DM Legal Considerations & Resources

Direct Marketing Legal Considerations from Lindsey Fair

Resources:

• http://www.adstandards.ca/en/PSA/site/
• http://www.adstandards.com/en/Clearance/clearanceRates.aspx
• http://www.truthinadmatters.com/en/default.aspx (competition)
• Broadcast Code for Advertising to Children
• Association of Canadian Advertisers
• Canadian Association of Broadcasters
• Institute of Communication Agencies
• Canadian Marketing Association
• Concerned Children’s Advertisers
• Telecaster Services of TVB
• CBC Advertising Standards
• Canadian Broadcast Standards Council
• Health Canada’s Web Site
• Canadian Food Inspection Agency (CFIA)
• Canadian Radio-television and Telecommunications Commission (CRTC)
• http://www.competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng%20/02776.html
• PersonalInformation Protection and Electronic Documents Act (S.C. 2000, c. 5)
• http://www.the-cma.org/regulatory/code-of-ethics
• http://www.the-cma.org/Downloads/Regulatory/2012/CodeofEthicsv2.pdf
• http://www.adstandards.com/en/Standards/the14Clauses.aspx

The anti-spam bylaw and why it's not that big of a deal

There's been a lot of hype lately (still) about the scary anti-spam bill and how it's going to kill email marketing, but that's not really the case. It's going to slow down the digital telemarketers but not the companies using email for CRM or CEM. Implied permission gives the marketer a lot of leeway.

Here's a snippit (and link to the full article) about how marketers and business are still able to survive in a world without spam..

Does Canada's Anti-Spam Law Really Stop Small Business From Using Email Marketing? No.

Thursday January 31, 2013

The criticism against Canada's anti-spam legislation extends beyond absurd claims about restrictions involving family and personal relationships. Indeed, much of the discussion has focused on the impact of the law on small and medium sized businesses. Barry Sookman catalogs a wide range of supposed concerns, most of which appear to envision a world in which the only way for a new business to develop a customer base is to obtain marketing lists and send unsolicited commercial emails to potential customers. It is true that the starting point of the law is that businesses must have consent before sending commercial emails. Canada is moving to an opt-in world that gives consumers greater control over their in-boxes and will ultimately provide businesses with higher quality lists of people who genuinely want to receive their messages. Notwithstanding the default requirement for opt-in consent, however, the law contains numerous exceptions that are available to... [read the rest]

The Briefing

As you get ready to get to know your client later this week for your client briefs you shouldn't go in blind. The more prepared you are the better your campaigns will be. And asking the right questions is key to this. So here are a few resources to help you - a little light reading on day 1:

1. http://www.studiowide.co.uk/assets/how-to-write-a-brief.pdf - This document is written from the clients perspective - what they should know and be ready to explain during a client brief, but spin that around. How do you make sure they tell you all this if they don't do it voluntarily?
2. http://www.rab.com/public/reports/cr.pdf - this one's a little long but gives you some goodies to draw from. The risk with focusing a lot on developing your questions ahead of time is that during the brief you focus so much on getting questions answered that you miss the key little nuggets in the answers - DON'T fall into this trap. If you hear a nugget, forget your questions and go down that path, dig deeper.
3. http://www.marketingtrenches.com/marketing-sales/seven-key-questions-marketing-consultants-must-ask-their-clients/ - this is a short and simple list but will get the juices flowing so you can look out for those nuggets (see #2)

Individual Assignment:

• Summarize what the client said (include as much as possible - the more detail the better - direct quotes great).
• Highlight the 3 most important points uncovered in the briefing and say why they are important
• List the question you asked with the answer
• Describe at least 2 ideas that relate to DM that developed during or after the briefing in response to what the client said.

This assignment should be typed, printed and handed in at the start of class February 3rd.

Class 1 - Introduction to DM

Intro to Direct Marketing from Lindsey Fair

Important Notes & To Do's:

1. Next Thursday is show & tell day! Bring a sample mail, email, web, etc DM piece.
2. Next Thursday is also the Client Briefing - Come prepared.

Difference Between DM & Traditional / Brand Marketing

Direct 1. Selling to individuals with identified customers 3. Advertising is used to generate an immediate transaction 4. Repetition of offers, numbers, etc used within the advertisement 7. Distribution to door 9. Customer feels a high perceived risk 13. Marketing controls the product all the way through delivery

Traditional 2. Purchase action deferred 5. Mass selling 6. Selling to groups of people 8. Retail outlet is the marketplace 10. Marketer loses control as the product enters the distribution channel 11. Advertising used to build image, awareness, loyalty 12. Customer has direct contact with product before purchase

  

Course Outline

Here's the link to the full course outline: https://drive.google.com/file/d/0B2vOJW-4Jyj6X2dKTFc3WG1hZDg/edit?usp=sharing

Key Points of Outline:

Course Learning Outcomes
At the conclusion of this course, students will be able to:

1. Understand the unique aspect of DM and how it differs from traditional marketing.
2. Describe and create DM strategies based on the core pillars of direct marketing.
3. Define the fundamentals of integrated DM.
4. Create and execute a comprehensive DM campaign to achieve specific marketing communications
5. objectives.
6. Analyze a DM campaign.

Required Texts, Materials, Resources or Technical Materials Required
In lieu of a full textbook, students are expected to spend up to the equivalent cost ($100) of a textbook on campaign related activities that leads to the same caliber of learning in a more interactive environment.

Attendance and Participation
Attending class, participating in class discussions, exercises, and group meetings, are regarded as integral parts of the learning process. By attending regularly and participating in classroom activities a student is better equipped to make meaningful contributions in both individual and teamwork assignments. Therefore, regular attendance in class is expected. Students must attend 80% of their class hours. One mark will be deducted from a student’s final grade for each hour of missed class time up to a maximum of 9 hours in a 45-hour course (6 classes in a 2 x 1.5-hour a week format) and 12 hours in a 60-hour course (6 classes in a 2 x 2-hour a week format). Students who do not meet attendance obligations will fail the course. Attendance is taken at the start of class. Students who arrive late will not be allowed to mark the attendance sheet.

Group work and Grades
Grades on all assignments are combined to arrive at a final grade. However, the student must achieve a minimum average 50% on individual assignments (tests or other individual assignments) in order to achieve a passing grade. Teamwork contributes to the final grade but it is not the determining factor for passing the course if the student fails individual assignments. In the event that the average of a student’s individual mark does not exceed 50%, the individual marks will be the sole basis for determining the final grade in the course.

Due Dates
Meeting due dates is an essential requirement in business. The following policy regarding due dates applies to all courses in the Advertising – Integrated marketing Communications program:
All assignments must be submitted on time. A late assignment is a failed assignment. Students who hand in an assignment late or do not hand in an assignment at all will receive a “0” grade for that assignment. The grade of “0” will be factored into the student’s overall final grade. The only exceptions to this policy will be documented cases of illness or personal misfortune.

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