900 Numbers and Marketing

LITERATURE REVIEW ......................................... 1

INTRODUCTION .............................................. 4

PROBLEM STATEMENT ......................................... 4

DISCUSSION AND ANALYSIS ................................... 6

Industry Development ................................. 6

Application of the Technology ........................ 7

Laws and Regulations ................................. 10

Recent Industry Experience ........................... 13

RECOMMENDATIONS ........................................... 15

CONCLUSION ................................................ 15

BIBLIOGRAPHY .............................................. 16

This study examined the feasibility of the use of the 900-number concept by business organizations as a part of their marketing programs. The literature review performed for this study demonstrates that changes are required to adapt marketing strategies to technological advances in communication. This study examined the feasibility of the use by business organizations in their marketing programs of one of the technological advances in communications technology--the 900-number concept.

The recommendation based on the findings of this study was that mainstream marketers exercise great care in incorporating 900-number technology into their marketing programs because, wha

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great care in deciding to adopt 900-number technology as a part of their marketing effort. DISCUSSION AND ANALYSIS The issues confronting marketing organizations in decisions related to the incorporation of 900-number technology into their programs are discussed and analyzed in this section. This discussion and analysis is presented within the contexts of industry development, application of the technology, laws and regulations affecting application of the technology, and recent industry experience. Industry Development In the contemporary technology-driven marketing revolution, new media marketing is displacing old media marketing paradigms. Conventional one-way communication between advertiser and customer is giving way to two-way communication. Digital transmission is supplanting analog transmission, and information is now referred to as content. Thus, information "is becoming as much a product as a car, a computer, or a tube of toothpaste." Direct marketing frequently is the easiest way for a marketer to incorporate new communications technology into its program because 900 numbers, fax-on-demand, audiotex, and videotex media tools used in conjunction with direct marketing research programs are a way to get to kno
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Approximate Word count = 3155
Approximate Pages = 13 (250 words per page)

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