附註:Includes bibliographical references and index.
1. A Profitable Blend of Art and Science -- 2. The Discipline of Direct Marketing Creativity -- 3. Research in Direct Marketing -- 4. Harnessing the Power of the Direct Marketing Database -- 5. How Creative Strategy Fits into the Direct Marketing Plan -- 6. A Creative Person's View of Direct Marketing Media -- 7. Who Should Do the Creative Work and What Do They Need to Know? -- 8. The Offer in Direct Marketing -- 9. The Science of Creative Testing -- 10. Direct Mail -- 11. How to Create Effective Direct Response Print Ads -- 12. The Creative Approach to Catalogs -- 13. Business-to-Business Direct Marketing -- 14. Direct Marketing for Retailers -- 15. Relationship Building and Back-End Marketing -- 16. Broadcast Direct Marketing and Videos -- 17. Interactive Direct Marketing -- 18. Other Consumer Direct Marketing Media -- 19. Copywriting and Art Direction -- 20. Preparing Artwork for Printing -- 21. Printing and Personalization -- 22. Production Planning/Working with Suppliers -- 23. Lists, Service Bureaus, the Post Office, and Lettershops -- 24. Broadcast Production -- App. A. Periodicals and Books -- App. B. Associations and Clubs -- App. C. Code of Ethics for Direct Marketers.
摘要:"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."--Jacket.
