DM is the abbreviation of English direct mail, which means express commodity advertisement. Generally, color printing is carried out on the front and back of 8-format or 16-format advertising paper. It is one of the most important promotional methods for supermarkets to carry out extensive publicity by mail, fixed-point delivery and selective delivery to consumers' residences.
The American Direct Mail and Direct Marketing Association (DM/MA) defines DM as follows: "It is a means to convey the information that advertisers want to convey to the objects selected by advertisers by mail." DM can use other media besides mail, such as fax, magazine, TV, telephone, e-mail and direct selling network, counter distribution, personal delivery, letter request and delivery with commodity packaging. The biggest difference between DM and other media is that DM can directly deliver advertising information to real audiences, while other forms of advertising media can only deliver advertising information to all audiences, regardless of whether the audience is the real audience of advertising information.
The form of DM advertisement
Letter | Poster | Chart | Product Catalogue | Folding | Business Card | Order | Calendar | Postcard | Brochure | Discount Voucher | Family Magazine | Flyer | Invitation Letter | Sales Manual | Company Guide | Stereo Card | Small Physical Package
Characteristics of DM advertisement
Targeted: DM advertising directly delivers advertising information to real audiences, which is highly selective and targeted. Other media can only deliver advertising information to all audiences, regardless of whether the audience is the object of advertising information.
The length of the advertisement: a 30-second TV advertisement, after which its information disappears. DM advertising is obviously different. Before making a final decision, the recipient can read the direct mail advertising information repeatedly, and use it as a reference to learn more about the performance indicators of the product until he finally makes a decision to buy or abandon it.
It has strong flexibility: unlike newspaper and magazine advertisements, advertisers of DM advertisements can choose the layout size and determine the length of advertising information at will according to their own specific conditions, and choose full-color or monochrome printing forms. Advertisers only consider the relevant regulations of the postal department and the size of their own advertising budget. In addition, advertisers can make various DM advertisements at will.
Can produce good advertising effect: DM advertisements are sent directly to individuals by advertisers, so advertisers can refer to demographic factors and geographical factors to select recipients, and then put them into practice to ensure that advertising information is accepted by recipients to the greatest extent. At the same time, unlike other media, the audience can't wait to know the content of the advertisement after receiving the DM advertisement, and will not be disturbed by the outside world. Based on these two points, DM advertising can produce good advertising effect compared with other media advertisements.
Testability: After sending out direct mail advertisements, advertisers can understand the effect of advertising information with the help of the changes and scope of product sales. This advantage surpasses other advertising media.
Concealment: DM advertisement is a kind of non-sensational advertisement which is deep and secret, and it is not easy to attract the attention of competitors. The main factors affecting the effectiveness of DM advertising.
Selection and arrival of target objects: Improper selection of target objects will inevitably greatly reduce the advertising effect and even invalidate DM advertisements. Without a reliable and effective mailing list, DM advertisements can only become a pile of waste paper.
Creativity, design and production of DM advertisements: DM advertisements cannot rely on the established trust of newspapers, television, magazines and radio stations, so DM advertisements can only attract targets with their own advantages and attractive languages such as creativity, design, printing, honesty and humor, so as to achieve better results.
Key points of data mining design
1.DM design ideas should be novel and exquisite, and the content design should not be discarded to ensure its attractiveness and preservation value. For example, during the SARS period, Gu used humorous expressions to publicize the knowledge of SARS prevention and control, which was deeply loved by consumers and circulated by consumers.
2. The theme slogan must be loud and clear, and it must be able to catch the eye of consumers. A good title is half the battle. A good headline can not only give people a refreshing feeling, but also produce a strong temptation, arouse readers' curiosity, attract them to read involuntarily, and maximize the advertising effect of DM advertisements.
3. The choice of paper and specifications is very particular. General screen selection of coated paper; Choose newsprint for text information, and hit the edge of the newspaper. For newsprint of general specifications, it is best to choose the full-page area of the newspaper, at least one and a half pages; Color pages, generally not less than B5 paper, are too small, so don't clip some pages with 20% or 30% discount, because readers can easily shake them off when holding newspapers.
4. The delivery with the newspaper should choose the appropriate newspaper according to the contact habits of the target consumers. For men, you can choose news and financial newspapers, such as reference news, Global Times, South Window, China Business Daily, local evening news, etc.
DM (postal) advertising, also known as direct mail, has many types. The common forms are: sales letters, catalogues, brochures, pamphlets, business cards, postcards, leaflets and so on.
