 |
|
||||||||||||||||||
Advertising Source and Catalog MethodologyIn M.O.M., a catalog is something distinct from an advertising source. A catalog is something you sell from, a collection of your product or stock items. By itself, it does not generate any response or customer order. An advertising source is any media device that brings in a prospective customer response or customer order. An advertising source can be a periodical advertisement, TV advertisement, solo product offer, or mailing of a catalog. To make this distinction a little clearer, consider the following example. ExampleA mail order company has three different catalogs from which they sell clothing items, the men's catalog, the ladies catalog, and the children's catalog. Some products can be purchased in all three catalogs (like umbrellas and tote bags), but, for the most part, each catalog of items is distinct. Each catalog would be set up in Maintain Catalog Codes and each product would have it's catalog information set up in Maintain Stock Items. Each year the mail order company mails its catalogs to many different lists. Some lists are rented, others are built from the company's own customer database. The company also runs ads for its catalogs and products in various fashion magazines. Each mailing and each ad must be set up as an advertising source key in Maintain Source Keys. |