 --- Merits of Direct Response in Print Media / Chapter 2.5.2.2 --- Magazines / Chapter 2.5.2.3 --- Newspapers / Chapter 2.5.2.4 --- Elements of direct response advertisements in print media / Chapter 2.5.3 --- Telemarketing / Chapter 2.5.4 --- Direct Response Television / Chapter 2.5.5 --- Cable TV / Chapter 2.5.6 --- Video / Chapter 2.5.7 --- Others / Chapter 2.6 --- DATABASE MARKETING --- p.37-42 / Chapter 2.6.1 --- Definition / Chapter 2.6.2 --- Characteristics / Chapter 2.6.3 --- Development phases of Database Marketing / Chapter 2.6.4 --- Integration of Database Marketing and Direct Marketing / Chapter 2.7 --- CONCERNS ABOUT DIRECT MARKETING --- p.43 / Chapter 2.8 --- BIBLIOGRAPHY --- p.44-46 / Chapter CHAPTER 3 --- METHODOLOGY --- p.47-50 / Chapter 3.1 --- RESEARCH DESIGN / Chapter 3.2 --- INTERVIEWS / Chapter 3.2.1 --- Sample / Chapter 3.2.2 --- Data Collection Method / Chapter 3.2.3 --- Field Work / Chapter 3.3 --- CASE STUDY / Chapter CHAPTER 4 --- FINDINGS: THE SURVEY --- p.51-65 / Concepts / Emergence / Life Cycle of Direct Marketing / Relationship Management in Direct Marketing / Direct Marketing Agencies / "Ogilvy & Mather, its Services and Clients" / Times Direct Marketing and its Services / BBRD Chan Direct and its Services / Mailing Lists / Junk Mail / Consumers´ة Perception of Direct Marketing / Direct Response TV / Satellite TV / Videolog / Radio / The Products / Database Marketing & Integrated Direct Marketing Communication / Direct Selling: Introducing Amway / Chapter CHAPTER 5 --- A DIRECT SELLING ORGANIZATION: AMWAY --- p.66-76 / Introduction / Founding / Products / Organization / "Amway International Inc,Hong Kong Branch" / Structure of Amway Hong Kong / U.S.P. and E.V.P. of Amway's products / Direct Sales Agents / Organization of direct selling agents / Business operation of direct sales agents / Support from the company / Future Moves / Chapter CHAPTER 6 --- CONCLUSIONS --- p.77-86 / Summary of Direct Marketing / Direct Selling in Amway is an Application of Direct Marketing / SWOT Analysis / Recommendation 1: Developing customer databases / Recommendation 2: Classifying customers based on their values and loyalty / Recommendation 3: Classifying direct agent accounts based on their value and loyalty / Recommendation 4: Launching direct promotion campaigns at the consumer level / AFTERWORD --- p.87 / APPENDIX / Discussion Outline: Video as a tool in Direct Marketing in Hong Kong / Request Letters: Interviews on Direct Marketing in Hong Kong / with BBRD & Chan Direct / J. Walter Thompson Direct / Leo Burnett / Ogilvy & Mather Direct / Saatchi & Saatchi / Discussion Outlines: An Overview of Direct Marketing in Hong Kong / "(Interview with Mr. Godfrey Rooke," / Mr. Ricky Law Fu-ming.) / Letter: Request for an interview (to Ms. Lindsey Tai)

by Chen Monica, Edmund Cheng Nai Kam. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaves 68-69.

published_or_final_version / Business Administration / Master / Master of Business Administration

by Chow Siu Fung, Clement. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaf 54). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- SCOPE OF THE PROJECT --- p.6 / Chapter III. --- OMNI HOTELS ASIA-PACIFIC --- p.8 / Chapter IV. --- EFFECTIVENESS OF DIRECT MARKETING IN HOTEL INDUSTRY --- p.11 / Chapter V. --- A PROPOSED DIRECT MARKETING SYSTEM IN A HOTEL --- p.15 / Chapter VI. --- HOW TO GET GOOD LISTS AND BUILD OURS --- p.18 / Chapter VII. --- DUPLICATION PROBLEM --- p.23 / Chapter VIII. --- WHAT OFFER WE COULD MAKE --- p.27 / Chapter IX. --- TIMING OF MAILING --- p.32 / Chapter X. --- GUEST HISTORY DATABASE SYSTEM --- p.35 / Chapter XI. --- RANKING METHOD --- p.38 / Chapter XII. --- HOW TO USE THE GUEST HISTORY --- p.41 / Chapter XIII. --- CONCLUSION --- p.45 / EXHIBITS --- p.46 / BIBLIOGRAPHY --- p.54

Thesis--Auburn University, 2009. / Abstract. Includes bibliographic references (p.86-90).

