Direct Marketing: Strategy, Planning, Execution / Edition 3

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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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Editorial Reviews

Booknews
A text covering the basics, such as strategic planning, mailing lists, and print media planning, as well as the latest technological tools. This third edition includes information on database marketing, infomercials, and computer- and video-based interactive marketing. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780070460324
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 12/28/1994
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 477
  • Product dimensions: 6.36 (w) x 9.33 (h) x 1.62 (d)

Table of Contents

Preface to the First Edition
Preface to the Second Edition
Preface to the Third Edition
Statements of Appreciation
Ch. 1 Introduction 1
Ch. 2 Strategic Planning 16
Ch. 3 The Marketing Plan 38
Ch. 4 The Proposition 60
Ch. 5 Mailing Lists 81
Ch. 6 Print Media Planning 116
Ch. 7 Broadcast Media 145
Ch. 8 Telemarketing 163
Ch. 9 Research 177
Ch. 10 Testing 199
Ch. 11 Positioning 235
Ch. 12 Creative Tactics 249
Ch. 13 The Art of Copywriting 270
Ch. 14 Art Direction 289
Ch. 15 Direct Mail Formats 303
Ch. 16 Production Planning 327
Ch. 17 Fulfillment 346
Ch. 18 Back-End Promotions 362
Ch. 19 Mail-Order Math 381
Ch. 20 Direct-Response Television 399
Ch. 21 Infomercials 417
Ch. 22 Interactive Marketing 431
Ch. 23 Database Marketing 450
Epilogue 462
Index 463
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