Free

Junk 'mail' - nuisance or opportunity - Essay Example

Comments (0) Cite this document
Summary
Direct mailing in marketing, often called junk mail, can be sent in many different types of forms, from the catalogue sent to generic household consumers, to electronic mail sent as a promotion for a product discount. The idea that consumers in society have associated the name…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.6% of users find it useful
Junk mail - nuisance or opportunity
Read TextPreview

Extract of sample "Junk 'mail' - nuisance or opportunity"

Junk mail – nuisance or opportunity? BY YOU YOUR ACADEMIC ORGANISATION HERE HERE HERE Junk mail – nuisance or opportunity? Direct mailing in marketing, often called junk mail, can be sent in many different types of forms, from the catalogue sent to generic household consumers, to electronic mail sent as a promotion for a product discount. The idea that consumers in society have associated the name junk to direct mailing tends to show that there is a great deal of negative thought about these types of marketing tools. “Irrelevance remains a major problem…consumer feedback is plain: ‘Send me something I’m interested in, or shut up” (Thorpe, 2008, p.38). Junk mail can be sometimes sent to the wrong consumer audience because the business did not conduct enough research about who their potential buyers are. For example, it would not make sense to send direct mailings in a mass strategy when there is only a fraction of the population with the cash resources to buy your product. At the leadership level, direct mail can be a disadvantage if the business does not have a well-trained and knowledgeable marketing staff able to ensure the information is targeted correctly.
A recent study identified that many consumers would not even bother to open a piece of direct mail if they noticed an obvious mistake (McLuhan, 2008). This would require the company to closely monitor issues of editing and content when developing the direct mail literature. Sometimes these are sent out to third party printers, which make error correction and checking prior to mailing very important. Even in the electronic mail environment, if the information has grammatical errors it can be a serious disadvantage to company reputation. This is especially true considering that three quarters of all consumers surveyed said they would not even open the junk mail.
There are advantages to junk mail, however, including growth in sales coming from catalogues. “The catalogue is seen as something of a renaissance marketing tool” which generated sales of over £3.6 billion in 2004 (Marketing Week, 2005, p.37). This means that there are consumers who are attracted by the look and pictures of catalogues or they simply find them to be convenient methods to order merchandise. For the older consumer who might be intimidated by the online environment, catalogues sent to this group will likely have more sales results.
Growth in the Internet across the world continues to climb as nations become more developed and have better electronic infrastructures. With more people online, this represents more marketing opportunity to reach more audiences and find more sales growth. Even though modern spam filters in consumers’ email accounts tend to block nearly 98 percent of what is considered spam marketing, this is an excellent way to achieve more sales simply through exposure. The messages which are not automatically tossed into the electronic junk mail file still reach the consumers’ inbox and some of these likely generate interest if they are relevant to their income, lifestyle, or personal values related to the product being promoted. Junk mail can be a major advantage, despite its disadvantages.
References
Abbott, Richard. 2008. Direct marketing leagues, Marketing, London. 2 Apr 2008, pp.29-33. Viewed 20 Nov 2009 at http://proquest.umi.com.bakerezproxy.palnet.info/pqdweb?index=0&did=1500879611&SrchMode=1&sid=1&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1259294933&clientId=4682
Marketing Week. 2005. Direct marketing: An old medium that’s still vital in the new economy, London. 24 November, p.37. Viewed 20 Nov 2009 at http://proquest.umi.com.bakerezproxy.palnet.info/pqdweb?index=13&did=1903810201&SrchMode=1&sid=2&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1259295139&clientId=4682
McLuhan, Robert. 2008. Missing the target, London. 1 Oct 2008, pp.38-34. Viewed 20 Nov 2009 at http://proquest.umi.com.bakerezproxy.palnet.info/pqdweb?index=5&did=1586935741&SrchMode=1&sid=3&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1259295185&clientId=4682
Sanghera, Sathnam. 2006. And now, a word of appreciation for spam, wonderful spam, Financial Times, London. 24 February, p.10. Viewed 19 Nov 2009 at http://proquest.umi.com.bakerezproxy.palnet.info/pqdweb?index=82&did=992873531&SrchMode=1&sid=5&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1259295336&clientId=4682 Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Junk 'mail' - nuisance or opportunity Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1560374-junk-mail-nuisance-or-opportunity
(Junk 'Mail' - Nuisance or Opportunity Essay Example | Topics and Well Written Essays - 500 Words)
https://studentshare.org/miscellaneous/1560374-junk-mail-nuisance-or-opportunity.
“Junk 'Mail' - Nuisance or Opportunity Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/miscellaneous/1560374-junk-mail-nuisance-or-opportunity.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Junk 'mail' - nuisance or opportunity

Tresspass/Nuisance

...Introduction Construction engineering is one of the trickiest sections of engineering. This is due to disputes that often arise. Trespass or nuisance is one of the most common disputes in construction among neighbours. This is because neighbours ought to consult each other in case they are intending to put up new structures that might lead to dispute or trespass. This paper evaluates a trespass case study. It also highlights the implications of trespass and merits of standard contract forms. Furthermore, it highlights a business operation case study. Question 1: At what point does a breach of planning control occur? Identify this and explain the procedure that the defendant should or could take to help rectify the...
10 Pages(2500 words)Essay

