['TI.', 'Strategic', 'Framework', 'This', 'section', 'will', 'address', 'the', 'strategic', 'value', 'of', 'Direct', 'Marketing', 'for', 'Philip', 'Morris', 'brands.', 'It', 'will', 'demonstrate', 'how', 'direct', 'marketing', 'efforts', 'can', 'build', 'loyalty', 'among', 'defensive', 'smokers', 'and', 'encourage', 'conversion', 'among', 'competitive', 'smokers.', 'To', 'assist', 'brand', 'managers', 'in', 'up-front', 'planning', 'and', 'budgeting,', 'It', 'will', 'discuss', 'key', 'components', 'and', 'process', 'flow,', 'costs', 'and', 'time', 'frames', 'for', 'specific', 'types', 'of', 'programs.', 'Suggested', 'headings:', 'A.', 'How', 'to', 'Spot', 'Direct', 'Marketing', 'Opportunities', 'piggyback', 'existing', 'programs', 'appeal', 'to', 'specific', 'market', 'segments', 'trade', 'marketing', 'B.', 'What', 'Strategic', 'Approaches', 'Should', 'be', 'considered?', 'protect', 'franchise', 'against', 'competitive', 'threats', 'tactical', 'volume', 'gains', 'convert', 'competitive', 'smokers', 'new', 'products/line', 'extensions', 'C.', 'Types', 'of', 'Direct', 'Marketing', 'Media', 'direct', 'mail', 'print', 'media', 'telemarketing', 'retail', 'B.', 'How', 'to', 'use', 'Direct', 'Marketing', 'develop', 'loyalty', 'programs', 'offensive', 'trial', 'or', 'conversion', 'mailings', 'competitive', 'couponing', 'key', 'element', 'in', 'a', 'launch', 'or', 'repositioning', 'of', 'a', 'brand', 'III.', 'Executional', 'Process', 'o', '.', 'Ed', 'Once', 'a', 'Direct', 'Marketing', 'program', 'is', 'approved', 'there', 'are', 'many', 'steps', 'which', 'must', 'be', 'taken', 'and', 'many', 'individuals', 'or', 'groups', 'which', 'must', 'be', 'involved', 'to', 'ensure', 'smooth', 'implementation', 'and', 'tracking', 'of', 'each', 'effort.', 'This', 'section', 'will', 'outline', 'roles', 'and', 'responsibilities', 'of', 'a', 'DM', 'team', 'and', 'will', 'provide', 'helpful', 'hints', 'on', 'how', 'to', 'improve', 'efficiencies', 'overall.', 'Page', '2', 'LCETETOF', '0L']