The Resource Creative strategy in direct marketing, Susan K. Jones

Creative strategy in direct marketing, Susan K. Jones

Label
Creative strategy in direct marketing
Title
Creative strategy in direct marketing
Statement of responsibility
Susan K. Jones
Creator
Subject
Genre
Language
eng
Summary
"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."--BOOK JACKET
Action
digitized
Cataloging source
N$T
http://library.link/vocab/creatorDate
1949-
http://library.link/vocab/creatorName
Jones, Susan K.
Dewey number
658.8/4
Illustrations
illustrations
Index
index present
LC call number
HF5415.126
LC item number
.J66 1998eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/subjectName
  • Direct marketing
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Direct marketing
  • Direct marketing
Label
Creative strategy in direct marketing, Susan K. Jones
Link
https://ezproxy.lib.ou.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=13285
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Edition
2nd ed.
Extent
1 online resource (x, 502 pages)
Form of item
online
Isbn
9780585154619
Media category
computer
Media MARC source
rdamedia
Media type code
c
Note
eBooks on EBSCOhost
Other physical details
illustrations
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
  • (OCoLC)43477247
  • (OCoLC)ocm43477247
System details
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Label
Creative strategy in direct marketing, Susan K. Jones
Link
https://ezproxy.lib.ou.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=13285
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Edition
2nd ed.
Extent
1 online resource (x, 502 pages)
Form of item
online
Isbn
9780585154619
Media category
computer
Media MARC source
rdamedia
Media type code
c
Note
eBooks on EBSCOhost
Other physical details
illustrations
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
  • (OCoLC)43477247
  • (OCoLC)ocm43477247
System details
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.

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