Nuisance and Tresspass Law

...? NUISANCE AND TRESPASS LAW The case between Harrington & Nephew Ltd and David family’s case on torts. In this case, the company has committed tortuous acts to David while David too is liable to the company for their tortuous actions. The paper will dissect the nature and extent of these tortuous actions and the remedies available to both parties. Private nuisance is the form is the tort in which ones right in the enjoyment of property is interfered with. It can either take the form of invasion or withdrawal or both (LaMance, n.d). What is important in the determination of private nuisance is the element of infringing the right of enjoyment of property. In nuisance, the...
6 Pages(1500 words)Essay

E-mail

... during a routine foot patrol in the Al Anbar province of Iraq has spared off a debate on his e-mail account with his family staking claim to access its details. The parents' claim that his son's email account should be made accessible to them was bluntly rejected by the Internet giant Yahoo on the ground that it violated the privacy rules (Chambers, Yahoo denies family access to slain soldier's e-mail). The question is whether or not his parents should be allowed access to his email account. The killed marine's father, John Ellsworth, argues that his son's email account, with its complete details, works as a journal for future generations as it provides an opportunity for people to go through the actual words from someone direct... 1 The...
3 Pages(750 words)Essay

The mail

...Identifying Your Intent unit3IP: The mail I need your assistance in the preparation of a presentation where am hosting very important people in the society, I am expecting the chief executive officer and other senior officials from the distant learning company on the 27th of this month. My main objective in this presentation is to obtain a two million dollars loan to fund a distance learning company I want to start, if all goes well then it will commence next year. All the guests I expect to attend hold a masters degree and above from various recognized universities, therefore their main interest will be determine if I deserve the loan, they would also like to learn how I will budget the money and how I will obtain...
2 Pages(500 words)Essay

Permission marketing is intrusive advertising: The issues surrounding junk mail and Spam

...theyve already done business with is spam” (Dean, 2003). Proponents of permission-based emails argue that the receiver can simply hit the delete button or use an opt-out option listed in the electronic advertisement if they do not want to view the email. “Permission marketing offers the consumer an opportunity to volunteer to be marketed to…it serves both consumers and marketers in a symbiotic exchange” (Godin, 1999, pg. 43). Opponents charge anything that arrives in the inbox that the recipient didn’t request is spam and that just because a purchase is made doesn’t give that company the right to inundate them with junk mail. The debate is joined whether this tactic serves to...
27 Pages(6750 words)Essay

Simulation: Environmental Nuisance Lawsuit

...The implementation of environmental legislations or any other law enforcements agencies today, makes it very easy for a person to win the upper hand in a case where he is reporting rightfully. However, some people today are not suing to rectify matters, but are looking for ways to get an easy buck through the judicial system. The case at hand talks about a group of people living near a dairy farm, and the issue is whether the processing of manure is a public nuisance to the people living nearby. A Mr. Chris Lively has been sued for the purpose that the farmhouse he owns, Northfield Farm, indulges in creation and processing of large amounts of manure which causes problems for the neighbors. The lawsuit has been filed by...
2 Pages(500 words)Case Study

Junk food

...Junk Food with more information about affiliation, research grants, conflict of interest and how to contact Junk Food Junk food is a food which is very easy to make and serve, but not good, unimportant and less nutritional to the body. Junk food contains high levels of sugar, salt and calories which is not healthy to consume. It is widely believed that “the term was coined by Michael Jacobson, director of the Centre for Science in the Public Interest, in 1972” (Fast Foods Destroy Sperm, 2012). Sweet deserts, fried fast food, sugary carbonated beverages are considered to be junk foods. Depending upon the preparation and ingredients used to make, junk food may either healthy or not. Most of the food in this category is oily food... which is...
3 Pages(750 words)Essay

Junk food

...Junk food Affiliation: Summary Prewriting The topic is on health and wellness and it concerns the issue of junk food in school and whether it is the main cause of obesity among the children. The title of the article is “Junk food in schools and childhood obesity.” And the intended audience is guardians. The authors are experienced researchers with renowned credible corporation known as RAND which provides quality and objective research services. With the increase in childhood obesity, the topic presents an arguable claim. Topic statement Junk food in elementary school contributes minimally to the obesity among the children of this age and especially fifth graders as...
3 Pages(750 words)Assignment

Mail

...Direct Mail Piece Analysis What is the purpose of the direct-mail piece you have chosen? The selected direct mail piece is a make a mail order sale, which is an indirect technique of selling in which the consumer is encouraged to place purchase orders with the products they choose being delivered to their home (Kotler & Keller, 2012). This order seems to have been either delivered through email on the internet or delivered to consumers in the post. The customer is required to provide their home, business, or residence address to the company for delivery purposes, specifically after reading the make a mail order sale and deciding to purchase the product....
2 Pages(500 words)Essay

Junk Van

...more accesses it will have to pay $50 per user per year which is significantly smaller than any other offer on the market. All this means that Junk Van will be able to reduce the costs that are associated with design and maintenance of the system which will provide it with an opportunity to direct the remaining cost to advertising. Therefore, this option seems to be rather attractive because it if compared to other solutions if hardly costs any money. Other than providing extra funds that can be directed to advertising, Junk Van might decrease the amount of money that the customers are charged with. This will have a tremendous positive experience since within the industry in question...
7 Pages(1750 words)Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Junk 'mail' - nuisance or opportunity for FREE!

Contact Us