Profitable direct marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Lincolnwood, Ill.
NTC Business Books
1992
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVII, 396 S. Ill. |
| ISBN: | 0844230294 |
Staff View
MARC
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| 100 | 1 | |a Kobs, Jim |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Profitable direct marketing |c Jim Kobs |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Lincolnwood, Ill. |b NTC Business Books |c 1992 | |
| 300 | |a XVII, 396 S. |b Ill. | ||
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| 337 | |b n |2 rdamedia | ||
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| 650 | 7 | |a Direct marketing |2 gtt | |
| 650 | 7 | |a Marketing direct - États-Unis - Cas, Études de |2 ram | |
| 650 | 7 | |a Marketing direct - États-Unis |2 ram | |
| 650 | 4 | |a Direct marketing |z United States | |
| 650 | 4 | |a Direct marketing |z United States |v Case studies | |
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Record in the Search Index
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| adam_text | Contents
?
Foreword ii
Introduction viii
Part I How to Start a Direct Marketing Program
1 1 ? A Maturing Marketing Discipline
1 Direct Marketing Today
10 Direct Marketing in the Year 2000
11 How Direct Marketing Compares to General
Advertising and Marketing
15 From the Consumer s Viewpoint
17 From the Advertiser s Viewpoint
19 Can Your Firm Benefit from Direct
Marketing?
22 The Last Word on a Maturing Marketing
Discipline
23 2 ? Launching a New Direct Marketing Program
23 Basic Questions to Consider
25 The Effect on Other Distribution Channels
30 Ten Essentials for Long range Profits
37 Basic Direct Marketing Math: Media Cost,
Response Rate, and Cost per Response
39 The Last Word on Launching a New Direct
Marketing Program
41 3 ? Selecting Products and Services ;