Το περιεχόμενο της παρούσης εργασίας αφορά το άμεσο μάρκετινγκ. Γίνεται μια αποσαφήνιση των εννοιών Direct Marketing, Database Marketing όπως επίσης και των Interactive και Relationship Marketing. Ακολουθεί μια αναδρομή στην πορεία και εξέλιξη του Direct και Database Marketing από τα πρώτα τους βήματα μέχρι και σήμερα. Εν συνεχεία συγκρίνουμε το άμεσο μάρκετινγκ με το κλασσικό mass marketing. Αναφέρονται αναλυτικά ποια είναι τα βασικά εργαλεία και οι μορφές του άμεσου μάρκετινγκ, τις στρατηγικές που πρέπει να ακολουθήσει μια επιχείρηση που το εφαρμόζει, το κόστος των στρατηγικών αυτών όπως και τη νομοθεσία που το διέπει. Επιδιώκοντας να δούμε το βαθμό διείσδυσης του άμεσου μάρκετινγκ στις Ελληνικές επιχειρήσεις και κατά πόσο διατηρούν βάσεις δεδομένων με τους πελάτες του διεξήγαμε μια έρευνα με ερωτηματολόγια. Οι ερωτήσεις αφορούσαν το αν εφαρμόζουν κάποια μορφή άμεσου μάρκετινγκ, τους λόγους που επέλεξαν τη συγκεκριμένη μέθοδο, το βαθμό που τους βοήθησε το άμεσο μάρκετινγκ στην επίτευξη των στόχων τους, τους παράγοντες που κρίνουν ευνοϊκούς σε μια καμπάνια άμεσου μάρκετινγκ και τους παράγοντες που δυσχεραίνουν την εφαρμογή τους. / The content of present assignment concerns the direct marketing. A clarification takes place regarding the definitions of: Direct Marketing, Database Marketing as well as Interactive and Relationship Marketing. Furthermore, a retrospection follows about the course and development of Direct and Database Marketing form their outset till today. Within the assignment, there is a comparison between the notion of direct marketing and the conventional mass marketing. There is also an analytical report about: • the basic tolls and different forms of direct marketing, • the specific strategies which an enterprise should follow • the cost of these strategies • the legislation context In an attempt to recognize and study the infiltration degree and effect of direct marketing on greek enterprises and to which extent they maintain customer database, we conducted a research with questionnaires • The main subject of the questionnaire was: • The application of some form of direct marketing • The reason why the enterprises have chosen to apply some particular method • The extent that direct marketing assisted in the achievement of their objectives, • The favorable and counter- productive factors in a campaign of direct marketing.

Thesis (Ph.D.)--University of Missouri-Columbia, 2007. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on March 11, 2009) Includes bibliographical references.

The aim of my thesis is to analyze the possibility of using a leaflet as an effective tool of marketing communications as well as to demonstrate the possible problems associated with its preparation and production on a practical example. The thesis consists of two main parts. In the first part of this work theoretical approaches to communication and representation of a leaflet campaign are discussed. Main attention is paid to direct marketing, as area in which a leaflet as a communication tool belongs. In the second part the theoretical hypotheses, together with an own survey are analyzed and applied on the example of Ahold company and its competitors. This part also examines in detail the production process of the leaflet and proposes possible solutions. In conclusion, the findings of the two parts are described and new possible approaches are recommended.

Telemarketing has become a big industry and convenient way of successfully managing business affairs with low costs. The aim of the thesis is to present telemarketing services from the customers point of view; analyzing what are consumer behavior towards telemarketing in Georgia and the Czech Republic, and also what are the perceptional and attitudinal causing factors of these behaviors. This is the comparative study and the research is mainly based on the primary data. For the research accomplishment, the questionnaire survey was used for gathering important information and data in order to make the relevant conclusions. According to the results, B2C telemarketing services are not welcomed in the Czech Republic and people tend to have mostly negative attitude. In case of Georgia, people have relatively more positive attitude and behavior towards telemarketing services.