It has been considered that spam is one of the worst advertising tools in the Internet because of wide range of porno, Viagra, luxury brands’ replicas and other unwanted mailings all over the world; nevertheless, a lot of companies continue to use this tool for products’ or services’ introduction to their potential clients and partners. According to the author’s personal four-year-experience in marketing field, the mostly asked question by companies is how to advertise the product or service to new potential partners or clients using spam without losing the reputation of the company. The author wishes to investigate whether it is possible by carefully thought-out and aimed at the right market spam advertisement to draw people’s attention. This study employs partly quantitative and partly qualitative research approach. Empirical data collection is organized through questionnaires and personal mailing experiment. Random people who filled in the first questionnaire were from the author’s personal network all over the world. Regarding the second questionnaire the author has chosen to research Commonwealth of Independent States (CIS) as the area of medium-sized companies’ location. The author used 2 million American e-mail addresses in her personal mailing experiment. In order to analyze the findings through a set of graphical techniques exploratory data analysis was used. Both questionnaires consisted from dichotomous (Yes-no) questions, alternative questions, wh-questions and descriptive questions, analysis of which incorporated through the literature review. In addition to this, personal mailing experiment is present in the study where the author tests the attitude towards spam and the perception of advertisement based on the literature review as well. It became clear that it is possible by carefully thought-out and aimed at the right market spam advertisement to draw people’s attention. The author’s experiment has proved that there are some people or the e-mail users who actually buy products advertised in spam e-mails. One of the factors that influence attitude towards e-mails might be because of the particular spam usefulness or low time consumption but the success of the online advertisement depends on people’s perception. In the particular case the attitude towards advertisement was determined by advertisement’s execution and feelings transferred by it. It is important to remember that advertisers have to take main nuances into account when introducing products or services to new clients or partners, such as clear understanding of spam mailing goals, topics of interest, perception of visual information, time of advertisement, and trust.

Universiẗat, Diss.--Mannheim, 2007.

