Re: Permission vs Interruption Marketing

From: John Gaskill <gm_at_info-central-usa.com>
Date: Wed 19 Apr 2000 13:56:28 +0000

ANDY BROCK WROTE:
> Forgive me for wondering outloud on this subject. I
> have read some interesting comments, but I was left
> wondering if what form of advertising or promotion you
> choose depends more on what product or service you
> sell, and what media you are using? Being kind of a
> mild person, I like the idea of permission marketing.
> But if I was selling a $50 music system for children,
> would I sell more with permission or interruption
> marketing? And if I was advertising on TV on Saturday
> morning during prime cartoon time, would I use
> permission or interruption marketing? Push or Pull
> doesn't it depend on What and Where? And maybe both can
> be useful together?

The original term for what some are calling
"interruption marketing" was intrusive advertising.
The advertiser's message intrudes on whatever the
intended subject is doing at the time the message is
presented.

Examples of exclusively intrusive/interruptive
advertising types are:

1) All broadcast media (because the message intrudes
   on the time spent with the broadcast);

2) Print advertising in books, magazines and other
   materials with editorial content;

3) Outdoor advertising.

4) Unsolicited Direct Mail advertising;

5) Unsolicited telemarketing calls.

Permission marketing is following up a prospect's
expressed interest in your product/service with
additional contacts (ads, coupons, calls, etc.) that
lead to a sale.

Permission marketing contacts may be the result of
initial contacts made through intrusive ads in any
medium (print, TV, radio, cable, net banner, etc.) or
may result from the consumer's own actions using
Directive media or events such as trade shows.

Directive media include:

1) Printed or online directories such as yellow pages
   or industry guides;

2) Classified advertising (printed or online).

3) Brochures or sales literature in a rack where it
   is selected by the target (such as travel brochures
   in a travel agency, or the various coffee and
   self-promotion flyers seen at Starbucks);

4) The internet to one degree or another. But the
   internet is really just a communications medium.

Don't equate being a mild person with using
"permissive" techniques. Learn how and where to use
the various types to your best advantage.

If you are not a serious student of the subject, you
may be best served by reading a "classic" on the
subject of advertising. These two are good for
starters:

1) Ogilvy on Advertising by David Ogilvy

2) How to Make Your Advertising Make Money by
   John Caples

Ogilvy and Caples are well-known figures in the ad biz
of yore. These books share two lifetimes of successful
advertising experience and knowledge.

If you want more book references, a book list is
available in our free browser user manual as
Booklist.Txt. Get it from:

http://www.info-central-usa.com/XT/PC-DOWNL.HTM

Regards,

John Gaskill
gm_at_info-central-usa.com
make YOUR life easier, discover Info-Central(sm)
http://www.info-central-usa.com





Received on Wed Apr 19 2000 - 08:56:28 CDT