41 The Four Plus One Formula for Product
Selection
45 The Appeal of a Service
45 Product Decisions to Consider
49 The Last Word on Product Selection
51 4 4 Proven Direct Response Offers
52 Relate the Offer to Your Objective
56 Case Study of a Consumer Mailing Offer
62 Case Study of a Business Mailing Offer
66 Most Popular Consumer and Business Offers
77 Presenting Your Offer Most Effectively
78 The Last Word on Offers
78 Checklist of 99 Proven Direct Response Offers
81 5 4 Marketing Strategies
81 Understanding Who and Where You Are
84 Basic Direct Marketing Objectives
85 Key Strategic Growth Issues
96 What Is the Right Strategy for You?
97 The Last Word on Marketing Strategy
99 6 4 Direct Marketing s Testing Laboratory
100 Eight Testing Ground Rules
103 Major Areas to Test
106 How to Test a New fenture
108 What to Test on a Proven fenture
110 How to Test Lists
112 How to Test Space and Broadcast
112 Dry Testing and the FTC
114 The Testing of Seasonal Propositions
115 Probabilities and Realistic Test Sizes
116 When Is a Test Really Over?
116 Improving Your Testing Program
118 The Last Word on Testing
119 7* Effective Use of Research
119 Quantitative or Qualitative?
120 Improving the Success Rate of New and Old
Products
121 Learning More About Your Market
122 Improving Your Advertising Message
123 Appraising the Value of Your Customer
124 Evolutionary Focus Groups: More Knowledge
for the Same Price
125 Effective Research at Work
127 The Last Word on Research
Part II Measurable Media 131 8 ? Direct Mail and Lists
131 Mail as a Medium
133 Types of Mailing Lists
136 Selectivity Techniques
141 Applying Segmentation Analysis
143 List Industry Services
144 The Last Word on Direct Mail and Lists
145 9 ? Print Media
145 Newspapers: Built in Variety
147 Magazines: Mass or Class
148 How to Buy Print
151 How to Evaluate Print
153 The Last Word on Print Media
155 10 ? Broadcast Media
155 Five TV Misconceptions
158 Narrowcasting —The Cable Market
159 Advantages and Disadvantages of Broadcast
159 Consumer Reports magazine: A Study in
Successful Television Advertising
161 Specialized TV Marketing Programs
162 Infomercials: The Commercial as Program
162 Radio
163 The Last Word on Broadcast Media
165 11 ? Telemarketing
165 Advantages of Telemarketing
166 Disadvantages of Telemarketing
167 Telemarketing s Key Planning Characteristics
168 Lead scoring and Database Enhancement
170 Telemarketing Applications
171 Developing an Effective Telemarketing Script
174 Services Bureaus Wsus In house Staff
175 The Last Word on Telemarketing
177 12* Developing a Multi media Plan
177 Supplementary Media: Unglamorous, but
Productive
180 Developing Your Media Plan
182 The lue of Image and Awareness Advertising
185 The Last Word on Multi media Plans
Part III Targeted Creativity 189 13 ? Creative Strategies
189 Preparation Pays Off
190 Translate Produce Features into Benefits
191 Developing the Right Creative Strategy
196 The Discipline of Creativity
198 The Last Word on Creative Strategies
199 14 ? Creating Direct Mail
199 Formats by the Dozen
202 Anatomy of a Classic Mailing
205 The Partnership of Copy and Art
208 The Most Popular Ways to Open a Letter
211 Letter writing Formulas
212 Creating Great Letters
215 The Last Word on Creating Direct Mail
217 15* Creating Print Ads
217 The Seven Most Important Print Ad Rules
226 Which Headline Pulled Better?
228 Body Copy Techniques That Sell
229 When and How to Coupon
229 A Checklist for Ad Layout and Design
230 The Last Word on Creating Print Ads
231 16 ? Creating TV Spots
231 TV Guide lines for Effective Spots
236 TV Guide lines in Action
237 High quality Commercials Don t Have to
Break the Bank
240 The Marriage of Image and Response
241 The Last Word on TV Creative
Part IV Improving a Successful Direct Marketing
Program 245 17 ? Idea Generation to Beat Your Control
245 Test New Appeals or Positionings
250 An Organized Approach for Beating the
Control
252 Don t Raise the Bridge, Lower the River
256 How to Stimulate Ideas
257 The Consumer Perspective for Idea Generation
258 Idea Starter Questions
259 The Last Word on Idea Generation
261 18 ? Management and Marketing Improvement
Areas
261 How to Monitor Your Promotion Program
263 How to Assure Your Projects Come In on
Budget
264 Establish the Wue of Customer
266 The Impact of a Growing Customer List
267 Importance of New Product Development
272 Start Your Own Competition
273 Foreign Markets Are Increasingly Attractive
274 Twelve Overlooked Paths to Sales and Profits
277 The Last Word on Management and Marketing
Improvements
279 19 ? Databases and Back end Marketing
279 The Database Concept
281 Advantages and Uses of Database Marketing
284 Private or Custom Databases
285 Building a Database
286 Putting Your Database to Work
287 Back end Marketing
294 Are You Maximizing Customer ^lue?
296 Eight Tips for Better Customer Service
298 The Last Word on Back end Marketing
Part V Specialized Applications 303 20 ? Business Direct Marketing
303 Maybe Business Direct Marketing Isn t So
Different
305 Three Main Application Areas
306 Lead Development Programs
314 Business Mail Order
316 Reinforcement Selling Programs
318 Business List and Media Considerations
322 Trade Journals and Bingo Cards
322 The Last Word on Business Direct Marketing
325 21 ? Catalogs
326 Step 1: Positioning the Catalog
327 Step 2: Determining Catalog Size and Format
330 Step 3: Merchandising the Catalog
334 Step 4: Creating Graphics that Work Overtime
337 Step 5: Writing Copy that Tells and Sells
340 Step 6: Making It Easy to Order
341 Step 7: Promoting the Catalog
342 Step 8: Analyzing Results
344 The Last Word on Catalogs
345 22 ? Package Goods, Fundraising, Financial
Services, and Retail Applications
345 Package Goods Direct Marketing: How to Win
Share and Influence People
356 Raising Funds by Mail
359 Direct Marketing for Financial Services
361 Retail Direct Marketing
362 The Power of Direct Marketing
365 The Last Word on Direct Marketing
Applications
Appendix 367 The Mathematics of Planning Profitable
Mailings
372 Kobs 99 Proven Direct Response Offers
386 Bibliography
388 Where to Get More Information
Index 390
|
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| dewey-search | 658.8/4 |
| dewey-sort | 3658.8 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T16:29:35Z |
| institution | BVB |
| isbn | 0844230294 |
| language | English |
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| physical | XVII, 396 S. Ill. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
| publishDateSort | 1992 |
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| spelling | Kobs, Jim Verfasser aut Profitable direct marketing Jim Kobs 2. ed. Lincolnwood, Ill. NTC Business Books 1992 XVII, 396 S. Ill. txt rdacontent n rdamedia nc rdacarrier Direct marketing gtt Marketing direct - États-Unis - Cas, Études de ram Marketing direct - États-Unis ram Direct marketing United States Direct marketing United States Case studies Direktmarketing (DE-588)4012421-6 gnd rswk-swf USA (DE-588)4522595-3 Fallstudiensammlung gnd-content Direktmarketing (DE-588)4012421-6 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003404587&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kobs, Jim Profitable direct marketing Direct marketing gtt Marketing direct - États-Unis - Cas, Études de ram Marketing direct - États-Unis ram Direct marketing United States Direct marketing United States Case studies Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4012421-6 (DE-588)4522595-3 |
| title | Profitable direct marketing |
| title_auth | Profitable direct marketing |
| title_exact_search | Profitable direct marketing |
| title_full | Profitable direct marketing Jim Kobs |
| title_fullStr | Profitable direct marketing Jim Kobs |
| title_full_unstemmed | Profitable direct marketing Jim Kobs |
| title_short | Profitable direct marketing |
| title_sort | profitable direct marketing |
| topic | Direct marketing gtt Marketing direct - États-Unis - Cas, Études de ram Marketing direct - États-Unis ram Direct marketing United States Direct marketing United States Case studies Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Direct marketing Marketing direct - États-Unis - Cas, Études de Marketing direct - États-Unis Direct marketing United States Direct marketing United States Case studies Direktmarketing USA Fallstudiensammlung |
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