Where DM advertising can be competent
1. E-mail is very popular and practical.
2. Advertising information is too complicated and detailed to be effectively conveyed through other media.
3. Other media must pay a higher price than DM advertising to reach a specific market.
4. Advertising information is extremely personal or needs to be kept secret.
5. The advertiser's marketing strategy requires that the form or color of the advertisement cannot be realized by other advertisements.
6. It is necessary to cover a specific area, and the division of this area should be as accurate as possible.
7. Advertisements should be placed at a certain time or frequency.
8. Advertisements contain coupons.
9. controllable research is needed (such as testing the effectiveness of a certain market, testing the price, packaging and users of new products, etc.). )
10. Require controlled mailing (letters are only sent to individuals with a certain income or owners of certain brands of cars and yachts, etc.). )
1 1. It is necessary to mail the purchase order (the product will reach the target directly without going through retail, distribution or other media).
From the perspective of DM marketing, it can be divided into two categories. One is pure distribution, such as earlier Target, Life Express, and Commercial Advertisement, which are basically a kind of transmission of DM information. Second, sales through media, similar to database marketing, such as "Taste" and "Shopping in Wang Jia", DM media has undoubtedly become the forerunner of database marketing. Database marketing is also the key to the development of DM media. Due to the high cost of purchasing data, many direct investment companies are unable to make direct investment in the real-name registration system in the form of commercial databases. Even if it is done, the accuracy of the database becomes a problem. In fact, most DM media in China have so-called databases for high-end people-most of them here refer to putting magazines in high-end communities, and everyone who enters the community can take one or put it in high-end consumer places. DM advertising is especially suitable for shopping malls, supermarkets, commercial chains, restaurant chains, various specialty stores, TV shopping, online shopping, telephone shopping, e-commerce, no-store sales and other physical stores and online shopping centers, and is also very suitable for the marketing of related products in other industries.
[Edit this paragraph] 2. Ning Min data
The abbreviation of data mining means data mining.
Data mining is a process of extracting potential and valuable knowledge (models or rules) from a large number of data.
(1) What can data mining do?
Data mining can do the following six different things (analysis methods):
Classification (classification)
Estimate (estimate)
Forecast (forecast)
Association grouping or association rules.
Clustering (clustering)
Description and visualization (description and visualization)
Mining complex data types (text, Web, graphics and images, video, audio, etc. )
(2) Classification of data mining
The above six data mining analysis methods can be divided into two categories: direct data mining; Indirect data mining.
Direct data mining
The goal is to use the available data to build a model, which describes the remaining data and a specific variable (which can be understood as the attribute of the table in the database, that is, the column).
Indirect data mining
No specific variables are selected in the target, but are described by the model; But to establish a relationship between all variables.
Classification, valuation and prediction belong to direct data mining; The latter three belong to indirect data mining.
(3) Brief introduction of various analysis methods
Classification (classification)
Firstly, the classified training set is selected from the data. On this training set, the classification model is established by using data mining classification technology to classify the unclassified data.
Example:
A credit card applicants are classified as low, medium and high risk.
B. assign customers to predefined customer groups.
Note: The number of classes is fixed and predefined.
Estimate (estimate)
Estimation is similar to classification, except that classification describes the output of discrete variables, while estimation deals with the output of continuous values; The number of categories of classification is certain, but the amount of valuation is uncertain.
Example:
A. estimate the number of children in a family according to the purchase pattern.
B. estimate the income of a family according to the purchase pattern.
C. estimating the value of real estate
Generally speaking, valuation can be used as the first step of classification. Given some input data, the values of unknown continuous variables are obtained by estimation, and then classified according to the preset threshold. For example, in the family loan business, the bank scores each customer with valuation (0~ 1 minute). Then classify the loan grade according to the threshold.
Forecast (forecast)
Usually, prediction works through classification or estimation, that is, a model is obtained through classification or estimation to predict unknown variables. In this sense, there is no need to divide predictions into a separate category. The purpose of forecasting is to predict unknown variables in the future. This prediction takes time to verify, that is, it takes some time to know the accuracy of the prediction.
Association grouping or association rules.
Decide what will happen together.
Example:
A. Customers in supermarkets often buy B while buying A, that is, A =>b (association rule).
B. After customers buy A, they will buy B every once in a while (sequence analysis).
Clustering (clustering)
Aggregation is to group records and put similar records into aggregation. The difference between clustering and classification is that clustering does not depend on predefined classes and does not require training sets.
