Direct Marketing: Strategy, Planning, Execution / Edition 3

Direct Marketing: Strategy, Planning, Execution / Edition 3

by Edward L. Nash
     
 

ISBN-10: 0070460329

ISBN-13: 9780070460324

Pub. Date: 12/28/1994

Publisher: McGraw-Hill Companies, The

This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on…  See more details below

Overview

This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.

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Product Details

ISBN-13:
9780070460324
Publisher:
McGraw-Hill Companies, The
Publication date:
12/28/1994
Edition description:
Older Edition
Pages:
477
Product dimensions:
6.36(w) x 9.33(h) x 1.62(d)

Related Subjects

Table of Contents

Preface to the First Edition
Preface to the Second Edition
Preface to the Third Edition
Statements of Appreciation
Ch. 1Introduction1
Ch. 2Strategic Planning16
Ch. 3The Marketing Plan38
Ch. 4The Proposition60
Ch. 5Mailing Lists81
Ch. 6Print Media Planning116
Ch. 7Broadcast Media145
Ch. 8Telemarketing163
Ch. 9Research177
Ch. 10Testing199
Ch. 11Positioning235
Ch. 12Creative Tactics249
Ch. 13The Art of Copywriting270
Ch. 14Art Direction289
Ch. 15Direct Mail Formats303
Ch. 16Production Planning327
Ch. 17Fulfillment346
Ch. 18Back-End Promotions362
Ch. 19Mail-Order Math381
Ch. 20Direct-Response Television399
Ch. 21Infomercials417
Ch. 22Interactive Marketing431
Ch. 23Database Marketing450
Epilogue462
Index463

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