Creative Strategy in Direct Marketing

Overview

Direct marketers have long considered creative execution one of the three key elements to success. This all-new edition of Creative Strategy in Direct Marketing provides the insights and hands-on tools you need to develop creative platforms that produce programs to convert prospects and suspects into repeat buyers; integrate direct marketing into all of your marketing and communications programs; develop creative breakthroughs using commonsense testing and measurement techniques; apply (and know when to break) ...
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Overview

Direct marketers have long considered creative execution one of the three key elements to success. This all-new edition of Creative Strategy in Direct Marketing provides the insights and hands-on tools you need to develop creative platforms that produce programs to convert prospects and suspects into repeat buyers; integrate direct marketing into all of your marketing and communications programs; develop creative breakthroughs using commonsense testing and measurement techniques; apply (and know when to break) the basic rules of direct marketing for all media - from print ads and direct mail to catalogs, broadcasting, telemarketing, and interactive media - for all markets - from consumer to business-to-business, nonprofit, and retail; and put ideas into action by executing marketing concepts in print, broadcast, and electronic media. Whatever your role in direct marketing-copywriter, designer, product manager, or entrepreneur - Creative Strategy in Direct Marketing is the book that will give you invaluable, practical guidance for making your direct marketing programs a success.
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Product Details

  • ISBN-13: 9780844231723
  • Publisher: NTC Publishing Group
  • Publication date: 2/28/1998
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 512
  • Product dimensions: 7.62 (w) x 9.56 (h) x 1.31 (d)

Table of Contents

Foreword
Preface
1 A Profitable Blend of Art and Science 3
2 The Discipline of Direct Marketing Creativity 21
3 Research in Direct Marketing 39
4 Harnessing the Power of the Direct Marketing Database 57
5 How Creative Strategy Fits into the Direct Marketing Plan 69
6 A Creative Person's View of Direct Marketing Media 79
7 Who Should Do the Creative Work and What Do They Need to Know? 93
8 The Offer in Direct Marketing 115
9 The Science of Creative Testing 151
10 Direct Mail 167
11 How to Create Effective Direct Response Print Ads 199
12 The Creative Approach to Catalogs 223
13 Business-to-Business Direct Marketing 245
14 Direct Marketing for Retailers 269
15 Relationship Building and Back-End Marketing 291
16 Broadcast Direct Marketing and Videos 319
17 Interactive Direct Marketing 343
18 Other Consumer Direct Marketing Media 357
19 Copywriting and Art Direction 375
20 Preparing Artwork for Printing 397
21 Printing and Personalization 415
22 Production Planning/Working with Suppliers 425
23 Lists, Service Bureaus, the Post Office, and Lettershops 441
24 Broadcast Production 457
App. A Periodicals and Books 465
App. B Associations and Clubs 469
App. C Code of Ethics for Direct Marketers 473
Glossary 479
Index 493
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