Example:
A. The aggregation of certain symptoms may indicate a certain disease.
B customers who rent different types of vcds get together, which may imply that members belong to different sub-cultural groups.
Aggregation is usually the first step of data mining. For example, "What kind of promotion is the best response to customers?" For this kind of questions, it may be best to gather the whole customers and group them into their own collections, and then answer the questions for each different collection.
Description and visualization (description and visualization)
Is the representation of data mining results.
(4) Business background of data mining.
Data mining first requires collecting a large amount of data in the business environment, and then requires the mined knowledge to be valuable. There are only three situations that are valuable to enterprises: reducing expenses; Increase income; Raise the stock price.
Major professional database marketing companies in China:
Shanghai Luowei Interactive Marketing Service Co., Ltd.: all over the country, focusing on telephone call centers/
Shanghai Tuopeng database marketing agent: focusing on telemarketing, e-mail marketing, feedback direct mail advertising, wireless marketing services/
Xinhua letter: comprehensive company/
[Edit this paragraph] 3. DM partition software
Hard disk partition is the basic knowledge that we must master in daily maintenance. With the appearance of large-capacity hard disk, the shortcomings of Fdisk gradually appear in front of us. When partitioning, Fdisk has been unable to partition the hard disk with the capacity above 120G, while when partitioning the large-capacity hard disk, the speed of Fdisk is unbearable.
The emergence of DM partition software has solved this operation problem. The most obvious feature of DM is its fast partition speed and running various partition formats. Although DM has existed for a long time, and many people are using it, partition is a difficulty for newcomers after all, and DM is full of English, which increases the difficulty of learning this software.
At present, there are DM partition software attached to Windows 98 worry-free startup disk in the world. If you don't have this software, you can download it online. After downloading, put the software into the startup disk. After startup, running DM will enter the main menu of DM partition software (as shown in figure 1).
To select a menu, you can use the four arrow keys on the keyboard (←→↓↓), or just click the first key. As shown in figure 1, we need to enter the easy disk installation menu, and we can directly connect to E.
(Figure 1)
1.Easy Disk installatin: automatic partition option for hard disk, provided by DM. When this option is selected, DM will automatically partition your hard disk according to its capacity. This function is suitable for beginners, because automatic partition can not partition the hard disk according to our requirements, so it is rarely used.
2. Advanced option: Advanced option, which is an advanced option for manual partition provided by DM. Select this function menu, and then a secondary submenu will appear (as shown in Figure 2).
(Figure 2)
The secondary submenu * * * has three options, the functions of which are as follows: the function of advanced disk installation is the advanced option of hard disk partition; The function of maintenance option is maintenance option; The function of the upgrade disk manager is to modify and upgrade the hard disk drive ONTRACKD. According to the physical parameters of your hard disk in DM, SYS will load the driver into the hard disk when the capacity of your hard disk (IBM only) is greater than 8.4g and the motherboard BIOS cannot recognize it, so that the system can recognize the hard disk above 8.4g.. ..
Third, the partition operation example:
1. Select the advanced disk installation option, and DM will automatically search all the hard disks in your computer. If your computer has only one hard disk, you will be prompted which partition format to use, NTFS, FAT32 or FAT. We can choose the partition format according to our needs. After confirming which partition format to use, the system will also ask for confirmation.
2. Select the partition size, as shown in Figure 3.
(Figure 3)
Because we have to set the size of each partition ourselves, we ignore the first two options of automatic partition, so we choose option (c) to define your own manual partition of the hard disk.
3. Set the size of each partition as shown in Figure 4.
(Figure 4)
Let's enter the capacity of the main partition first, and then enter the capacity of each logical partition in turn. It should be noted here that unlike Fdisk, there is no option to create an extended partition.
4. Save the partition information:
After completing the above partition operation, you can select the Save and Continue option to save the above partition information, and the system will still prompt for confirmation. If you are not satisfied with the capacity of any partition, you can press Del to delete it and re-establish it.
5. Format partition:
After saving the partition information, press ALT+C to continue the operation, and the system will prompt whether to quick format each partition of the hard disk. We choose Y to come to each partition in quick format, and the system will still prompt you to confirm the formatting operation.
6, complete the partition operation:
After all the operations are completed, you will be prompted to restart the computer. All partition operations will take effect after restarting the computer. It should be noted here that after formatting is completed, please do not restart the computer if there is no restart prompt, otherwise the partition operation may be invalid.
Fourth, the advanced functions of data mining.
