1
1.1 1.1.1 1.1.2 2
1 ( ) 1. 2. 3. 1.2 1.2.1 3
1. 5 0 20 2 ( 3 ) ( ) ( ) ( ) 0 1 0 2 0 3 4
1 0 4 0 5 0 6 ( 4 ) ( ) ( ) ( ) ( ) 2. ( 3 ) ( ) ( ) ( 5
) ( ) ( 4 ) ) ( ( ) ( S I C ) ( 1 2 0 21 4 9 50 9 9 ) 3. 6
1 ( 5 ) 4. ( 6 ) ( ) ( ) ( ) 7
1. 2. 3. 4. 1.3 ( 7 ) 1.3.1 8
1 (Antwerp Electrical Company) (Robin Hay) A E C R 1.3.2 ( ) 9
1.4 ( ) 1.5 10
2
2.1 2.1.1 1. 12
2 (1) (2) (3) 13
( ) ( ) 2. (1) (2) 14
2 1 0 0 0 25 30 (1) 18 2 4 15
(2) ( 16
2 ) 5 5000 1 % 2 % 100 10 % 400 1000 17
(3) 5 15 ( ) (4) ( 18
2 ) ( D M A ) Hay-market House,1 Oxendon Street, London SW1Y 4EE (0171 321 2525). (5) 40 5 50 19
2.1.2 1. 20
2 20 29 30 39 2. ( ) 3. 21
2 5 25 25 2 ( ) 18 18 25 26 4 0 41 55 56 65 65 22
2 4. / 10 2.2 1 23
2 50 5 % 24
2 ( 8 9 ) 50 25 3 0 3 25
2.3 24 26
2 2.4 2-1 2-1 ( 27
) 28
3
3.1 25 3.1.1 ( C o l m a n s ) ( ) 30
3 3.1.2 31
3.1.3 ) ( 60 32
3 3.1.4 ( ) 33
( ) ( ) 3.1.5 34
3 3.2 3.2.1 35
36
3 3.2.2 ( ) 3.2.3 37
3.2.4 ( ) ( ) 3.3 38
3 3.3.1 ( ) 3.3.2 39
3.3.3 40
3 3.3.4 ( ) 1. 2. 3. 4. 5. ( ) 41
1. ( ) 2. V D U 3. 42
3 4. 5. ( D e l i v e r y ) 28 28 ( d e l i v e r ) ( c a r ) ( t r a n s p o r t a t i o n ) ( l e a f l e t ) ( i n f o r m a t i o n ) ( l e t t e r ) ( c o r r e s p o n d e n c e ) 43
6. 3.4 1. 2. 1. 2. 3. 44
3 3.4.1 20 45
3.4.2 3.4.3 46
3 ( ) 500 3.4.4 47
48
4 A I D A
4.1 1. 2. ( ) ( ) ( 4 5 6 ) 50
4 4.2 AIDA AIDA ( A t t e n t i o n ) ( I n t e r e s t ) ( D e s i r e ) ( A c t i o n ) 4.2.1 ( ) 51
( ) 1. 5 1. ( ) 20 % 52
4 2. ( ) ( U S P ) 53
1 0 1 7 20 3. 19 54
4 4.2.2 55
( ) 56
4 4.2.3 4.2.4 57
48 ( ) 4.3 ( 10 ) 58
4 1. 2. 2 000 50 000 2 000 3. ( ) 4. 59
4.3.1 ( ) ( ) ( ) 20 1 ( 5 ) 60
4 B R A D 6 0 % 4.3.2 61
( ) 4.3.3 50 % 62
4 ( ) 4.3.4 63
4.3.5 4.4 64
4 1 3 B R A D 4.4.1 ( 4-1 ) 15 10 % ( ) 15 65
0. 1 % 100 1000 1200 54 000 4-1 60 120 10 20 2 66
4 4.4.2 ( T V R S ) 50 50 % 100 ( O T S ) 400 80 % 5 350 4 50 4.5 ( 11 ) 67
( ) 1000 100 68
5
5.1 ( ) ( ) ( ) A PA ( ) 70
5 5.1.1 ( / ) 18 ( ) 18 ( ) 18 18 ( ) 71
5.2 5.2.1 ( ) ( ) 1. A I D A 72
5 (1) 3 ( ) ( ) (2) (3) 73
( ) (4) ( ) 11 2 8 74
5 2. A I D A S C R A P ( S i t u a t i o n ) ( C o m p l i c a t i o n ) ( R e s o l u t i o n ) ( A c t i o n ) ( P o l i t e n e s s ) (1) 5 (2) (3) 75
(4) (5) 5 250 76
5 179 ( ) 3 31 10 5.2.2 77
5.2.3 1. ( ) (1) (2) 78
5 ( ) (3) ( ) 2. 3 79
( ) ( ) 3. ( ) 80
5 ( ) 12 ) 50 % 81
5.2.4 5 10 % 500 10 % ( ) 1 1. 1 % 2 % 10 % 1 5 % ) ( 82