Το direct marketing αποτελεί μια ιδιαίτερη μορφή marketing, όπου κάθε ενέργεια που περιλαμβάνει δημιουργεί ένα είδος διαπροσωπικής σχέσης μεταξύ επιχείρησης και πελάτη. Αποτελεί αναπόσπαστο κομμάτι της Ολοκληρωμένης Επικοινωνίας Marketing. Είναι ένας προσωπικός τρόπος προσέγγισης δυνητικών πελατών. Σύμφωνα με τον ορισμό της Direct Marketing Association , direct marketing είναι ένα αμφίδρομο σύστημα marketing (interactive system marketing) που χρησιμοποιεί ένα ή περισσότερα διαφημιστικά μέσα, προκειμένου να πραγματοποιήσει μια μετρούμενη ανταπόκριση (response) ή συναλλαγή (transaction) σε οποιοδήποτε σημείο. Γίνεται αντιληπτό, λοιπό, ότι περιγράφεται ένα αμφίδρομο σύστημα μεταξύ marketer και καταναλωτή. Τα βασικά εργαλεία του direct marketing αφενός δίνουν την ευκαιρία στους καταναλωτές να αποκριθούν θετικά ή μη στα μηνύματα που φέρουν προς αυτούς και αφετέρου δίνουν τη δυνατότητα στους marketers καταγράφοντας και μετρώντας τις αντιδράσεις των καταναλωτών να οδηγηθούν σε σημαντικά συμπεράσματα που θα τους βοηθήσουν σε μελλοντικό σχεδιασμό marketing. Τα βασικά χαρακτηριστικά του direct marketing συνοψίζονται στο ότι βρίσκεται δίπλα στον καταναλωτή, κατανοεί τις ανάγκες του, ανταποκρίνεται σε προσωπικό επίπεδο με τον καταναλωτή και διατηρεί σχέση μαζί του και μετά την συναλλαγή. Η φιλοσοφία του direct marketing είναι ότι κάθε πελάτης είναι μοναδικός. Βασικός σκοπός της έρευνας είναι πως επηρεάζει την καταναλωτική συμπεριφορά η εφαρμογή του direct marketing στο χώρο του φαρμακείου και συγκεκριμένα η εφαρμογή βασικών εργαλείων του direct marketing εντός του φαρμακείου όπως αυτή αποφασίζεται και σχεδιάζεται τόσο από τις εταιρίες όσο και από τον φαρμακοποιό. Η ερευνητική βάση της παρούσας εργασίας ήταν πως το direct marketing σε μη συνταγογραφούμενα φάρμακα- OTC δύναται να επηρεάσει την αγοραστική απόφαση του ασθενή ή δυνητικού πελάτη στο χώρο του φαρμακείου. Αποδεικνύεται, λοιπόν, ότι τo direct marketing εφαρμόζεται επιτυχώς στο σύγχρονο ελληνικό φαρμακείο. Σκοπός μιας θεματικής προβολής ενός φαρμάκου ή άλλου φαρμακευτικού ενδιαφέροντος προϊόντος είναι να λειτουργήσει σαν έναυσμα για τη συμβουλευτική προσέγγιση και πώληση. Η οργάνωση της θεματικής προβολής ξεκινά με στόχο να δοθεί ένα ξεκάθαρο μήνυμα στον επισκέπτη. Όπως προκύπτει από την ανάλυση των δεδομένων, ιδανικό είναι να γίνεται παρουσίαση σε τουλάχιστον 3 βασικά σημεία όπως είναι η βιτρίνα του φαρμακείου (την πρώτη εικόνα που έχει ο πελάτης που έρχεται στο φαρμακείο), γόνδολες ή σταντ στο χώρο προς το σημείο εξυπηρέτησης και ο πάγκο εξυπηρέτησης. Η έρευνα έγινε σε φαρμακεία δυο πόλεων της Ελλάδας( Πάτρα και Αθήνα) και απευθυνόταν σε ασθενείς και πελάτες των φαρμακείων, η επιλογή των οποίων ήταν τυχαία. Δημιουργήσαμε ένα ερωτηματολόγιο με 9 ερωτήματα και αντίστοιχα υπο-ερωτήματα. Αρχικά μοιράστηκαν 150 ερωτηματολόγια από τα οποία απαντημένα επεστράφησαν 102. Η συλλογή των απαντήσεων έγινε με την μέθοδο των προσωπικών συνεντεύξεων. Μετά τη συλλογή των ερωτηματολογίων και την καταγραφή των δεδομένων, έγινε η επεξεργασία τους με το στατιστικό πρόγραμμα spss.17 για τη εξαγωγή συμπερασμάτων. Το 44,1% των συμμετεχόντων στην έρευνα ήταν άνδρες και το 55,9 % γυναίκες. Η κατηγορία φαρμάκων που κερδίζει την προτίμηση των καταναλωτών και την οποία αγοράζουν σε τακτική βάση είναι τα αναλγητικά- αντιπυρετικά σε ποσοστό 39,2% και ακολουθούν τα αντιφλεγμονώδη –αναλγητικά σε ποσοστό 14,7%. Από την πρώτη σε προτίμηση κατηγορία φαρμάκων, το depon είναι εκείνο που αγοράζουν τακτικά οι καταναλωτές, ενώ από τα αντιφλεγμονώδη- αναλγητικά προτιμούν το ponstan. Οι συμμετέχοντες στην έρευνα συνηθίζουν να αγοράζουν τα φάρμακα βασιζόμενοι στην εμπειρία τους, στην διαφήμιση αυτών και στην ελκυστική συσκευασία τους, φροντίζουν να ενημερώνονται για τα κυκλοφορούντα OTC φάρμακα στην αγορά, η αγοραστική τους απόφαση επηρεάζεται από τις προωθητικές δραστηριότητες και ενδιαφέρονται για την ανάπτυξη ουσιαστικής επικοινωνίας με τον φαρμακοποιό. / Direct marketing is a special form of marketing, where every action creates a unique relationship between the venture and the customer. It is considered as an integral piece of Integrated Communication Marketing. Rather it can be characterized as a personal way to approach potential customers. According to the definition of the Direct Marketing Association, Direct Marketing is an interactive marketing system that uses one or more advertising means, so that it realises a measuring response or transaction at any point. As it is obvious, we have described an interactive system between the marketer and the consumer. The main philosophy of the direct marketing lies in the fact that every consumer is unique. We can summarize the basic characteristics of direct marketing in the following: • it tries to be near the customer, • understand his needs, • respond to them in a personal level • and to maintain a good relationship with him, even after the transaction. The basic tools of direct marketing enable on the one hand the consumers to respond directly in their own way (positively or negatively) to the messages of the marketers, and on the other hand enable the marketers to record and measure the counteractions of the consumers, so that they can actually conclude in significant results for their future marketing plans. The purpose of this study is to examine how the patient/consumer behavior is affected by the implementation of direct marketing in the actual area of a pharmacy, as this is applied either by companies or by the pharmacist himself. We restricted our research concern only to OTC medicines; therefore we could have a sample, where the final decision about drug consuming would be on the patient alone. We have seen that the direct marketing is successfully applied in today’s Greek pharmacy. The research took place in the pharmacies of two major cities of Greece, Athens and Patras, and was addressed to patients, who were randomly chosen. We handed out 150 questionnaires but finally gathered 102. We used SPSS 17 to process the data. 44,1% of the respondents were men and 55,9 % women. The first category of medicine that the patients buy is analgetics-antipyretics followed by anti-inflamatory drugs. As we have seen the major reasons that make patients decide what medicine to consume are experience, advertisements, and package.