You just need to press "ALT+M" in the main window to enter its advanced menu. You will find more options, as shown in Figure 5.
(Figure 5)
Edit/view partitions, format/check partitions, maintenance options, CMOS options, view/print online management and exit Disk Manager.
Among these advanced functions, we need to know some functions of maintenance options and CMOS options.
1, maintenance options:
In the maintenance option, we can format the hard disk at a low level. After entering the maintenance option, we will be prompted to select the hard disk after selecting the utility. After selecting the hard disk, the Select Utility Options dialog box appears with two options:
A zero-filled drive writes zeros into a sector of the hard disk, which will erase all data on the hard disk.
Low-level formatting The hard disk is low-level formatted. After it is selected, press Alt+C in the dialog box that appears to start the low-level formatting operation on the hard disk.
2.CMOS option (CMOS option)
Used to automatically or manually change the type of CMOS hard disk. This option can only modify the hard disk type in CMOS, and we can use this function to destroy CMOS information and realize the operation of destroying BIOS password. Because after the destruction of CMOS information, some versions of CMOS passwords will be destroyed, but it is not suitable for all versions of CMOS.
Other advanced functions of DM are left to everyone to discover.
[Edit this paragraph] 4. The Dungeon Masters
He is the host of DND- Dungeons and Dragons, and directs the whole TRPG- desktop role-playing game.
As an arbiter, he is also a storyteller, describing the setting of the whole world and the characters such as monsters and traps that players encounter. Many times, the arbitrator will design some extra elements for the world. The outcome of all kinds of encounters depends on the actions of players, the style of arbitrators, and the procedure of random counting with dice (most of the time).
It is essential to calculate all kinds of identification and exemption. And promote the game process and build the whole game story.
TRPG appears in Europe, America and other places without computers. With the popularity of computers, RPG games have entered people's field of vision, and with the development of the network, the ancestor TRPG has also been recognized all over the world.
Compared with RPG games, DM is equivalent to the whole system, or computer, or server, but DM can create an incredible and unusually open world with its rich imagination.
DM creates an adventure story for the player (PC), and then the player plays games in this adventure story. During the game, DM can also adjust the game difficulty in real time according to the actual situation. In the game, whether the PC has successfully made an action and what impact it has on the surrounding environment can be judged by DM. Usually, DM judges according to DND rules or other TRPG rules, but when the relevant rules have no relevant content or DM wants to release water to players, DM can also judge directly.
Because the referee of the game is a real player, not a mechanical computer, the expansibility of the whole game has been greatly improved, and it is not easy to hurt the confidence of the players.
[Edit this paragraph] 5. diabetes
Diabetes is an ancient disease. In 400 BC, the earliest medical books in China, Huangdi Neijing and Lingshu, recorded the names of "quenching thirst" and "quenching thirst". Zhang Zhongjing, a famous doctor in the Han Dynasty, has recorded the symptoms of "three excesses" in his article "Synopsis of the Golden Chamber" to quench his thirst. In the early years of the Tang Dynasty, Zhen Liyan, a famous Chinese medicine practitioner, first pointed out that the urine of diabetic patients is sweet. In summer and autumn, the urine of diabetic patients sometimes attracts flies.
The earliest doctor in the world who diagnosed and treated diabetes was Wang Dao, a famous doctor in Tang Dynasty in China. According to his father's unbearable thirst, his capacity for drinking increased greatly, his body was covered with boils, and his urine smelled of fruit. Zhen Liyan pointed out in the book "Ancient and Modern Experiments" that the urine of diabetic patients is as sweet as bran tablets. So he personally tasted his father's urine, which was really sweet. So a treatment plan was formulated for diabetes, supplemented by diet adjustment, so that my father's condition was controlled. He wrote these experiences into the book Secrets Outside Taiwan Province.
The Secret of Wai Tai is more than 200 years earlier than the Medical Code written by Avicenna, an Arab doctor in the 20th century A.D./KLOC-0. After 600 AD, British doctor Thomas William mentioned that the patient's urine "tastes like sugar and honey". According to research, diabetes was a disease of ancient emperors and nobles, which mostly occurred in obese and wealthy people.
[Edit this paragraph ]6. Digital monster
Digital Baby is a series of animations produced by Toyotomi Corporation of Japan. At present, Yi * * has released five albums, which have been widely praised since they were broadcast. This animation tells the story of human children entering the digital world. It is an unreal, mysterious and childlike animation masterpiece. There is too much information, please go to the digital baby encyclopedia yourself.