5 ( ) 2. 15 % 10 % 83
( ) 3. (Drayton Bird) 84
5 1 2 58 5-1 5-1 6 3 2 1. 3 5 1. 2 85
6 500
6.1 ( ) 6.2 ( ) 88
6 AB12 3CD A B 12 2000 2500 AB12 3 150 150 / 6.3 89
1800 6.3.1 12 15 25 30 90
6 6.3.2 ( A H D ) (1) (2) 6.4 ( 6-1 ) 91
6-1 ( A r e n a G Q ) 1995 92
6 6.4.1 6.4.2 93
2 % 3 % 12 100 S w o o s h 50 100 S w o o s h 12 94
6 S w o o s h 3 0 ( 13 15 ) 95
7
7.1 A I D A 7.2 98
7 1 % 1 10 000 1 % 100 25 % 60 % 7.3 99
( ) 1. 2. 3. 4. 5. ( 5 ) 100
7 7.3.1 5 0 % 1 0 0 % ( ) 6 0 % 101
7.3.2 1 9 9 0 100 5 7.3.3 ( 16 19 ) 102
7 ( 20 ) ( 2 1 ) 7.4 ( 103
) 10 000 (Dick Hodgson) H a r r o d s 104
7 15 5 H a b i t a t 7.5 1. 8 105
2. 8 7.5.1 A 5 A 4 A R A D E R 106
7 ( R e l e v a n c e ) ( A u t h o r i t y ) ( Distinctive) ( Entertainment) ( Retention) 107
1. A 5 A 4 24 A 200 2. 108
7 109
( ) 3. 20 110
7 4. 5. 7 3 0 5 100 15 % 111
87 100 44 50 6. ( 22) ( ) 112
7 ( ) 7. ( ) ( 9 5 24 ) ( ) 113
7.5.2 ( ) 3 7.5.3 48 16 114
7 50 % 1 00 % R A D E R 115
8
8.1 ( 23 24 ) ( ) 5 15 ( ) 8.1.1 10 15 118
8 ( ) 8.2 500 X P 30 S 5 00 750 119
8.3 ( 25 ) ( ) 20 % 8.4 ( 26 ) 120
8 ( 2000 ) 8.5 121
( ) ( ) ( ) 8.5.1 122
8.5.2 ( ) ( ) ( ) 8 123
( K e s w i c k ) Liz Baxter : ( ) 124
8 ( ) 8.5.3 A 4 125
( 5 ) 8.6 Benet B e n n e t t 8.7 126
8 ( 1 5 ) ( ) ( ) ( ) ( ) 127
( ) 8.8 2 % 2 128
8 10 % ( ) 15 % 10 % 2 0 % 8.8.1 15 % 129
( We b s t e r ) ( P a t 8.8.2 ( 27 29 ) 200 ( ) 800 30 460 34 8.9 ( 30 ) 130
8 9 6 % 10 % 1 5 % 10 2 0 8.9.1 131
4 0 % 70 % 1. 2. 132
8 3. : 4. 5. 11 5 6. ( ) 7. 133
8.10 ( 7 ) 200 200 134
8 200 135
138
139
3 NAME ( ): ACCOUNT NUMBER( ): PERSONAL DETAILS( ) AGE( ): TYPE OF JOB( ): MARITAL STATUS( ): EMPLOYMENT STATUS( ): NUMBER OF CHILDREN( ): INCOME BRACKET( ): LIFESTYLE( ): CREDIT STATUS( ): OTHER( ): OTHER( ): ADDRESS DETAILS( ) ADDRESS( ): TYPE OF ADDRESS( ): PHONE (DAY)( ( )): REGIONAL CODE( ): PHONE (EVENING)( ( )): SALES AREA( ): OTHER( ): MEDIA AREA CODE ( ): ADDITIONAL INFORMATION( ): 140
4 NAME ( ): ACCOUNT NUMBER( ): CONTACT DETAILS( ) NAME( ): JOB TITLE( ): PHONE NUMBER( ): JOB CODE( ): FAX NUMBER( ): DEPARTMENT( ): E-MAIL( ): AUTHORIZED BY( ): OTHER( ): OTHER( ): COMPANY DETAILS( ) ADDRESS( ): PARENT COMPANY( ): REGION CODE( ): COMPANY CODE( ): PHONE NUMBER(): AREA OF ACTIVITY( ): FAX NUMBER( ): PRODUCTS AND SERVICES ( ): E-MAIL( ): NUMBER OF EMPLOYEES ( ): TELEX NUMBER( ): TURNOVER( ) ADDITIONAL INFORMATION( ): 141