The main aim of this diploma thesis is an analysis of marketing communications. At first it is focused on marketing communication tools: product, promotion, distribution and pricing. Thenext part describes marketing communication tools, such as: advertising, sales promotion, personal selling, direct marketing and sponsorship. In the literature review are also mentioned new trends in marketing communications. On work is then focused on the characteristics of company analysis elements of the marketing and communication mix. An assessment of the marketing communication is made based on observations and interviews in GMS Wholesale Ltd. Proposed potential recommendations in conclusion were achieved by data research and internal study of the company GMS Wholesale Ltd.

Cell-phones and the Short Message Service (SMS) have become an important part of people's lives, with significant implications for communication and information transmission. The SMS, based on its versatility as a personal and direct medium of communication, provides an excellent means of marketing and also a possible avenue to the Nelson Mandela Metropolitan University (NMMU) for marketing its programmes. However, the success of such mobile (SMS) marketing depends largely on its acceptance by high school learners. The objective of this study was to determine whether Port Elizabeth’s high school learners are likely to accept marketing messages of the NMMU via SMS. This objective was achieved with the relevant literature study and empirical study. The literature study provided an overview of mobile marketing, mobile advertising and a detailed discussion of the SMS as a marketing tool. The various factors that might influence cell-phone users’ acceptance of mobile marketing were also reviewed. The relevance of these factors to mobile (SMS) marketing was tested using a model developed by Bauer, Barnes, Reichardt and Neumann (2005: 186) as the basis. (ii) The empirical data were collected by means of a survey, and using a self-administered questionnaire. Based on a systematic sampling, 480 respondents from 17 feeder schools of the NMMU in Port Elizabeth were selected, 417 completed the questionnaire. The empirical findings showed that most Port Elizabeth’s high school learners owned a cell-phone, their most used form of SMS was text messaging and that they are keen to receive study information from the NMMU. The data of the current study did not fit the model proposed by Bauer et al (2005: 186, as shown in Figure 1.1), and also did not fit a modified model (see Figure 3.1). Hence, further analysis and manipulation of the data resulted in a more appropriate model (see Figure 5.7). The study proposes that, Port Elizabeth’s high school learners currently display some acceptance of mobile marketing. The NMMU can consider developing and using mobile (SMS) marketing for promoting its study programmes to high school learners, although it can still not be used as the major marketing instrument. It should be effective if used with push advertising, in conjunction with other media and through capitalizing on the influence of reference groups.

