xiv, 421 p. : 24 cm
Includes bibliographical references (p. 389-394) and index
1: Laying the groundwork -- A profitable blend of art and science -- The discipline of direct and interactive marketing creativity -- Research in direct and interactive marketing -- Databases, privacy, ethics, and customer relationship management -- How creative strategy fits into the direct and interactive marketing plan -- A creative person's view of direct and interactive marketing media -- Who should do the creative work and what do they need to know? -- The offer in direct and interactive marketing -- The science of creative testing -- 2: Creative direct marketing -- Direct mail marketing -- How to create effective direct response print ads -- Catalogs and multichannel marketing -- Broadcast direct marketing -- Building long-term customer value through back-end marketing -- Other consumer direct and interactive marketing media -- Business-to-business direct and interactive marketing -- E-commerce marketing -- 3: Creating and producing the work -- Copywriting and graphic design -- Preparing artwork for printing -- Printing and personalization -- Print production planning/working with suppliers -- Lists, service bureaus, the post office, and lettershops

Creative Strategy in Direct and Interactive Marketing

Susan K. Jones

Urban Heritage Press

Racom Books

United States, United States of America

Aug 01, 2011

obscured text leaf 440

Source title: Creative Strategy in DIRECT & INTERACTIVE Marketing (Fourth Edition)

2023-06-28