142
143
144
145
146
147
148
12 NUMBER( ): DATE( ): TO( ): FROM( ): FAX NUMBER( ): FAX NUMBER( ): REFERENCE ITEM QUANTITY UNIT PRICE TOTALS COMMENTS ( ): POST/PACKING ) TOTALS ) 149
13 NUMBER( ): DATE( ): AGENCY( ): AREA( ): CUSTOMER:HOUSE MAIL DROP: CUSTOMER RECOMMENDED NUMBER AND CONTENTS RESPONSE TO FOLLOW-UP POSTCODE AND SAMPLES MAIL DROP ACTION COMPLETED BY( ): SIGNATURE( ): 150
14 NUMBER( ): DATE( ): CAMPAIGN( ): REFERENCE( ): AGENCY TARGET AREA NO. OF MAIL DROPS DATES COMPLETED BY( ): SIGNZATURE( ): 151
152
153
17 NUMBER( ): DATE( ) TO( ): FROM( ): REFERENCE ITEM QUANTITY UNIT PRICE TOTALS ( ) ( ) ( ) ( ) ( ) ISSUED BY( ): SIGNATURE( ): 154
155
19 NUMBER( ): DATE( ) TO( ): FROM( ): REFERENCE ITEM QUANTITY COMMENTS ( ) ( ) ( ) ( ) AUTHORISED BY( ): SIGNATURE( ): 156
20 NUMBER( ): DATE( ) TO( ): FROM( ): ORDER REFERENCE ITEM QUANTITY ( ) ( ) ( ) ( ) DELIVERY DETAILS( ): ISSUED BY( ): SIGNATURE( ): 157
21 NUMBER( ): DATE( ) TO( ): FROM( ): REFERENCE( ) ITEM( ) QUANTITY( ) ADDITIONAL INFORMATION( ): ISSUED BY( ): SIGNATURE( ): 158
22 NUMBER( ): DATE( ) TO( ): FROM( ): REFERENCE ITEM QUANTITY UNIT PRICE TOTALS ( ) ( ) ( ) ( ) ( ) USEFUL INFORMATION( ): P O S T / PA C K I N G ( / ) COMPLETING THIS FORM( ): TOTALS( ) FREE CATALOGUE OFFER( ): SPECIAL OFFERS( ): 159
23 NUMBER( ): DATE( ) NAME:( ) START TIME( ): TITLE( ): FINSH TIME( ): CUSTOMER CONTACT DET RESPONSE COMMENTS NAME( ) AILS( ) ( ) ( ) COMPLETED BY( ): SIGNATURE( ): 160
161
25 NUMBER( ): DATE( ) NAME( ) CUSTOMER DETAILS( ) JOB TITLE( ): REFERENCE ITEM QUANTITY UNIT PRICE TOTALS ( ) ( ) ( ) ( ) ( ) DELIVERY INSTRUCTIONS( ): VAT( ) TOTAL( ) ADDITIONAL INFORMATION( ): 162
26 NUMBER( ): DATE( ) NAME( ) CUSTOMER DETAILS( ) JOB TITLE( ): CUSTOMER COMMENTS( ): IMMEDIATE ACTION FOLLOW-UP ACTION F O L L O W-UP ACTION TAKEN REQUIRED TAKEN ( ) ( ) ( ) COMPLETED BY( ): SIGNATURE( ): 163
27 NUMBER( ): DATE( ) NAME( ) REGION( ) DATE CUSTOMER DETAILS TIME COMMENTS ( ) ( ) ( ) ( ) COMPLETED BY( ): SIGNATURE( ): 164
28 NUMBER( ): DATE( ) NAME( ) REGION( ) C U S TO M E R TYPE OF CALL O U T C O M EC O M M E N T S ( ) ( ) ( ) ( ) COMPLETED BY( ): SIGNATURE( ): 165
166
30 CUSTOMER( ): CONTACT DETAILS( ): ACCOUNT( ): NUMBER( ): DATE( ) SUMMARY OF COMPLAINT( ): IMMEDIATE ACTION FOLLOW-UP ACTION FOLLOW-UP ACTION TAKEN REQUIRED TAKEN ( ) ( ) ( ) COMPLETED BY( ): SIGNATURE( ): 167