A significant amount of pharmaceutical marketing literature is available. Most of this marketing has doctors, physicians and specialists as main target audience due to the fact that, historically, these medical professionals were the main pharmaceutical purchase decision makers. Pharmaceutical marketing literature has, historically, also been biased towards the private health sector for obvious reasons as the private health sector constitutes the minority of the pharmaceutical market but with a significantly enormous purchasing power than the public healthcare market, constituting the biggest pharmaceutical market in numbers. It is not surprising therefore that majority of pharmaceutical marketing models have been tailor made for the private healthcare market as the growing number of pharmaceutical companies compete for a piece of the small but extremely profitable private healthcare market. South Africa is no exception as it reflects exactly the same pharmaceutical landscape as described above. For growth purposes, pharmaceutical companies have been showing a continued interest in the public healthcare market in Africa as the vast numbers of the African population present an opportunity for pharmaceutical sales. The inspiration of this research study emanated from the realisation that, in order for pharmaceutical companies to take advantage of the looming African opportunity, there is very little literature on pharmaceutical marketing in the public health sector of which majority of the African market constitutes. This study therefore investigates the impact of marketing communication mix elements on pharmaceutical purchasing decisions for pharmaceuticals in the public health sector in South Africa. Personal selling, public relations and promotions are the marketing communications mix elements being investigated in this study as they are the most commonly utilised in the pharmaceutical industry. Therefore, the study aims to develop an understanding on which of the chosen marketing communications mix elements has the most influence on the pharmaceutical purchasing decisions in the context of the public health sector in South Africa. The study also aims to explore the causal effects of such influences in the public health sector in South Africa. The findings will be valuable to pharmaceutical marketers that are trying to tap in the public health sector market as it is different from the private health sector. The study employs more qualitative approach. A small sample was utilised from the public health sector in the Eastern Cape Province in South Africa. Semi structured interviews were used to collect data which was analysed using grounded theory data analysis methodology. Empirical results revealed that personal selling influences pharmaceutical purchasing decision the most and promotions the least. Mitigating factors were uncovered to assist in optimising the marketing communication efforts for marketers in this sector.

The objective of the study was to analyse selected e-mail (newsletter) campaigns to show what kind of information companies share in their campaigns, what is the optimal frequency of mailings and how is this form of marketing communication perceived by the recipients. This objective was achieved using two methods: Firstly, newsletters from selected companies were collected and analysed as to their content, frequency and other specific features. Secondly, a questionnaire was administered to mailing recipients. The results obtained using the above methodology show that campaign recipients currently tend to perceive newsletters negatively and there are specific negative elements that deter recipients.

Cílem této diplomové práce je zjištění skutečnosti, jak působí direct marketing na malé a střední podniky v oblasti průmyslového trhu v České republice a na základě zjištěných informací navrhnout optimální řešení direct marketingové komunikace s těmito typy podniků pro společnost Vodafone. K získání požadovaných informací jsem v rámci diplomové práce provedla marketingový výzkum, ve kterém jsem využila jednu z metod kvantitativního výzkumu, a to dotazování přes internet. Výsledky výzkumu jsou formulovány obecně a může je využít jakákoli společnost, která by chtěla oslovit zmíněné typy podniků.

This dissertation is compounded from theoretical and practical part. The theoretical one is focused on description of telemarketing and its kinds. Then presents database marketing from build own database through types of database marketing and data mining. For effective telemarketing is essential to use various tools, specific forms of calls, knowledge of phone structure and art of negotiation with difficult customers. Integral part is the fair system of reward and well set selection process. The core of the practical part is to apply obtained theoretical knowledge on the real environment of telephone operators and managers of telemarketing agencies. The results from realized questionnaire research are interpreted to analyze under what conditions is telemarketing effective tool of marketing communications. Achieved findings are consequently used for formulation of suitable recommendations.

This thesis is specialised to analyse clients responds from banking industry to mar-keting campaigns. For purpose of such study are from the view of the information systems essential Customer Relationship Management systems, CRM systems, their operational part, with which are working all the employees and also analytical part, which serve for agregation a usage information of the operational part for desicion making. For the sake of correct understanding of the business logic of these systems is thesis concerning also area of direct marketing, which is object of CRM marketing campaigns. From theoretical point of view is suitable in the name of marketing campaigns evaluation work with Customer Intelligence and its selected topics. As a case study has been used real situation of the bank existing on the czech ban-king market, which is in current time working of implementation of a new CRM system Siebel. Situation in the bank and also on the project has dynamical charakter. Target of the thesis is to find out and provide the way how CRM system supports scoring of campaign succes, which is important for decision making about products offered to clients and about choice of appropriate communication. There are also mentioned other options of develop-ment these analytical tools.