Pedro Javier Reinares Lara

Evaluation of cost per contact and cost per response in interactive and direct media planning

Purpose – The aim of this study is to analyze over time the evolution of associated costs of direct marketing in Spain and offer operational conclusions for the optimization of marketing budgets intended for the establishment of contact and/a relationship with the customer.Design/methodology/approach – This study analyses and compares the relationship between advertising messages sent through direct mail, electronic mail, telemarketing and short cell‐phone messages (SMS), over five years. In the context of a loyalty program, and by means of a historical analysis, an alternating media marketing test is presented: a total of 10,000 contacts per medium studied per year were made.Findings – The relationship that exists between the cost per contact and the cost per effective response for each one of the above mentioned direct and interactive media.Practical implications – A series of operational conclusions can be extracted for direct media planning and its marketing budget optimization with regard to choice o...

Improving management of multi-sponsor loyalty programmes based on the rewards preferred by consumers.

This paper seeks to define specific methods for improving the management of loyalty programmes based on one of their main structural elements: the rewards. Knowledge of the importance of incentives to the viability of a loyalty programme has not previously been accompanied by an adequate understanding of the basic elements of their management. Research has notably overlooked the significant growth of multi-sponsor programmes. The authors propose a classification of the rewards offered by multi-sponsor loyalty programmes which is based on customer preferences. The results of this study make progress possible in aspects of programme operations such as choosing the most suitable rewards to offer and their influence on programme satisfaction.

Fostering the process of adoption of personalised medicine: A matter of communication or a matter of cost?

Pharmacogenetics, along with its derived products, diagnostic tests and customised medicines, has been introduced to the market with high commercial expectations (derived from its obvious science-based benefits). Nevertheless, its commercial success is far below that is expected. Although the favourable arguments for its development are sufficiently documented in the literature, the reality of the market forces the consideration of a scenario with less optimistic elements. This work synthesises the different barriers limiting their development including the crucial factors acting on the demand side. In order to support this argument, an exploratory study was carried out. The research leads to interesting operative conclusions to be taken into account by the diagnostic industry in order to improve its further adoption by the market.