Design for Response: Creative Direct Marketing That Works

Design for Response: Creative Direct Marketing That Works

Hardcover

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Overview

Design for Response: Creative Direct Marketing That Works by Leslie Sherr, David J. Katz

Reveals the strategy and creativity behind seven highly successful, highly inventive projects.

Includes retail, restaurant, corporate, nonprofit, events, and self-promotional pieces.

Product Details

ISBN-13: 9781564963802
Publisher: Rockport Publishers
Publication date: 03/01/1999
Pages: 141
Product dimensions: 9.26(w) x 11.19(h) x 0.65(d)

Read an Excerpt

Introduction: Why clients need persuasion partners (instead of advertising agencies)? Why do clients hire us? Clients hire agencies because they believe that their strategic insights and creative messages help them persuade their customers and prospects (1) have positive opinions about their brand, their products, and their company and (2) use their service or buy their products. They don't hire agencies because they need ads to hang on their office walls or because they need television commercials to entertain their friends or enter in award shows. They hire ad agencies because they believe that they can help to persuade consumers TO DO OR BELIEVE SOMETHING. Therefore it follows that we are really in the "Persuasion Business".

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