Problem 1. Lending Tree is one of the leading online lenders who provide financial services to their customers. The company facilitates various lenders to customers and helps to take financial decision. It deals in auto loans, home loans, FHA loans, home equities, VA loans, etc. Your marketing manager has asked you to recommend two additional direct response media to integrate with the LendingTree DRTV campaign to increase its effectiveness. Identify the direct response media you would recommend and explain how you would use them to support the DRTV campaign.
Problem 2. Lands End is a catalog retailer with a well respected Web site. The company has hired you as a consultant to recommend whether to expand its direct marketing with online coupons, package inserts and/or customer mailing ride-alongs. Write a report to Lands End indicating which, if any, of these three programs you think they should adopt. Explain why, for each program, whether the program should or should not be adopted.
Reference:
Stone, B., & Jacobs, R., (2008). Successful direct marketing methods (8th ed.). New York, NY: McGraw-Hill Publishing