Commonsense Direct and Digital Marketing / Edition 5

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Overview

Drayton Bird's Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers. It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory — the field of digital marketing. It gives the marketer the tools, techniques and structures needed to produce effective and profitable marketing across the direct marketing spectrum, from simple letter to focused web-based campaigns. For anyone involved in direct marketing, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.

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Editorial Reviews

From the Publisher
"If you read no other book on direct marketing you should find the time to read this one." — Direct Marketing International

"Read and re-read it.  It contains the knowledge of a lifetime." — David Oglivy

Booknews
As part of a practically based book series aimed at middle and senior level business managers, this first paperback edition of a guide initially published in 1982 demystifies positioning, media (examples included), birthing ideas, and other aspects of direct marketing in a conversational tone. Bird, a veteran British direct marketer who now runs his own company, concludes that it is time for the field to go full circle in favor of generalists over specialists. Lacks references. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780749447601
  • Publisher: Kogan Page, Ltd.
  • Publication date: 7/1/2007
  • Edition description: 5th ed.
  • Edition number: 5
  • Pages: 434
  • Product dimensions: 7.48 (w) x 9.68 (h) x 1.04 (d)

Meet the Author

Drayton Bird was Vice Chairman and Creative Director Worldwide of Ogilvy and Mather Direct, the world’s largest direct marketing firm.  Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small.  He is also the author of How to Write Sales Letters that Sell (also Kogan Page).

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Table of Contents

CHAPTER 1  Beginnings                                                                                               

The amateur approach                                                                                          

The difficult approach                                                                                            

Some valuable discoveries                                                                                   

The mysterious rise of direct marketing                                                                

A paradox                                                                                                              

Your timing is good                                                                                                

To make learning easier                                                                                        

CHAPTER 2  The Three Graces of Direct Marketing                                                 

Short-term thinking                                                                                                

To make and keep a customer                                                                             

What is direct marketing?                                                                                      

The Three Graces of direct marketing                                                                  

How your customer is changing                                                                            

Controllability: an important benefit                                                                       

Giving your customer a better service                                                                  

The spiral of prosperity                                                                                          

CHAPTER 3  Direct Marketing Can Do More Than You Think                                 

What can you sell?                                                                                                

The role of direct marketing                                                                                  

Five major objectives of direct marketers ...                                                         

... And four ways to achieve them                                                                        

Which names are best?                                                                                         

CHAPTER 4  How to Get Started                                                                                  

Does your business have a continuing relationship built in?                                 

Sales-force help                                                                                                    

Some pertinent questions                                                                                      

Use your names                                                                                                    

Retail problems                                                                                                      

The key to profit                                                                                                    

Employers and shareholders                                                                                 

Who complains?                                                                                                    

What mail order teaches                                                                                       

Three major errors                                                                                                 

What should you sell?                                                                                            

Can you offer a good deal?                                                                                   

Ask your customers                                                                                              

How does it compare?                                                                                          

Pay the right price                                                                                                 

Don’t over order                                                                                                     

Where to look                                                                                                        

CHAPTER 5  Positioning and Other Mysteries Explained                                         

Sound advice on boasting                                                                                     

Would a salesperson do this?                                                                                

Added value                                                                                                           

Unique selling proposition                                                                                      

Positioning: today’s theory                                                                                     

Changing the rules                                                                                                 

General advertising and positioning                                                                      

CHAPTER 6  How to Plan Well                                                                                      

Eleven steps to success                                                                                        

Five questions you must answer                                                                           

Keep in touch                                                                                                         

How to understand your customers better                                                            

Who knows where or when?                                                                                 

Where your money will do most good                                                                   

CHAPTER 7  Media: A Different, More Flexible Approach                                        

What is your purpose?                                                                                           

Five major differences                                                                                          

The media recipe                                                                                                   

Timing critical                                                                                                        

The eight traditional media at your disposal                                                          

Other media                                                                                                           

Interactive, personalised media                                                                             

Successful media selection                                                                                   

Proven principles of negotiation                                                                            

Ten good deals                                                                                                      

CHAPTER 8  Digital Marketing: The Internet and E-mail                                           

Getting it right from the start – seven things you must ask yourself about
  your site                                                                                                               

A–Z of building and managing a website                                                              

You have a fantastic site – what next?                                                                 

Don’t be bamboozled: commonsense online techniques                                      

How your traffic helps improve your aim                                                              

Just a reminder: it’s accelerated direct marketing                                                

Whose website is it anyway?                                                                                

What’s making money – and why                                                                         

An extraordinary, rare opportunity                                                                        

 

CHAPTER 9  Your Greatest Asset                                                                                

The value of a name                                                                                             

The relative importance of the list                                                                         

Twelve criteria for evaluating lists                                                                         

Your database and how to build it                                                                         

Where to find the best new customers                                                                  

Lifestyle databases                                                                                                

Compiled lists                                                                                                        

Jon Epstein’s Il desiderata                                                                                     

CHAPTER 10  Where Ideas Come From and How to Express Them Persuasively

The birth of an idea                                                                                                

Getting organised                                                                                                  

Context is everything                                                                                             

Nationalities and social groups                                                                              

Media vary; principles don’t                                                                                   

How to build conviction                                                                                         

The nuts and bolts of good creative copy                                                             

Creativity in action                                                                                                 

Two secret ingredients                                                                                          

CHAPTER 11  How to Make Your Creative Work Virtually Foolproof                      

Twenty-five pointers before you write a word or sketch a layout                         

Planning your creative treatment                                                                          

Eleven uncreative (but tested) ways to make your layout work harder               

Thirteen attention-grabbers                                                                                   

Tricks and techniques that keep people reading                                                   

Charity advertising: a special case                                                                        

What to watch for in broadcast                                                                             

Now that you think it’s perfect have you forgotten anything?                               

CHAPTER 12  How to Test – and Evaluate Your Results                                          

Testing: the first duty                                                                                             

Thirteen ways you can learn by testing                                                                 

A fair test?                                                                                                             

A true and proper record                                                                                       

What testing achieved for me                                                                               

 

CHAPTER 13  Testing Versus Research – and Other Matters                                  

Tests that gained an account                                                                                

Two laws of testing                                                                                                

Startling results                                                                                                      

Nine testing opportunities                                                                                      

How much should you test? And when?                                                               

A famous case-history                                                                                          

CHAPTER 14  How to Choose Your Agency – and When to Do Without One        

Agency or not?                                                                                                      

Speculative presentations                                                                                     

Organisation and procedure                                                                                  

Playing the field                                                                                                     

How much you should pay                                                                                    

Money and talent                                                                                                   

Try to understand the process                                                                               

CHAPTER 15  Client and Agency: the Unequal Partnership                                     

The impossible dream                                                                                           

Joy ride?                                                                                                                

Two types of relationship                                                                                       

Where things go wrong and how to get them right                                                

Other trouble spots                                                                                                

CHAPTER 16  The Future of Marketing: Ten Predictions – and a Health Warning

Little more competence                                                                                         

Honesty                                                                                                                 

Full circle                                                                                                               

       

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