MKTG 343 - Strategic Media Planning for Direct Marketing

Institution:

Mercy University

Subject:

Description:

This course focuses on the media of direct marketing. Topics include the functions of list brokers, list managers, media buyers, and alternative media brokers; types of mail lists (consumer/B-T-B, response/compiled, buyers/inquirers, TV generated, space generated, direct mail sold, subscribers); criteria and techniques for list selection (geo/ demo/ psychographics, house file/rental files, segmentation, CPM, testing, interfacing with database segmentation and modeling capabilities); placing different types of media; merge/ purge criteria and processing (house file, rented lists, suppression files); list hygiene; and list rentals. Prerequisite: MKTG 341. 3 sem. hrs. 3 crs.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.mercy.edu

Phone Number:

(800) 637-2969

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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