“IMPORTANCE OF DIRECT MARKETING IN REACHING TARGET MARKET

AND BUILDING COMMUNICATION TOWARDS THE CUSTOMERS OF ASIA

PACIFIC CIRCULATION EXPONENT INC.”

___________________________________________

A Thesis Proposal

Presented to the Faculty of the

College of Business Administration

Adamson University

__________________________________________

In Fulfillment of the

Requirements for the Degree of

Bachelor of Science in Business Administration

Major in Marketing

________________________________________

By:

Muñoz, Shalimar P.

Poso, Renalyn S.

Urmasa, Sherry Ann C.

October 2009

CHAPTER 1

INTRODUCTION

BACKGROUND INFORMATION

STATEMENT OF THE PROBLEM

This study aims to determine the importance ofdirect marketing in reaching target market andbuilding communication towards the customers ofAPCEI.

Specifically the study wants to answer thefollowing questions through the respondents to gatherdata that will help the researchers to easily determinethe importance of direct marketing in reaching targetmarket and building communication towards thecustomers of APCEI.

1. What is the profile of the respondents in terms of

1.1Gender

1.2Age

1.3 Present position in the company

1.4 Number of years in the present position

2. As perceived by the respondents, how important is direct

marketing in reaching target market and building

communication towards the customers of APCEI in terms of:

2.1 Selective Reach

2.2 Measurability

2.3 Flexibility

2.4 Personalization

3. Is there a significant difference in the perception of the

respondents with regard to the importance of direct marketing

in reaching target market and building communication towards

the customers of APCEI?

4 . What problems are often encountered by the

respondents in using direct marketing channel

in reaching target market and building

communication in terms of?

4.1 Direct Mail

4.2 Email / Internet

5. What solutions are proposed by the

respondents to cope with problems encountered

as mentioned in #4?

Hypothesis

Ho: There is no significant difference in the

perception of the respondents with regard to the

importance of direct marketing in reaching

target market and building communication

towards the customers of Asia Pacific

Circulation Exponent Inc.

Ha: There is significant difference in the

perception of the respondents with regard to the

importance of direct marketing in reaching

target market and building communication

towards the customers of Asia Pacific

Circulation Exponent Inc.

SIGNIFICANCE OF

THE STUDY

SCOPE AND

DELIMITATION

CHAPTER 2

THEORETICAL

FRAMEWORK

CONCEPTUAL LITERATURE

RELEVANCE OF THE PRESENT STUDY

CONCEPTUAL PARADIGM

* Marketing employee

*Non-marketing employee

*DIRECT MAIL

*E-MAIL / INTERNET

OUTPUT

*SELECTIVE REACH

*MEASURABILITY

*FLEXIBILITY

*PERSONALIZATION

INPUT

CHAPTER 3

METHODOLOGY

RESEARCH DESIGN

POPULATION AND SAMPLING TECHNIQUE

*RESEARCH LOCALE

*DATA GATHERING

PROCEDURE

DATA ANALYSIS

PROCEDURE

PERCENTAGE

WEIGHTED MEAN

STANDARD DEVIATION

T-TEST

SURVEY

QUESTIONNAIRERESPONDENT’S PROFILE

Name: (Optional) _________________________________

DIRECTIONS: Please check the item that corresponds to your answers.

1.1 Age

20 years old and below

21-25 years old

26-30 years old

31-35 years old

36 years old and above

1.2 Gender

male

female

1.3 Present position in the Company

Marketing Employee

Non-marketing employee

1.4 Number of years in the present position

1 year and below

2-3 years

4-5 years

5-6 years

7 years and above

II. IMPORTANCE OF DIRECT MARKETING

In your perception, how important is direct marketing

in reaching target market and building communication

towards your customers.

DIRECTION: (Please blacken the item that best

describes your answer)

5 - Extremely important

4 - Very important

3 - Important

2 - Less important

1 - Not important

2.1 Selective Reach 5 4 3 2 1

• Direct marketing lets the marketer reach

their targeted group and reduces or eliminates

waste coverage.

• It helps the company marketer to present an

offer to existing customer.

• With the use of Direct Marketing, it enables the

company to understand customers and prospects

need and wants

• Direct marketing has an advantage of determining

what segments exist in a particular market.

• It helps direct marketers to develop a

detailed message to targeted individuals

2.2 Measurability 5 4 3 2 1

• Direct marketers can measure the response to

any offer

• Using Direct Marketing, it enables the marketer

to test a variety of list, offers, and media in order to

allocate marketing resources to the most effective

combination of elements.

• With the use of Direct Marketing, it enables

the company to identify good and bad publications,

mailing list.

• It can identify the prospect very quickly without

spending large amount of money.

• It is designed to elicit a response from the recipient

and they can be measure very precisely.

2.3 Flexibility 5 4 3 2 1

• Users don’t have to be producers;

there is no need to purchase special equipment.

• It is highly accurate way of forecasting and

following up on sales at the same time that

you are making them.

• Direct Marketing is an efficient and

effective system for communicating to customers.

• It enables the company to identify which of the

customers and prospect files are likely to be

interested in a particular products, service and offer.

• Direct Marketing can be used to

develop long-term relationships.

2.4Personalization 5 4 3 2 1

In personalizing direct mails, or emails

it can expand your market reach

It can increase response rates.

It builds customers relationship

It can capture valuable customers

Personalized direct mail or email may leave

the prospect with a positive feeling in

order to gain loyal customers.

III. ENCOUNTERED PROBLEMS

What problems do you encounter in using direct marketing

medium in reaching target market and building communication

towards your customers?

DIRECTION: Please blacken the item that corresponds to your

answer

3.1 Direct Mail

o Marketers in APCEI have lack of unique selling point in creating

direct mail brochures

o Direct mail has poor printed materials

o There is no offer or call to action

o Direct mail brochures is packed with long paragraph which makes

the customers not to read the important details and information

o APCEI has a bad mailing list which result to wasting of time andmoney

3.2 Email / Internet

o In sending emails to customers and prospects, there is

less response coming from them

o Email content or content with no message is sometimes

sent that causes the subscribers to leave and unsubscribe

to your newsletter.

o Information overload

o No social contact

o Being accused of spamming

IV. RESPONDENT’S PROPOSED SOLUTIONS TO THE PROBLEM

What solutions can you suggest to solve the problems?

DIRECTION: Check the item that best describes your answer

4.1 Direct mail

Your direct mail brochure must emphasize your unique selling points. Consider what makes you different from the competitors

Direct mail should properly presented with good quality because clients equate the quality of your company with the quality of marketing materials.

Give your customers an incentive to purchase from you and tell them what to do next

Highlight key benefits with pull out boxes, bulleted

points and other attention getting devices. Deliver your

messages through powerful headlines.

Define your target audience, your key product and

service as well, and then use the powerful mailing list

creation tools to develop a list that will work for you

4.2 Email / Internet

Encourage clients to give response by giving rewards

Make sure that your email messages are sent to inform

important announcements

Send emails with the purpose of giving accurate

information that will not make your clients confuse

Encourage them to send some feedback and suggestions

that will help to know your clients better

Send emails in a legitimate way

END OF

PRESENTATION

THANK YOU

VERY MUCH!!!!