Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

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Creative Corner
Lilly Fashions sells fashionable, trendy clothes. The company's primary target customer is 20 to 30 years old, female, has an average income of $40,000, and has some college. Lilly's marketing team wants to capitalize on the concepts of database marketing and direct response marketing. Design a newspaper advertisement that encourages females in the company's target market to visit the retail store and join Lilly's loyalty program. In addition, design a direct mail piece that would go to individuals who are currently in the database but who have not made a purchase within the last 3 months. Prepare another e-mail that can be sent to members in the database on the person's birthday offering them a free meal at a local restaurant, if they come to the store to pick up the meal voucher. This promotion is a joint promotion with the restaurant, which shares in the cost, which means the restaurant must also be part of the e-mail.