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

Exercise 15

Karen's Formal Dress is a retailer specializing in formal and wedding wear. She has a database with over 3,000 names of individuals who have purchased or rented formal wear. She would like to develop a permission marketing program. How can the marketing team encourage individuals to give permission to receive marketing materials Once the company has the customer's permission, how can the relationship be continued to make it beneficial to both the consumer and to Karen's Formal Dress Describe the methodology Karen should use in her permissions marketing program, including the types of materials, methods of distribution, and incentives.