Direct Mail Piece Analysis - Essay Example

It might be possible for the seller to deliver their products to retail stores that are near the customer where it is possible for the customer to receive and retrieve their product (Kotler & Keller, 2012). This form of mail order service, which appears to be a catalog, is very popular and, in this case, it contains the product, prices of the product inventory, and descriptions of the product. Usually, these publications are sent to consumers who are most likely to purchase the decoder being sold.   

Is an unusual format used?

            The format used for this publication is not unusual as such, although it is quite innovative. This can be seen from the way in which the seller uses fanciful paper, as well as the colorful nature of the fancy paper. There are several eye-catching graphics, including the words ‘The Cable Crusher’ placed in a vice, in which some of the letters have cable connection jack pins at their ends. There is also a graphic that shows animated airplanes, most likely indicating that the cable company carries cartoon packages, while there are several remote controls shown for only one decoder, which could represent the numerous choices available on the cable network. As noted, the paper used is fanciful, while the printing is colorful and clear with the most important points being written in color. Possibly the thing that most held my interest was the image of a vice next to a graphic showing package offer reductions.   

Are the messages believable?

            Printed make a mail order sales will always be fashionable because of their ability to focus on direct messages (Kotler & Keller, 2012). The fact that this publication is targeted and brief makes it believable because the message is directed at current and prospective customers, meaning that the company seeks to build a relationship with those who choose to buy its cable services. However, there are questions regarding its limited-time offer that provides for a return of $150 after mail redemption, specifically because the highest price for its packages is $39.99 every month. The fact that this is a limited-time offer may indicate that it is not entirely true. Moreover, there are too many free offers in the publication, which may lead the prospective customer to actually verify if they are true. In addition, the claim that the cable service has 99% signal reliability is not entirely truthful since signal reception may be affected by the weather. The cable company uses these free offers, such as installation and over 45 premium channels in motivating consumers to buy, while they also add that they are ranked first among all satellite and cable providers in customer service, which is also a motivation for customers to buy.

From your perspective, what is the most important reader benefit offered?

            In my opinion, the most important benefit offered to prospective buyers is the $150 back limited-time offer, which the customer can redeem through the Visa Reward Card after mail-in redemption. This offer is available for customers who are in good standing with the company, as well as those who follow the required instructions on the Reward Card Offer form, which they must complete and mail. In addition, the free NFL Sunday ‘tickets’ are also an enticing offer for customers.